Bumble: Least Watched Team in the Most Watched Sport

Mehak Jaini

On International Women's Day 2020, social networking app Bumble went into bat with a cricket-focused campaign that aimed to enhance both sporting and dating gender equality in India.

Campaign details

Brand: BumbleBrand owner: BumbleEntrant company: DDB Mudra - IndiaIdea creation: DDB Mudra Group MumbaiMarket: AsiaSector: Media & publishingMedia channels: Events & experiential, Social mediaBudget: No budget

Executive summary

Smashing glass ceilings, celebrating womanhood or taking on the patriarchy, brands went all out on International Women's Day 2020 to lend fuel to women power, but overlooking a significant event that only social networking app Bumble recognised: India was playing Australia in the women’s T20 Cricket World Cup finals the very same day, but only...

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