Popular dating and social media networking app Bumble has launched a brand-new global integrated campaign titled “Kindness is sexy” and starring none other than Aditya Roy Kapoor.

Bumble’s new campaign and their brilliant partnership have come at a time when singles in India are more focused on kindness as a key element of their dating decisions. According to Bumble’s recent survey, an overwhelming majority (81%) of respondents in India agree that kindness is more sexy than ever before. What’s more, 56% of these respondents valued kindness over physical attributes in a potential partner.
Clearly, Bumble has done their research.
Their new film features popular actor Aditya Roy Kapoor embodying this heartwarming sentiment as he explores online dating and redefines stereotypical tropes of “sexy” through the lens of different facets of “kindness” in a potential relationship, including respect and vulnerability to empathy.
The film isn’t just sweet sentiments, however – it leverages a playful and entertaining twist in the end which ultimately shows viewers how kindness goes a long way in making deeper, more meaningful connections.

Aditya Roy Kapoor expressed his heartfelt enthusiasm for this new partnership and shared his belief that at the end of the day, the heart of everything lies in being good to the people around you, including romantic partners. He believed that Bumble’s admirable message clearly showcased the kind of interactions they wanted people to have on their platform.

Whitney Wolfe Herd, founder and CEO of Bumble, further elaborated on the key message of their campaign, stating that kindness is a core value at Bumble and the driving force behind their mission to create healthy, equitable relationships. He hoped that this new content will help redefine the idea of attraction and will encourage people to never lose sight of the most valuable trait – kindness – in relationships.

Although their new film is relatively short, lasting for only one minute, it cleverly manages to make its point and provoke a poignant effect in its audience. Currently, it has garnered more than 6k views on YouTube with encouraging comments.