Tinder in India moves from right swiping mothers to ‘Adulting Can Wait’
Tinder’s latest campaign for India, one of its top five markets, is built around the theme ‘Adulting can wait’. Created by J Walter Thompson, the film released late December on Indian social media clocked 7.3 million views on YouTube.
Speaking about the campaign, Tinder and Match group general manager for India Taru Kapoor said: “In our social narrative, there has always been a focus on ‘goals’ and ‘successes’. However, we want to celebrate the journey of getting there.
“In popular culture, the term ‘Adulting’ signifies behaving like a stereotypical adult: someone who has ‘settled down,’ figured life out and is responsible for themselves and others.
“The ad breaks down precisely these stereotypes and the pressure to conform that causes us to neglect our true passions and preferences.
“In the film, we see that the Tinder Girl — played by the singer of the ad Anjali Sivaraman — navigating through the maze of life. And when she eventually reaches the “exit”, she decides to prolong her adventure just a while longer.”
The ad is a far cry from Tinder’s first commercial in the country. Released around Mother’s Day, it featured a mother encouraging her daughter to go on a date via Tinder and ‘swiping right’ on her choice of apparel.
Speaking about the shift, Kapoor said: “It was part of our ongoing effort to create a conversation around dating and relationships in contemporary India. Over the last three years, we have grown explosively and our marketing and communication efforts have also evolved significantly in scale and scope.”
She added: “India is among Tinder’s top five growing markets and it is amongst the top three grossing apps in India.”
Credits:
Agency: J Walter Thompson, Delhi
Managing partner: Joy Chauhan
National creative director: Sambit Mohanty
National planning director: Pinaki Bhattacharya
Executive creative director: Sayantan Choudhury
AVP and senior creative director: Sumonto Ghosh
Copy supervisor: Sheetal Raghav.
Production house: Small Fry Productions
Director: Rajneesh Ghai ‘Razy’
Executive producer: Ryan Suares, Varun Mohta and Girish Kant Singh
Music director: Mikey McCleary
Singer: Anjali Sivaraman
Ravi is the editor at Mumbrella Asia. He has covered the marketing, advertising and media business for over two decades.
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