If a woman crushes it at work and hits beast mode at the gym, should that be an open invitation to question her morals?
The social connection app Bumble addresses that gender bias head-on in its debut advertising in South Asia, and the brand has landed Priyanka Chopra Jonas, an investor in the female-centric network, for an empowerment-themed campaign.
The ads, with the hashtag #EqualNotLoose, aim to fight gender stereotypes (and rampant criticism) that keep women in the region from pursuing professional and relationship goals.
“To tear down generations’ old stigmas, you must first make people aware of the issues and start the conversation,” says Whitney Wolfe Herd, Bumble’s founder and CEO.
The hero spot is a series of vignettes starring Chopra Jonas (a stand-in for the region’s independent, modern women) as a competent boss, a gal looking for love, a workout fan (who can shed her jacket for a sweat session) and an equal partner in domestic duties (he can cook, too!).
With Lizzo’s you-go-girl anthem Good as Hell as the soundtrack, the ad’s captions try to drive home the point that women who pursue their careers are “ambitious, not loose” and those who date are “curious, not loose.”
Chopra Jonas, an actress and philanthropist, recently trending for her elaborate wedding to former boy band member Nick Jonas, says she shares the brand and its leadership’s “relentless passion for empowering women.”
The campaign, from BBDO India, will run on broadcast television, OTT and digital, with out-of-home placements in the top eight metro markets in India (including health clubs, offices and cafes). The brand is also gathering consumer-generated content from women “who make empowered choices in love, life and work and resist the judgment to be labeled ‘loose’ for doing so.”
Bumble, which counts nearly 50 million users worldwide for its business, dating and social networking platforms, premiered its most significant advertising to date in the U.S. in October. “Find them on Bumble” highlighted 112 New Yorkers with short-form videos, billboards, storefront displays, subway takeovers, double-decker illuminated buses, pizza boxes, coffee sleeves and wraps on the New York Post.