Celebrating the empowerment of Indian women, Priyanka Chopra Jonas & Bumble, the woman-first social network, champion equality and challenge gender stereotypes in a powerful campaign called “Equal Not Loose”.
The fully integrated marketing campaign celebrates the empowerment of Indian women and challenges the judgment that too often accompanies their pursuit of independence and achieving their professional and relationship goals.
As part of the campaign, the brand is gathering consumer-generated content from celebrities and women influencers “who make empowered choices in love, life and work and resist the judgment to be labelled ‘loose’ for doing so.”
“Loose” is a term rooted in misogyny that is used to hold women back from achieving the independence they deserve and demand. These captions look to drive home the point that women who pursue their careers are “ambitious, not loose” and those who date are “curious, not loose.”
Representing the spirit of the modern-day Indian woman, these names will be tweeting and posting an adjective or word that best describes and represents them ,followed by “not loose” .
By this, Bumble aims to encourage Indian women to feel liberated from societal judgements that hold them back, so they are free and empowered to make their own choices in love, life and business.
Says Whitney Wolfe Herd, Bumble Founder and CEO, “At the heart and soul of Bumble is a mission to empower women worldwide and we’re so honored to be sharing that message with our users in India. To tear down generations old stigmas, you must first make people aware of the issues and start the conversation, and we’re hoping our collaboration with Priyanka will help do just that.”
“Whitney and I share a relentless passion for empowering women, and being able to showcase that in our first campaign is something we’re all immensely proud to be a part of,” adds Priyanka Chopra Jonas.