Bumble taps into the hearts of Indian women by leveraging the Women's T20 World Cup

Bumble is a women-first dating and social networking app that supports the independence and aspirations of women and stands in solidarity with them through thick and thin. Its recent brand campaign, ‘India, find them on Bumble’, was in sync with these sentiments.

With the Indian women’s cricket teams making the country proud across formats, particularly at the Under-19 T20 World Cup, Bumble wanted to show its support and cheer loudly for the women in blue during the Women’s T20 World Cup 2023. They aimed to put across a strong gender equality narrative, highlighting how women are excelling in all areas of their lives — whether it’s their personal relationships or making the nation proud by playing international cricket.

As a brand passionate about celebrating the achievements of women, Bumble saw a great opportunity in the Women’s T20 World Cup to spotlight our messaging of ‘India, no matter who you’re looking for, find them on Bumble.’

With the growing popularity of women’s cricket and the increasing interest of women in viewing the game, the Women’s T20 World Cup on Disney+ Hotstar was a perfect match for the brand to reach its target audience.

Execution and Strategy

Disney+ Hotstar ran Bumble’s 45-second video creatives on mobile and CTV, leveraging the best of its custom-targeting capabilities. It ensued top-of-mind recall among the women watching the T20 World Cup. Additionally, Disney+ Hotstar activated its regional targeting for Bumble, running the brand’s 15-second video creatives across key regions in the South market.

‘Super Saves’ squeeze-ups were also leveraged for each match. This squeeze-up meant that Bumble’s shorter edits of the ad were shown right after a super save moment. Super Saves were moments that highlighted the best efforts of players to prevent the ball from reaching the boundary. The brand incentivised these key moments to celebrate the players’ hard work in ensuring that the opposing team wouldn’t score extra runs. Leveraging this feature on Disney+ Hotstar, Bumble was able to create highly relevant and resonating women-first narratives while tapping into the enthusiasm for women’s cricket.