Background

When OkCupid decided to launch in India, they faced an odd challenge. Unlike western culture where dating is a part of society, India saw things differently. In India, dating is a fairly new concept. And people are matched by parents, families and friends. Everyone has a say in who you end up with.

Furthermore, the market was cluttered with dating apps, all promising a different kind of dating experience. It was a unique opportunity to talk to a progressive generation about their dating needs.

Idea

OkCupid finds you a match based on the questions you answer about your personality. So as a launch campaign, we encouraged people to find their own kind and not the kind their parents, friends or society will approve of. With “Find My Kind”, OkCupid started a completely new narrative within the category. Our film pushed this idea further with the story of a progressive couple that find each other because they believe in the same kind of things.

We made dating a truly personal experience, helping people find the kind of person who is right for them.