Indian millennials are completely different from any generation before them and OkCupid’s one million plus users are proof of it. Their ask is to — Find My Kind — not their parent’s kind, not society’s kind and not their friends’ kinds .
While planning their first ever 360-degree brand campaign in India, the app wanted to understand what Indian millennials really want from life and relationships. They gathered responses from users, in the age group of 25 and 35 years, to questions on the app that inform OkCupid’s algorithm to make suggestions of compatible matches.
The data found that expectations within this group regarding an ideal partner are evolving fast, and so are social and cultural expectations. Instead of being told what to do, or having other people choose for them, young, single Indians want to make their own choices based on the connection they share with a person. They are in no hurry to ‘settle down’ or ‘compromise’ until they feel comfortable with their choice. It was found out that the millennials are voicing their independent opinion on most things in their lives and redefining what a serious relationship means for them today.
Taking insights from the data gathered, OkCupid launched its first brand campaign in India including their first TVC, ‘Find My Kind’. The campaign builds on the insight that people of this generation want a meaningful relationship with a like-minded partner to share their values and beliefs.
