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Tag: Taru Kapoor

  • Tinder adds New Safety Feature: In-App Alert for LGBTQ+ Users when in Hostile Territories

    Tinder adds New Safety Feature: In-App Alert for LGBTQ+ Users when in Hostile Territories

    India: Tinder, the world’s most popular app for meeting new people, today announced a new safety feature, Traveler Alert. The feature is designed to protect and inform members of the LGBTQ community from the inherent risk of using dating apps in the nearly 70 countries that still have discriminatory laws effectively criminalizing LGBTQ status. The Traveler Alert will appear when the app is first opened in one of these countries to educate and warn users about the potential dangers LGBTQ people face. This update further strengthens the brand's focus on keeping all its users safe.

    As part of the update, users who identify as LGBTQ will no longer automatically appear on Tinder when they open the app in these countries. Once the alert is activated, users will have the choice to remain hidden while in that location or opt into making their profile public so that they can connect with new people. In the latter case, if a user has added sexual orientation or gender identity to their profile, the app will automatically take the step to remove this information to safeguard users from law enforcement agencies and individuals who may target them. The alert will appear when users are on the ground in these countries, as well as if they are using Tinder’s Passport feature to connect with users in any location in the world. Once users have left the country or changed their location, then they will be visible again on the app.

    Taru Kapoor, GM-India, Tinder and Match Group says, “Inclusivity and acceptance are core values at Tinder and drives all our efforts. Everyone is welcome on Tinder- regardless of gender identity and orientation and the safety and security of our users is also of paramount importance to us. The Tinder Traveler Alert combines these values, ensuring that our LGBTQ+ users are aware of the necessary precautions they need to take in countries that are hostile towards gender and sexual orientations outside the binary. This alert is an example of the many steps that we are taking to protect our users around the world, and is an extension of our many efforts to facilitate better connections for LGBTQ+ users in India.”

    Tinder collaborated with ILGA World, sourcing data from their latest State-Sponsored Homophobia report, to help establish where the alert should be deployed. If users are served the warning and would like to learn more, they will be directed to ILGA World’s 2019 resources focused on sexual orientation laws.

    “We hope that this development will raise awareness amongst all Tinder users, and help protect people of diverse sexual orientations in the 69 countries around the world that currently still criminalise same-sex love,” said André du Plessis, Executive Director at ILGA World. “We support Tinder’s dedication to improving security features for their users. We work hard to change practices, laws and attitudes that put LGBTQ people at risk – including the use of dating apps to target our community – but in the meantime, the safety of our communities also depends on supporting their digital safety.”

    In addition to its Traveler Alert, Tinder has launched a number of updates and efforts in support of the LGBTQ community over the last year. With the help of India’s oldest LGBTQ organization, The Humsafar Trust and LGBTQ author and inclusion advocate, Parmesh Shahani, the app released 23 More genders. This was followed by the launch of a new Sexual orientations feature, which gives users another way to express sexuality and have more control over potential matches.

  • Tinder study reveals Gen Z driven by self-discovery

    Tinder study reveals Gen Z driven by self-discovery

    MUMBAI: Popular dating app Tinder has done a unique study on the youth population in India revealing that the early 20s have acquired “a new meaning and cultural significance” for the GenZ. The study reveals that the youngsters in the age bracket of 18 to 25 are changing the norms of “adulting” by trying to be freer in exploring career fits, relationships, interactions, self expression, self-identity, and the direction they want their life to take. For both men and women, getting married and having kids ranks fairly low on their 5 year-goals lists and aspirations. So does accumulating assets – they would much rather collect experiences.

    The study states for young Indians in the ages of 18 to 25, ‘being myself’ is the most important priority over a five-year horizon. For those in the ages of 18 to 22, this is followed by making their parents proud (56 per cent), building strong friendships (56 per cent), finishing their education (52 per cent) and exploring the world and meeting different people (42 per cent). These priorities evolve somewhat for those in the age group of 22 to 25 years, with getting a good job becoming a key priority (56 per cent), while making their parents proud (54 per cent) and building strong friendships (52 per cent) remain strong priorities for this cohort as well.

    Tinder’s research also found that the uncertainties of this life stage are felt in more pronounced ways for women in India who have conventionally had much more pressure to adhere to social expectations and norms, and are also allowed less time than men before being asked to “settle down". 63 per cent of women surveyed indicated their desire to work hard to achieve self identified goals as a top priority.

    Speaking about the insights, Tinder India – GM Taru Kapoor said, “In our social narrative, there always has been a lot of focus on ‘goals’ and ‘successes’ – the perfect life partner, the settled career path, the house, the car or whatever it is that one aspires to. But we have never really focused on celebrating the journey that gets us there – the mishaps and the milestones, the sometimes confusing but ultimately very memorable phase of life that is unique for everyone. We want to celebrate the little wins and showcase empathy towards the struggles, dilemmas, worries, and wins of this life stage without judgment. We believe the journey is just as important to celebrate and cherish as the destination. It is the journey of growing up and discovering the world and yourself. It is an opportunity to deeply examine your values and challenge preconceived definitions of happiness, success, and possibilities. We are therefore celebrating the journey towards ‘Adulting’. Tinder is a companion and champion as we celebrate this life-phase and navigate all its unique dilemmas and problems.”

  • Tinder rolls out ‘Adulting Can Wait’ campaign

    Tinder rolls out ‘Adulting Can Wait’ campaign

    MUMBAI: Dating app Tinder has rolled out its latest brand campaign ‘Adulting Can Wait’ to tap into Gen Z’s reality by establishing that pre-adulting life stage must be cherished and championed and not be underplayed as just transitional.

    The Tinder campaign kick-starts with a digital video, and will be supported in the first phase by an outdoor and digital media campaign. The film has been created and conceptualised by J Walter Thompson, Delhi.

    J Walter Thompson Managing partner Joy Chauhan said, “Young people would like to give choice a chance and see where it takes them. If only adulthood wasn’t looming. Tinder first released dating from its limitations and now it is empowering the young with control; to make discoveries, to meet people who open new doors, to explore a charmed life. Everyone has to grow up but why waste your ‘young’ in anticipation of it? This content just gives them that nudge with heart, humour and a lightness of touch!”

    J Walter Thompson national creative director Sambit Mohanty added, “Tinder is more than just an app that enables 'dating'. It's a plethora of life experiences and a whole lot of fun. That's the spirit we wanted to capture with our new campaign – tailor-made for a young and restless generation that doesn't want to commit to adult choices.”

    Tinder has also launched a specially designed OOH campaign, featuring recreated popular memes at key locations across metro cities.

    Commenting on the campaign, Tinder India GM Taru Kapoor said, “Experiences in our early 20s serve as lessons in how to adult and eventually “settle down”. Growing up isn’t really optional, and we will achieve the goals that we seek and the ones we didn’t know we seek. We will all get there, whatever ‘there’ is. But until then, we want to celebrate the unexpected surprises at every corner – the craziness we will be nostalgic about sooner than we think, the relationships that will leave us better than they found us, the adventures that will make us challenge our own limits and the people who will leave an indelible mark on our lives.”

    Taru further added, “Tinder represents endless possibilities where each right swipe opens up a new world of unique possibilities. Every swipe is a new connection, a potential epic memory or a valuable lesson in self-discovery. The film captures all the potential connections and social interactions, which eventually shape our worldviews as well as self-identity that Tinder can facilitate.”

  • Tinder peeks into a world of possibilities in latest ad

    Tinder peeks into a world of possibilities in latest ad

    MUMBAI: Every swipe on Tinder represents the possibility of meeting someone new and interesting, and starting something epic – an epic friendship, a crazy adventure or an epic love story. The possibilities are endless and quite literally in the palm of your hand. Tinder’s new digital film brings this world of possibilities alive.

    This latest Tinder video follows the fun, confident and spunky Tinder girl, played by indie musician and actor Kavya Trehan, as she goes about exploring the world and herself, enjoying the adrenaline rush of bonding with the people she meets along her way. Her world is full of joy, ease, spontaneity, excitement and adventure, minus any fear of rejection or judgment to hold her back.

    The film conceptualised and executed by BBH India and directed by Bharat Sikka, plays to a lively background score of ‘Jaan Pehchan Ho,’ originally sung by late Mohammad Rafi and has been recreated by Mikey McCleary – an India-born New Zealander music composer known for many award-winning tracks. A 90 second digital film, it brings to life the snazzy, empowering and irreverent world of Tinder where one is free to be oneself, create new connections with like-minded people, and open a world of epic experiences for themselves.

    Commenting on the new video, Tinder India head Taru Kapoor says, “Tinder expands your world by helping you meet new and interesting people you may never meet otherwise, as well as opens doors to exciting beginnings. The film portrays the joy and adrenaline of the epic possibilities that millions of Tinder users enjoy every day while being in control at all times. On Tinder, epic can range from a great conversation where you discover something new, an amazing first date, the beginning of a new friendship to the starting of a romantic relationship – the chemistry of every conversation on Tinder is unique! Women especially love Tinder as it is a community based on equality, mutual respect and a place where they are not judged for being themselves or being bombarded with unsolicited attention.”

    BBH Delhi executive creative director Vasudha Misra adds, “Tinder, at its core, connects people to other like-minded people, helps one make new friends, find a date or a life partner. It puts people in control of their social interactions in a way that may not be possible otherwise. And this film is an unabashed, joyous celebration of that feeling. In a world where we are always being told how to behave and what not to do, Tinder stands (and does a little jig) for individual choice, without judgment.”

    BBH Delhi general manager Shreekant Srinivasan mentions, “BBH has been known for partnering with some of the most iconic global brands that challenged and redefined pop culture. Tinder has challenged taboos and become a part of lifestyle and culture both globally and in India. So, the partnership is natural. I’m extremely excited with the work we have created.”

  • TVF partners Tinder for ‘Qtiyapa’ show Eat, Pray… Swipe, Tinder Qtiyapa!,

    TVF partners Tinder for ‘Qtiyapa’ show Eat, Pray… Swipe, Tinder Qtiyapa!,

    MUMBAI: Web series pioneer TVF (The Viral Fever) has collaborated with dating and social discovery application Tinder to launch the first Qtiyapa show of 2016 titled Eat, Pray… Swipe, Tinder Qtiyapa!

    The show takes a humorous view of the experience of meeting someone new by bringing the app experience alive. Quite literally!

    Talking about the Qtiyapa show, director Raghav Subbu said, “The idea of Eat, Pray…Swipe | Tinder Qtiyapa came from a simple thought of bringing the app to real life. The purpose of this sketch was to bend our rigid cultural taboo against dating apps and make women aware that there are sound and decent men out there at the swipe of a finger.”

    Tinder has changed the way people meet and date around the world by bringing the experience of meeting someone new to mobile and pioneering features such as the ‘right swipe’ to express interest and the double opt-in, which requires that both users must express mutual interest to form a connection and chat.

    Tinder, country head – India Taru Kapoor added, “Tinder was built to enable users to make new and meaningful connections. The app experience is designed in such a way that puts users solely in control of their interactions while also reducing the fear of rejection. Each day, millions of connections form based on mutual interest on Tinder. We are thrilled to partner with TVF for this sketch that brings alive Tinder’s core promise through the humorous adventures of the lead character.”

    The sketch takes viewers through the travails of TVF’s popular actor Jitu aka Harishchandra and the female protagonist Swarnlata. The video also brings to life popular features of Tinder like the ‘Super Like.’

    A teaser of the video will be released on the Tinder app as well. The subtle humour will tickle the funny bone as well as bring to life Tinder’s core proposition of making it easier to make new connections.

  • TVF partners Tinder for ‘Qtiyapa’ show Eat, Pray… Swipe, Tinder Qtiyapa!,

    TVF partners Tinder for ‘Qtiyapa’ show Eat, Pray… Swipe, Tinder Qtiyapa!,

    MUMBAI: Web series pioneer TVF (The Viral Fever) has collaborated with dating and social discovery application Tinder to launch the first Qtiyapa show of 2016 titled Eat, Pray… Swipe, Tinder Qtiyapa!

    The show takes a humorous view of the experience of meeting someone new by bringing the app experience alive. Quite literally!

    Talking about the Qtiyapa show, director Raghav Subbu said, “The idea of Eat, Pray…Swipe | Tinder Qtiyapa came from a simple thought of bringing the app to real life. The purpose of this sketch was to bend our rigid cultural taboo against dating apps and make women aware that there are sound and decent men out there at the swipe of a finger.”

    Tinder has changed the way people meet and date around the world by bringing the experience of meeting someone new to mobile and pioneering features such as the ‘right swipe’ to express interest and the double opt-in, which requires that both users must express mutual interest to form a connection and chat.

    Tinder, country head – India Taru Kapoor added, “Tinder was built to enable users to make new and meaningful connections. The app experience is designed in such a way that puts users solely in control of their interactions while also reducing the fear of rejection. Each day, millions of connections form based on mutual interest on Tinder. We are thrilled to partner with TVF for this sketch that brings alive Tinder’s core promise through the humorous adventures of the lead character.”

    The sketch takes viewers through the travails of TVF’s popular actor Jitu aka Harishchandra and the female protagonist Swarnlata. The video also brings to life popular features of Tinder like the ‘Super Like.’

    A teaser of the video will be released on the Tinder app as well. The subtle humour will tickle the funny bone as well as bring to life Tinder’s core proposition of making it easier to make new connections.