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<ul><li><keyword id="2307576" type="COMPANY" weightage="20" keywordseo="bumble">Bumble</keyword> has been at the forefront of trying to make its platform safe.</li><li>It has launched an initiative in partnership with <keyword id="1731687" type="PERSON" weightage="20" keywordseo="Safecity">Safecity</keyword>, Red Dot Foundation's flagship public safety platform, to take a stand against racist, harassing, hate-driven speech, and bullying.</li><li><keyword id="324004" type="PERSON" weightage="20" keywordseo="Priti-Joshi">Priti Joshi</keyword>, VP of Global Strategy &amp; Operations at Bumble tells us all there is to know about the initiative.</li></ul> In the past few years, India has warmed up to dating apps. Recent data from Statista.com reveals that dating apps generated revenues to the tune of $323 million in India in 2020 and the numbers are growing, steadily. More and more Indians are getting comfortable with finding love and companionship online. And the growth of these apps is no longer restricted to metros anymore. However, with more and more people joining these platforms, the safety of the people using these apps becomes critical. <keyword id="1423058" type="PERSON" weightage="20" keywordseo="online-harassment">Online harassment</keyword> is a reality in a world where we spend so much of our time on our screens. And for dating apps, the task at hand is to make sure that their users are safe and are not harassed. A recent nationwide survey by dating app Bumble threw up some stark figures. It found that almost 83% of women surveyed in India experience online harassment of some kind, and 1 in 3 women experience it weekly. A further 70% of women believe that cyberbullying increased since lockdown was announced in 2020. Over half (59%) of women surveyed said they feel unsafe and just under half (48%) feel angry. Keeping this in mind, the platform has been taking up various initiatives. After it recently banned body-shaming on its platform, it has now partnered with Safecity, Red Dot Foundation's flagship public safety platform, to take a stand against racist, harassing, hate-driven speech, and bullying. The platform has created a safety guide for women that comprises crucial information to recognize, prevent and combat rising digital abuse and harassment. We recently caught up with Priti Joshi, VP of Global Strategy &amp; Operations at Bumble, to understand what the initiative is all about. She told us how the platform is doubling down on its efforts to ensure the safety of women, and how it is communication with its users across the country, to achieve its goal. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q) Tell us a bit about the Stand for Safety initiative. What was the thought behind it?" text="Q) Tell us a bit about the Stand for Safety initiative. What was the thought behind it?">Q) Tell us a bit about the Stand for Safety initiative. What was the thought behind it?</cmsannotation> At Bumble, our mission has always been to create a kinder, safer, respectful, and equitable space on the internet. Through the Stand for Safety initiative, Bumble continues to demonstrate its continued commitment to zero-tolerance policy for racist, harassing, hate-driven speech, and bullying of any kind. We have created a safety guide, in partnership with Safecity, Red Dot Foundation's flagship public safety platform, to empower women in India with crucial information to recognise, prevent and combat rising digital abuse and harassment. The safety guide is aimed at equipping women to understand and recognise online harassment, suggestions on how to tackle difficult situations and resources available to prevent and combat digital abuse. <cmsannotation type="cmsannotation" annotationid="Q) Apart from this initiative, what kind of internal processes do you have in place that equips you as a platform to combat digital harassment?" text="Q) Apart from this initiative, what kind of internal processes do you have in place that equips you as a platform to combat digital harassment?">Q) Apart from this initiative, what kind of internal processes do you have in place that equips you as a platform to combat digital harassment?</cmsannotation> At Bumble, safety is our number one priority. Bumble encourages its community to use its block and report feature when any behaviour occurs that goes against the company’s guidelines — even for something as simple as if someone made you feel uncomfortable. Bumble’s safety product features include: As a geographic-specific feature for our Bumble community in India, a woman can use only the first initial of her name to create her Bumble Date profile. Whenever she is ready and comfortable to share her full name with connections, she can - but until then, her identity is protected. This helps to ensure that she can’t be found on other platforms by those she doesn’t want to connect with. Reporting Someone on Bumble: At Bumble your safety is our number one priority. This is why we’ve made it easy for you to block and report anyone who violates our community guidelines during any point of your dating journey within the app Photo Verification: Bumble utilizes both artificial intelligence (AI) and a team of human moderators to verify that users really are who they say they are. If you see the blue verification badge on someone’s profile you know they’ve gone through Bumble’s photo verification process. Request Photo Verification: In an effort to continuously keep fake accounts at bay, we recently rolled out a new feature that allows our users to request that their matches photo verify their profile. The addition of the ability to request verification adds an extra layer of confidence to every interaction. Private Detector: Another Bumble feature that leverages AI, Private Detector is able to capture, blur and alert users that they've been sent an unsolicited nude image. It’s then the user’s choice to either delete, view, or report the image Unmatch: Not all matches work out, but if someone behaves inappropriately and then unmatches you, you will have the option to report that user’s behavior to Bumble right within that preserved chat screen. Just decided to part ways? No need to report the other person, just simply select “unmatch” Safety + Wellbeing Centre: A resource hub within the Bumble app built to help our global community have a safe and healthy dating experience. Here, you can stay informed on Bumble’s safety features, find the appropriate tools and resources to help you date confidently. To see more about Bumble’s Safety + Wellbeing Centre, you can also visit safety.bumble.com Bumble has banned <keyword id="843843" type="PERSON" weightage="20" keywordseo="Body-shaming">body shaming</keyword>: Bumble has explicitly banned body shaming from the app. The popular social networking app has updated its terms and conditions to explicitly ban unsolicited and derogatory comments made about someone’s appearance, body shape, size or health. This includes language that can be deemed fat-phobic, ableist, racist, colorist, homophobic or transphobic. <cmsannotation type="cmsannotation" annotationid="Q) How are you ensuring you take this message to your users? Combating harassment in general means talking to the right audience, educating them. It's a work in progress that needs time and the communication needs to not just be aimed at women, but at men too." text="Q) How are you ensuring you take this message to your users? Combating harassment in general means talking to the right audience, educating them. It's a work in progress that needs time and the communication needs to not just be aimed at women, but at men too.">Q) How are you ensuring you take this message to your users? Combating harassment in general means talking to the right audience, educating them. It's a work in progress that needs time and the communication needs to not just be aimed at women, but at men too.</cmsannotation> Absolutely, we agree it’s a work in progress, and we are constantly working towards engaging with our community to support and equip them to be safe and empowered to meet new people and make meaningful connections on Bumble. In addition to all our safety features and additional appropriate tools and resources are available for our community in the Safety + WellBeing Centre, a resource hub within the Bumble app built to help our global community have a safe and healthy dating experience. Bumble’s community in India can also access the safety guide within the app in the Safety + WellBeing Centre. Additionally, we are working with partners like Safecity, Red Dot Foundation's flagship project that works towards digital awareness, women's safety and equal rights, and through other channels to empower and equip our community with crucial information they need to recognise, prevent and combat rising digital abuse and harassment. <cmsannotation type="cmsannotation" annotationid="Q) Also, there are instances when men are victims of harassment too. How are you ensuring your initiative is more inclusive in that sense?" text="Q) Also, there are instances when men are victims of harassment too. How are you ensuring your initiative is more inclusive in that sense?">Q) Also, there are instances when men are victims of harassment too. How are you ensuring your initiative is more inclusive in that sense?</cmsannotation> Our stance on harassment and abuse applies to all users and is not gender-specific, but we know from our research and community feedback that this is an issue that disproportionately affects women. That said, as a platform that’s rooted in kindness, equality, and inclusivity, we are constantly working towards creating a safer, kinder, and more respectful space for everyone. We will continue to invest and innovate to ensure every single person on the platform feels safe and empowered to meet new people. The safety guide is another step towards achieving this for everyone on the platform. <cmsannotation type="cmsannotation" annotationid="Q) How has the dating ecosystem evolved in 2021 and how are you making your platform more engaging, to make sure people are able to connect well, despite probably not being able to meet?" text="Q) How has the dating ecosystem evolved in 2021 and how are you making your platform more engaging, to make sure people are able to connect well, despite probably not being able to meet?">Q) How has the dating ecosystem evolved in 2021 and how are you making your platform more engaging, to make sure people are able to connect well, despite probably not being able to meet?</cmsannotation> As we enter 2021, there is a sense of optimism and hope amongst single Indians as they get more intentional about finding love in 2021. Our COVID Preferences feature provides our community a large selection of choices to showcase exactly how they want to date during this time. Bumble users can select what level of social distancing they’d like to practice while dating (like if they want to date with masks), their preferences for date locations and so on. This helps skip some of the awkward conversations about what an in person date could look like as we return to IRL dating. <cmsannotation type="cmsannotation" annotationid="Q) What kind of growth are you witnessing on the platform?" text="Q) What kind of growth are you witnessing on the platform?">Q) What kind of growth are you witnessing on the platform?</cmsannotation> Since the onset of the pandemic, we’ve seen a surge in virtual dating on Bumble. We saw a 38% increase in Video Calls and Voice Chats on Bumble following lockdown restrictions being put in place in March 2020. People are more inclined to seek meaningful connections after a challenging year, and virtual dating has become more important now than ever - as a large degree of trust must be formed before meeting in person. Single Indians now go on ‘pre-dates’ where they use video dates to get to know one another before meeting in-person. We observed increased usage and extended video chat times once lockdown began last year with people in India spending roughly 20 mins on average on Video Calls or Voice Chats on Bumble in India. This has led to more virtual communication before the relationship is taken offline. <cmsannotation type="cmsannotation" annotationid="Q) How important is India as a market for Bumble in the global scheme of things? Going ahead, what will be your areas of focus to grow the platform further in India?" text="Q) How important is India as a market for Bumble in the global scheme of things? Going ahead, what will be your areas of focus to grow the platform further in India?">Q) How important is India as a market for Bumble in the global scheme of things? Going ahead, what will be your areas of focus to grow the platform further in India?</cmsannotation> India continues to be an important growth market for Bumble. We are committed to supporting safe, equal, and healthy virtual connections in 2021. In addition to our focus on our community, we are looking forward to taking our mission and value proposition to newer cities and communities, and reach more people in India in 2021. We will continue to invest and innovate on new product features for unique experiences to ensure every single person on the platform feels safe and empowered to meet new people.

At Bumble, safety is our number one priority: Priti Joshi, Bumble

<ul><li>With International Women’s Day around the corner, we look at Bumble’s journey that was started and led by women across different countries. </li><li>Its marketing campaign aims to flip the gender roles and question deep-rooted misogyny in our pop-culture. </li><li>Priyanka Chopra-backed Bumble’s Vice President of Strategy, Priti Joshi, walks us through her journey, its marketing strategy in India and how Bumble is twisting things around. </li></ul>Remember our 90’s favourite song ‘Tu hai meri Kiran’ from Darr, where the male protagonist decided who he liked, didn’t care enough to ask the woman if she was interested and stalked her until she gave up? Yeah, it was sexist. Thanks to Bumble, it has made us realise that Kiran also had a choice through its advertising campaign. 
 
 
 
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 Bumble was started by Whitney Wolfe Herd in 2014 with a mission to create a safe and empowered space for women to make the first move when forming romantic relationships and to end misogyny. The application later applied its feminist vision to different spheres of life -- business, love, and friendships. It started supporting women financially who needed a boost with <keyword id="7501216" type="UNKNOWN" weightage="20" keywordseo="Bumble-Bizz">Bumble Bizz</keyword> and normalised seeking platonic relationships through Bumble BFF. Today, it has 85 million users globally. Bumble's advertising narrative #DatingJustGotEqual across the world, has encouraged women to make the first move. Its global brand endorsers, Priyanka Chopra Jonas and Serena Williams, both married, represent a dating app simply because they mirror its ideology. 
 
 
 
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 Closer home, Priti Joshi, Vice President - Strategy, Bumble is leading this movement. Its latest marketing campaign is to flip sexist Bollywood songs and ideologies into more relevant and equal propositions. With International Women’s Day around the corner, we caught up with Joshi to understand its marketing strategy, if men are accepting being asked first, and vision for the application in India. Excerpts: When did you join Bumble? How has your personal journey been so far? Can you also walk us through some key highlights at Bumble? I joined Bumble in early 2018 leading strategic projects with a strong passion for the Bumble mission. A year and a half later, I now lead the Strategy and Analytics team and focus on driving growth in existing and new markets. My goal has always been to bring science to the art of business strategy, using creative insights from data and market research to ensure sustainable growth for Bumble. I focus heavily on expanding Bumble’s presence internationally and in our existing markets in over 150 countries across the globe. Last year, I led the strategic launch for Bumble in India and lead all marketing efforts in India today. Last year, we launched ’<a href="https://thebeehive.bumble.com/moves-making-impact">Moves Making Impact</a>’ in May, a new product feature where Bumble gives back on behalf of every woman who makes the first move in-app. This is the first time a global company has given each of its users the power to drive social good by fundraising through in-app activity. Each quarter, we give back to three different areas across human rights, public policy, or economic development and identify women who are doing good in these spaces globally. We also launched Private Detector, an in-app feature that takes an unprecedented approach to advancing safety in both the digital and real worlds. The feature automatically blurs lewd images and alerts the user that they have been sent something inappropriate. From there, the user can decide whether to view the image or block it, and if compelled, report it and the user to our moderation team. Bumble BFF is also fairly new and a unique venture. Can you tell us what the concept is and how has the reception been so far? Bumble BFF is our friendship-finding mode on the app. It is centered around normalising the need to make real friendships throughout life. Since launch, we’ve seen ~40% of women on Bumble in India using Bumble BFF mode to find new friends, whether it’s a woman connecting with other women in a new city, new moms finding other mom friends, finding a gym buddy for a spin class or a college freshman looking to make a friendship circle that would last him a lifetime. Have men opened up to the idea of not being in control of the entire process? Yes! We’ve heard from many men who use Bumble that they love it and appreciate it when women make the first move. Globally, women have made the first move over one billion times since we launched Bumble five years ago - even more exciting, since launch in India, women in India have made the first move over 3 million times! We’re also seeing that women in India are empowered and excited to make the first move - relative to women in the rest of the world, women in India are sending 2x as many messages. It’s encouraging to see that women and men in India are excited by connecting with one another across love, life, and work. In both your television ads, you chose Priyanka Chopra Jonas (engaged then) and Serena Williams - (now) two married women to endorse a dating app, why so? Bumble is so much more than just a dating app! With the addition of Bumble BFF, for friend-finding, and Bumble Bizz, for professional networking, Bumble is now a social networking platform that empowers women to make the first move in all areas of life: love, life and work. This means that you can be on Bumble without setting up a dating profile! In fact, so many of our users ‘Hide Date Mode’ and still engage in BFF and / or Bizz mode. Both Priyanka Chopra Jonas and Serena Williams represent empowered women who have made the first move across all areas of their lives. Through these first moves they have shattered stereotypes and inspired women (and men) around the world and this makes them the perfect Bumble partners. What is your marketing strategy in India and how important is India as a market for Bumble? India continues to be an important growth market for Bumble. Our marketing strategy since launch has always been to adopt a consumer-first approach to drive brand awareness and engagement. In an effort towards achieving our mission, we’re constantly leaning heavily on establishing a consistent brand narrative across various offline and digital media touchpoints, along leveraging data-driven performance marketing, influencer activations, content partnerships and experiential marketing. There are reports that Bumble is open to brands for advertising now. What kind of brands are you looking at? Will there be a filter here, too? We are always exploring interesting collaborations with various brand partners, but we don’t currently offer advertising within our app. According to reports, you placed around 500 outdoor ads just across New York for your campaign ‘Find Them on Bumble’. Even in India, you went big on outdoor advertising. In an era where brands are investing more on digital platforms, like Tinder launched in India only on the back of digital platforms, what made you choose outdoor? From a global brand perspective, it’s always been really important to us to have a physical presence in the markets where we operate and outdoor advertising moments -- whether billboards, bus shelters, experiential pop ups -- they do just that! But we don’t solely focus on outdoor. Since launch, we’ve been curating an omni-channel approach to our marketing campaigns — from driving reach, awareness and engagement through a combination of high impact outdoor and digital-first media investments across digital ads, influencer activations, and content partnerships, to name just a few channels. How many countries are you present in? Which is your largest market? Where do you plan to go next? Bumble is available in over 150 countries. We launched five years ago in the United States and the United Kingdom, so those are key markets for us. We have exciting expansion plans in new markets next year - but you’ll have to stay tuned to find out where we launch next! Have you observed any changes in the dating pool lately? We are continuing to see that more and more people globally are meeting their romantic partners online. Earlier this year, a statistics was released stating that <a href="https://qz.com/1546677/around-40-of-us-couples-now-first-meet-online/">over 40% of new couples in the United States meet online</a> and I think we will continue seeing high growth in other emerging online dating markets as it becomes less taboo to meet someone online.

Remembering Bumble’s brand journey before International Women’s Day

<ul><li>Bumble announced a grant of $5000 for women entrepreneurs in India. </li><li>The grant will be awarded to each winner from six countries across APAC. </li><li>Bumble is backed by actress and entrepreneur Priyanka Chopra. </li></ul> Social networking and <keyword id="8107031" type="UNKNOWN" weightage="20" keywordseo="dating-app-bumble">dating app Bumble</keyword> announced a $5,000 grant for women entrepreneurs. The programme is spread across six countries ( Australia, Hong Kong, India, New Zealand, the Philippines and Singapore) in the APAC region, where a woman entrepreneur from each country will be given the reward to build their businesses. Bumble is backed by actress and entrepreneur Priyanka Chopra. Differentiating itself in the market, Bumble branded itself as a women-first platform. In the Indian market, the company has said that the number of women on the platform grew twice as faster than men. “This is about providing opportunities for women entrepreneurs to pitch their best ideas, and we’ll help support them by opening more pathways to success, while also encouraging them to make the first move with their business ventures,” said Priti Joshi, Vice President of Strategy at Bumble. Through this initiative, Bumble joins a long list of global companies who are focusing on entrepreneurship in India. Earlier, WhatsApp, Facebook and more have organised startup/entrepreneur-led challenges in India. Bumble, globally has over 66 million registered users in more than 150 countries.

Priyanka Chopra backed Bumble announces $5000 grant for women entrepreneurs

<ul><li><keyword id="1557997" type="PERSON" weightage="20" keywordseo="dating-apps">Dating apps</keyword> tell us how millennials are readjusting their lives in the wake of COVID-19.</li><li>They are switching to virtual dating, which has helped couples to build an emotional connect with their partners and ‘slow dating’ is thriving now. </li></ul>As Coronavirus restrictions continue to be imposed across the country, singles around the world are craving to laugh, socialise, love and build a meaningful connection, now more than ever before. They are looking for someone to shoulder their worries with, from within the security of their four walls. Amid all this chaos, dating apps continue to play cupid and help millennials find love online. Now that people have more time to spare, singles are welcoming ‘slow dating’ and getting to develop an emotional connection with their partner before a physical one. They are also sharing their dinner and Netflix time or playing online games to get to know each other well. As a result, matches on OkCupid have increased by 10% worldwide since March 2020 - and conversations have increased by over 20%. Telling us how the last month has been for OkCupid globally, Ariel Charytan, CEO, OkCupid, said, “You wouldn’t believe it, but when people can’t meet in person, they still find a way to date. In fact, there have actually been over 50 million intro messages sent across the world on OkCupid over the last month among daters connecting for the first time. With restaurants, bars, gyms, offices, and entertainment establishments around the world all temporarily closed, people are looking for human connection now more than ever before. OkCupid allows daters to match and get to know each other through thousands of in-app questions on everything from your thoughts on chai and pakoda on a rainy day to women working after marriage, that'll help you get to know each other without physically meeting. We don’t have to go through this isolation period completely alone. Staying connected is so important right now, whether that’s through OkCupid, video chatting with friends, or phone calls with family.” <div type="image" title="Bar graph - increase in matches" msid="75576501" hostid="261"></div> Closer home, Bumble saw a 29% increase in messages sent during the week ending March 27 than the previous one and a 17% increase in video calls. Average video call or phone call time lasted for 14 minutes, indicating that users are seeking emotional connects. Priti Joshi, Vice President Strategy at Bumble, said, “We’re expecting these and other user behavior trends to evolve as more and more people are looking for ways to combat isolation and loneliness and engage in 1:1 virtual connections. When it comes to having a first date by video chat, we have seen our users leverage new interesting ways to build meaningful virtual connections—be it spontaneous trivia evenings, watching movies together, virtual happy hour, or sharing a glass of wine together over a Bumble video chat. Many of our users have given feedback that virtual dating is allowing them to create even stronger connections during this time.” Crossing virtual borders In March, as parts of the world went into lockdown, members started virtually travelling into other parts of the world and using Tinder’s Passport feature. India saw a 25% increase in the rate of ‘Passporting’ to other parts of the world and even on OkCupid, the data shows that women have been more likely to expand their preferred location to ‘anywhere’ so they can connect across borders after February. In April, therefore, Tinder made its Passport feature available for free -- allowing members to temporarily change their location. Explaining how the feature works and the kind of response the app has seen, a Tinder spokesperson said, “At present, most people are naturally feeling a mix of emotions. To ensure that social distancing doesn’t mean disconnecting for our members, we at Tinder made the decision to make our Passport feature free for all. Tinder Passport is typically a paid feature for Tinder Plus &amp; Gold subscribers. Members can search by city or drop a pin on the map and one can begin liking, matching and chatting with Tinder members in a destination of their choice. There were 3+ billion swipes on Sunday, the 29th of March, this is more than on any single day in the history of Tinder. Globally, more members are swiping right on someone new, having more conversations overall, and those conversations are lasting longer.” On Tinder, conversations have been up by an average of 39% and the average length of conversations is 28% longer. Users have also changed their bios to ‘stay home, be safe, social distancing, wash your hands and face emojis.’ Communicating with the audiences While the current restrictions are changing the way we interact with each other, it hasn't changed our need for human connection -- dating apps are reminding the audience just that on social media. However, the marketing communications can be misread as opportunist or even insensitive. To stay relevant in the current course of conversation, Bumble is exploring content collaborations on digital platforms. Joshi said, “Our current brand narrative is encouraging users to make the first move from home so that they can ‘Stay Far And Get Close.’ We’re bringing this narrative to life through an omni-channel approach across paid digital media, content partnerships, influencer activations and always-on social promotions. Case in point is our partnership with the<a href="https://www.instagram.com/p/B_YDoOrDNJm/"> Circuit Comedy Festival</a>—to allow Bumble users to form more meaningful connections with each other by providing them with a variety of unique digital experiences, all of which can be done from the comfort and safety of their own homes. Another example is our collaboration with <a href="https://www.instagram.com/p/B_UKcVTDWTu/">Dice for their Season 2 of ‘Firsts</a>’ that beautifully highlights our brand narrative of staying connected even when physically apart.” While Tinder did not comment on its marketing strategy, it said that the app is primarily encouraging people to stay home and get to know each other virtually. To facilitate that, it has also released fun video backgrounds and ice-breaking suggestions on its app. While the situation continues to evolve everyday and the way we date might change, the need for finding solidarity will remain constant. Experts opined that slow dating might continue to thrive even after we resume normalcy.

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