Dating app OkCupid has launched its first 360-degree campaign in India, called “Find My Kind,” to convey Indian millennials’ desire for personal agency when choosing partners. To launch the integrated campaign, OkCupid created a 60-second television spot that follows a man and a woman in their 20s answering questions on the app that defy social norms and peoples’ expectations of them.

The spot opens with the woman gracefully shunning her prospective match in an arranged marriage situation then goes on to show the man dodging a double date setup by his friend. In the end, their answers to questions like “How much do you care about the environment?” and “Do clothes define your character?” yield a 93 percent match on OkCupid leading them to a crossroads named “Something Real” where they meet face to face and lock eyes. 

The “Find My Kind” television spot celebrating authentic connections will air on national channels with a focus on English entertainment and movie channels as well as outdoor and print campaigns in Delhi-NCR, Bengaluru and Mumbai. The campaign will also extend to an all-girl comedy tour across Mumbai, Bangalore and Delhi where stand up acts will explore the lives of millennials who grew up in India and their experiences with dating. To expand the campaign’s message digitally, OkCupid worked with a variety of social influencers and advocates who champion the right to choose their own partner and make their own decisions.

“Today’s single Indian is battling ‘suitable’ recommendations by parents, friends, extended family or matrimonial services that don’t account for personal preferences. At the other end are exploratory dating services that don’t cater to Indian millennials who want a genuine partnership based on shared personal values. OkCupid celebrates people who are expressing their own preferences in this important decision and empowers them to live life on their own terms,” said Shuti Gupta, Brand Manager, OkCupid India.

In 2018, OkCupid launched its “DTF” campaign in the US under the brand’s first CMO, Melissa Hobley. Through a series of out-of-home (OOH) ads, “DTF” aimed to desexualize the derogatory term using ads and phrases that displayed experiences couples could relate to—like “Down to Fall Head Over Heels.” Although the campaign sparked controversy among some major outlets, the brand told AdWeek that it boosted social buzz by 50 percent.