KYOORIUS ADVERTISING AWARDS - Topical Advertising (Social Media - Campaign)

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Equal Cheer - Bumble
Client: Bumble Holdings
Entrant: DDB Mudra Group

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Equal Cheer - Bumble - Bumble Holdings

Baby Blue Elephant

Entry Title: Equal Cheer
Brand: Bumble
Client: Bumble Holdings
Description: On 8th March, International Women’s Day, the Indian Women’s cricket team were about to face Australia in the ICC T-20 Women’s Final. Still, 42% Indians had no inclination to tune in to watch the game. Worse, thousands of cricket fans didn’t even know India was in the final.

Clearly, cricket is a religion in India. But with only male gods.

We made this our problem. And turned our Bumble women’s day campaign, into a mission to get cricket fans to support our women’s team. To do this, we reached out directly to those who understand what it’s like to not get their due, despite putting in everything - women.

The message was simple – ask men out on Bumble, for a date to watch the Women’s World Cup final with you. And in the process, help our women’s team get more fans and equal cheer.

We spoke to them through social media posts and also, directly through in-app ads. Where our app and ads couldn’t reach, our message was relayed to them, through social media handles of very specific influencers - namely sports influencers like Harmanpreet Kaur(captain of the Indian Women's Cricket Team), Dinesh Karthik(Indian Men's Cricket Team), Sania Mirza(Indian Tennis Player) along with a gamut of celebrity influencers like Sanya Malhotra, Kaneez Surka, Mithila Palkar, Richa Chaddha among many - who’ve spoken up for women’s equality, irrespective of their fields, or gender.

We populated out social media pages with the message and even organized watch parties at multiple locations across Mumbai, Delhi and Bangalore and invited women to bring their dates there. Our purpose was clear - more swipes, more dates, more views, more cheer!

We reached 27 million potential fans in just 24 hours, and them to stand up for their women’s cricket team on what could possibly be the most important day of their lives. And help make the first move to make the country resound with #EqualCheer.
Company Credits: DDB Mudra Group
Individual Credits: Team DDB Mudra Group