Watch: Bumble’s Kindness is Sexy Campaign

Dating app Bumble has launched a new campaign to highlight that kindness is truly the most attractive quality. Its latest video features Indian actor Aditya Roy Kapur as he demonstrates how kindness can lead to stronger connections.

The dating app conducted a survey in India and found that 81% of respondents believe that #KindnessIsSexy now more than ever before. Inspired by this, the dating app shared this new video bringing the tagline to life:

The dating app conducted a survey in India and found that 81% of respondents believe that #KindnessIsSexy now more than ever before. Inspired by this, the dating app shared this new video bringing the tagline to life.

Part of the Kindness is Sexy campaign also highlights Bumble’s recently added feature: Compliments. This message-before-you-match option gives users the ability to demonstrate their kindness by sharing compliments with individuals that catch their eye

When we approach dating with kindness, we help create an environment of respect and compassion, and for connections to grow,” said Whitney Wolfe Herd, founder and CEO of Bumble. 

“Kindness is a core value here at Bumble, and we know it is the driving force behind our mission of creating healthy and equitable relationships. This new content helps redefine the idea of attraction and encourages us to never lose sight of the most valuable traits in a relationship”, she added.

Actor Aditya Roy Kapur, the new face of this campaign, shared “, “At the end of the day, the heart of everything lies at being good to people around you, including your romantic relationships”.

“I think it’s great what Bumble is doing by telling everyone, who is on their platform and whoever wants to join, that what matters is being good to each other, being accountable and responsible on the platform. By showing kindness is sexy, I think they have set the tone very clearly about the kind of interactions and the kind of people they want on the platform – I think more power to Bumble for doing that!”, Kapur continued.

You can watch some other examples of the Kindness is Sexy campaign below: