Bumble’s new ad is for “your eyes only”…

… Where it encourages you to make the first move.

In the age of pandemic dating, a video call with the girl of your life (right now) is nothing short of a godsend. Bumble, the woman-first social networking app, took this a notch higher and hotter in its latest ad conceptualised by The Script Room.

The app's recent research found that one in two claim they are ready to go on a date in real life. However, 64% of the Bumble community claim that their dating life has significantly changed post the pandemic and 70% of single Indians say they are not comfortable navigating dating in 2020.

In the ad, when a young guy’s girlfriend calls him holding nothing but cardboard to cover her body, he’s intrigued and slightly excited. The cardboard reads, “Nobody’s ever seen me like this”.

She then drops the cardboard and turns out there’s another one behind it and it reads, “Hope you’re alone”…. This trend of one cardboard appearing behind the other continues until she finally drops the last one…

… Only for the guy to see her in a gorgeous green saree. The guy is obviously surprised and for a moment, his girlfriend feels the video call has frozen and her boyfriend’s expression is all she can see… Turns out, he was playing her… He loved her outfit.

Make the first move says Bumble and in the ad’s YouTube description, it remarks:

“For your eyes only"

"No one has ever seen me like this before"

"Hope you're alone"

"3,2,1..."

Brighten 2020 with your first move.

Samarpita Samaddar, Bumble India PR Director said, “Even though 2020 turned our lives upside down, what didn’t change was the need to seek and build meaningful connections. We’ve learnt from our recent study that one in two people in India are ready to go on an in-person date now. Single Indians are navigating this new world of dating and redefining the rule book as India unlocks."

"With our new campaign, we want to support our Bumble community in navigating the new rules of dating, and encourage them to make the first move because falling in love is still an exciting possibility in 2020! Even though your dating journey might be a little bumpy, Bumble’s got your back!”

Recently, it launched three new dating filters: virtual, socially-distanced, or socially-distanced with masks to allow people to choose the kind of dates they would like to go on. And in July, it had released a sweet ad that talked about love during the time of Coronavirus.