Bumble's Love is in the Air Campaign Celebrates Equality in Festive Planning

As the festive season approaches, a new survey from Bumble highlights a significant shift in attitudes towards relationship dynamics in India. The survey reveals that 9 in 10 (91%) Indians believe it is important for partners to contribute equally when planning for the festivities, reflecting a modern approach to romance rooted in collaboration and shared responsibilities.

The festive period brings not only the warmth of diya-lit homes and vibrant rangolis but also an atmosphere of equality. Bumble's findings indicate that love extends beyond gifts and grand gestures to encompass teamwork and mutual support in planning celebrations.

Traditionally, women have taken the lead in festive organisation. However, the survey indicates a changing mindset, with 45% of women expressing that they often bear most of the responsibility for planning couple activities during this time. Nevertheless, many individuals are now embracing the concept of shared responsibilities, fostering a new dynamic in relationships.

Just over half (51%) of respondents expressed excitement about the idea of both partners equally contributing to festive activities, viewing it as a valuable opportunity for bonding. Additionally, 36% of Indians are open to equal contributions, acknowledging that adjustments may be necessary as they navigate this new approach. This shift highlights a growing appreciation for teamwork in creating memorable festive experiences, suggesting that a balanced partnership enhances celebrations and strengthens relationships.

Pracheta Mazumdar, Bumble’s Senior Marketing Manager for APAC, stated, “As the festive season approaches and celebrations come alive, shared responsibilities are becoming increasingly important in relationships. Bumble’s research shows that for 1 in 2 Indians, equality in managing festive tasks is a green flag. Whether it involves decorating, planning gatherings, or shopping, fostering stronger connections is key. This festive season is a great opportunity to showcase your values on your Bumble profile—through an Opening Move or your bio—to find someone who shares your outlook and is eager to collaborate for the festivities.”

Bumble's India Relationship Expert, Ruchi Ruuh, offers several tips for couples looking to make the most of the festive season together:

1. Festive Market Treasure Hunts: Turn festive shopping into a fun scavenger hunt. Visit local markets with a list and budget to make the experience enjoyable.
2. Your Own Festive Traditions: Create unique traditions by blending family customs or establishing new ones, such as lighting diyas in unexpected places or making fusion sweets.
3. Festive Date Night at Home: With many preferring to stay close to home, a cosy night in could be ideal. Dress up, decorate your space, and cook a special meal together.
4. Festive Photoshoot: Capture the festive spirit with a photoshoot at home. Dress in festive attire and take photos together, creating lasting memories.

The festive season inherently emphasises togetherness and celebration, providing an opportunity for genuine connections. Bumble’s survey indicates that embracing shared values and responsibilities can help couples foster deeper relationships while enjoying the festivities.

The research was conducted by Censuswide, involving a sample of 2,004 individuals in India aged 18-43, between 16 September and 24 September 2024. Censuswide abides by the Market Research Society code of conduct and ESOMAR principles.