Bumble has rolled out a campaign to highlight that during the festivities of Diwali, love needs to transcend beyond gifts and grand gestures, focusing instead on shared responsibilities, teamwork, and cherishing every moment together.

According to the dating app's latest survey,  91% Indians believe it’s crucial for partners to share equally in festive planning, with over half (51%) seeing this as a wonderful opportunity to bond.

Conceptualised by Eo2 Exp, the campaign’s ad film features Bumble’s interface alongside a couple in a warm Diwali setting, revealing what each person sought before swiping right and beginning their conversation. Aligned in their intent, they found a partner who shares their values of mutual respect and equality. The story unfolds with the man preparing a sweet dish, recalling how he made it on their first date, and their friends delighting in it in the present. As the couple hosts together, cleaning up after cooking, the ad wraps up with a playful exchange—he suggests she make the sweet dish next year, to which she jokes about her culinary skills, ending with both gorging over pineapple kheer.

What we think about it: Knowing that one's partner shares values on progress and equality is essential when entering a relationship, and the dating app's choice to highlight this is a refreshing take for a dating app. The campaign's cool take on the shifting dynamics of modern relationships, underlines shared responsibilities during Diwali. Backed by data-driven insights, through their survey, this campaign resonates deeply with cohorts who intend to cultivate meaningful connections grounded in mutual support and positions Bumble as a platform to achieve that.

Pracheta Mazumdar, senior marketing manager - APAC, Bumble, said, “As the festive season approaches and celebrations come alive, shared responsibilities are becoming increasingly important in relationships. Bumble’s research  shows that for 1 in 2 Indians, equality in managing festive tasks is a green flag. This can be decorating, planning gatherings, or shopping—because it fosters stronger connections. If you’re looking to connect with new people this festive season, it’s a great opportunity to highlight your values and approach to balance on your Bumble profile—whether through an Opening Move or your profile bio —to find someone who shares your outlook and is ready to team up for the festivities.”