In a world saturated with dating apps, happn is not just changing the game; it’s rewriting the rules. With an innovative approach to fostering healthy connections, happn aims to encourage men to shift from entitlement to enlightenment. The app spotlights famous movie scenes that have been glorified but are misogynistic and deliver the wrong message.
happn collaborated with three charismatic male creators, Vishnu Kausal, Ritvik Sahore and Jiggar Thakkar, to bridge the gap between reel and real life with #Changethereel. The influencers recreated famous movie scenes with a crucial twist. They called out the sexist remarks in these scenes through humour and wit and gave them a 2023 makeover. This campaign is a call to action for society to rethink its approach to romance and interactions.
Here’s how they transformed problematic dialogues to make them healthy and respectful:
- ORIGINAL:“Tu ladki ke peeche bhagega, ladki paise ke peeche bhagegi. Tu paise ke piche bhagega, ladki tere peeche bhagegi.”- Wanted
(You run after the girl; she’ll run after the money. You run after the money, she’ll run after you)
FRESH TAKE: “Tu ek insaan ke qualities ke peeche jayega, aur agar tumhare values match karenge, toh woh bhi tere qualities ke peeche aayegi.”
(You run after the qualities of a person, and if the values match, that person will also run after your qualities)
- ORIGINAL:“Pyaar se de rahe hain, rakh lo, varna thappad maarke bhi de sakte hain.”- Dabbang
(I’m giving it to you with love; keep it. Else, I can slap you and give it as well.)
FRESH TAKE: “pyar se de rahe hain rakhlo warna koi nai hum apne paas hi rakhenge.”
(I’m giving it to you with love, or else, no worries, I’ll keep it myself)
ORIGINAL:“Tumhari jaisi ladki flirting ke liye nahi, ishq ke liye bani hai.”- Yeh Jawanji Hai Deewani
(Your kinda girl is not meant for flirting, just love)
FRESH TAKE: “Tumhare jaisi ladki jis cheez mein tumhara consent ho us cheez ke lie bani hai.”
(You’re the kind of girl who is made for whatever you consent to.)
As part of happn’s evolving strategy, the brand is now focusing on women first and exploring collaborations with positive Gen Z and young millennial creators. The ‘Change the reel’’ campaign aims to encourage healthy conversations while dating and to educate young users about misogynist / sexist behaviour in a fun and humorous way.