The online dating platform, Bumble has collaborated with the former Indian cricketer and commentator, Ravi Shastri, for its latest brand campaign.
The commercial exhorts people to embrace their true selves throughout the dating experience. The advertisement depicts Shastri going through an existential crisis when Bumble approaches him for collaborating to do dating commentary for India’s youngsters. To prepare for this task, he involves himself in some identifiable tropes of ‘youthfulness,’ culminating in the realization that, whether on or off the field, the most valuable thing anybody (including Ravi Shastri) can do is to be themselves – genuine, unflinching, and self-aware.
After seeing the profiles of potential matches on the dating platform, users can “swipe left” to reject a person or “swipe right” to indicate interest. Bumble’s distinguishing characteristic is that only female users can start contact with suitable male users.
On the association, Ravi Shastri, said, “My profession, playing cricket, taught me to be adaptable. So, you are ready for anything. You treat it as a challenge, and whatever you do, you enjoy. And you apply the same learnings from cricket into whatever else you do, because there’s plenty that the game has taught you and a lot of stuff that can be used in any walk of life.
“I enjoyed this partnership with Bumble – it was fun! It is important to back your strengths and stick by them. Why be somebody else? You are not going to get the best out of yourself if you’re going to ape somebody else. Be yourself and crack the whip.“
Paarmi Modi, India and SEA Marketing Director, Bumble, said, “Tapping into the buzz and excitement around the upcoming cricket season, we are excited to partner with cricket legend, Ravi Shastri, who through the test of time has always been his unapologetic self. With this campaign, we want to encourage our young audiences that there’s nothing sexier than being yourself and how a meaningful dating journey starts with ‘you’. We hope that through Ravi’s journey of commentary with Bumble, our audiences feel empowered to bowl their matches over with their most authentic selves!“