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This Valentine’s Day OkCupid reminds every single hopeful romantic that #LoveIsIncoming

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 This is the second leg of OkCupid’s Love Is… campaign launched in November last year

It’s that time of the year that romantics wait for with bated breath- an excuse to celebrate love for a whole month. Dating app OkCupid launched the second leg of its digital campaign #LoveIs… to celebrate single millennials or ‘hopeful romantics’ to gently remind them that they deserve love and not to lose hope as #LoveIsIncoming. Continuing its messaging of how love means different things to different people and should be accepted and celebrated irrespective, OkCupid understands that many single dating millennials out there might feel their loneliness amplified during this month due to all the hoopla around love and romance leading to wondering if they will ever find their kind of love. Hence, its latest campaign reaches out to these singletons like a warm hug to let them know that they should not despair and be positive, after all love is right around the corner, it is “incoming”! And OkCupid is there to help them find it. For all those single and hopeful millennials that are looking for their kind of love, OkCupid is your wingperson without judgement. With more than 3000 questions in its algorithm, OkCupid helps single millennials find their kind of love celebrating their values, beliefs and quirks.

The campaign kick starts today through a series of digital activations including a digital video featuring actor Mouni Roy. Written by Dhruv Sehgal, the video follows a woman as she moves to a new city and discovers the first sparks of love on OkCupid. On 12th February, Kusha Kapila will take over OkCupid’s twitter handle to give single people a massive digital hug. She will be responding to single people expressing their angst on Twitter. With singletons looking up their zodiac signs to find a clue on how to go about finding a partner of their kind, OkCupid has also designed their very own ‘Love Bhavishyavani’ filter on Instagram which will (try to) predict the direction of their love lives. For the singles who don’t believe love is coming their way yet, comedian Gaurav Kapoor and wife Shrey Sharma take over OkCupid’s YouTube IP ‘The Dating Show’ with advice on love, life and dating. Leading Indian actress and fan favorite Sriti Jha will also be doing a spoken word piece on going from hopeless to hopeful romantic and finding love on OkCupid. There are a bunch of content partnerships in store as well with radio and media publications focusing on love forecasts for various sun signs and love advice for singletons.

Anukool Kumar, Marketing Director, OkCupid India, says, “We know how frustrating Valentine’s Day can be when a person wants love but can’t find it. Through this campaign we wanted to make sure to remind people not to compromise – not on the relationship they want or the person they want to share that love with. Especially if they are on OkCupid we know love is coming to them. The intent in taking this approach is to validate the single-hopeful-romantic-millennial’s experience and remind them that they are worth it, and that they deserve love. This Valentine’s Day they’ve got OkCupid for company reminding them that they will find the kind of love they seek, on their terms, when they want it!”

Everyone’s favourite influencer Kusha Kapila comments on playing love bot on OkCupid India’s Twitter account says, “Not going to lie but Valentine’s day was always a very normal day for me. I always thought that love needs to be celebrated every day and doesn’t need one day of dedication to it. But the hopeless romantic in me used to be wooed by the efforts other couples around me were putting to make each other feel special and in that moment I used to hope that someone plays cupid for me. Hence this partnership with OkCupid sounded so much fun to me and I have made it my mission that I will make at least 5 people live their perfect brown girl/boy moment straight out of a Bollywood movie. To know how I will accomplish this watch me take over OkCupid’s Twitter page where I am going to interact with all the singletons and remind them to not settle for anything less in the name of love. I know I would have fun and hope the audience will as well!”

Commenting further, Dr. Rachna Khanna Singh, resident relationship expert at OkCupid says, “Millennials today are waiting to fall in love with a partner of their choice who shares their vibe and is on the same wavelength. Valentine’s Day or the month of love can induce a sense of loneliness and hopelessness amongst single millennials who continue to be true to what they want but haven’t found yet leading to self-doubt and isolation. OkCupid’s #LoveIsIncoming campaign is a gentle reminder to them that they should not lose hope! They can still meet like-minded people who match them and their quirks, and build the life they seek together. The serendipities that online dating has to offer are immense and waiting to be explored.”

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