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Dating app OkCupid’s first brand campaign in India, #FindMyKind, has endeavoured to start conversations about personal choice and self-acceptance among Indian millennials to cater to their changing preferences. The campaign went live in August with leading influencers sharing their ‘Find My Kind’ stories, driving conversation about the path they have chosen and the relationship they seek. Users followed in their footsteps with posts of their own, generating over five million impressions

The campaign caters to the requirement of a generation that knows what they want and are not willing to compromise on their dreams. When it comes to the kind of relationship they want, young Indians want to make their choice and do not let family members, relatives, acquaintances and friends' preferences override their needs.

On social media, the campaign has urged influencers from all walks of life to communicate who they truly are and who their kind is in a relationship. Captured in pictures and their post, influencers talk about their journey to becoming who they are and the kind of person they would want to be with in their life — someone who understands and accepts them for who they are. They spoke about their individual choices from their love for art, baking, photography to their passion for motorcycling or about someone who would understand how career oriented and eccentric they are.

Melissa Hobley, Global CMO, OkCupid, said, “OkCupid celebrates people who are expressing their own preferences and the willingness of living on their own terms with the intent that feels right. Through our first-ever brand campaign in India, we tap into the desire of single Indians to exercise their right to choose their own partner. Considering that's one of the most significant decisions you'll ever make, we think finding someone who is your kind is of utmost importance.”

Content@BuzzInContent.com