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Tag: Tinder India

  • Abhay Kaul’s Adtomica swipes right on Tinder as agency on record for India brand partnerships

    Abhay Kaul’s Adtomica swipes right on Tinder as agency on record for India brand partnerships

    MUMBAI: Love may be fleeting, but creative chemistry endures. Following the viral impact of Tinder’s 2025 ‘Move On’ campaign, independent creative shop Adtomica has been named the agency on record (AOR) for Tinder’s brand partnerships in India. The campaign, built around the emotionally liberating act of binning mementos from past relationships, delivered both heartbreak therapy and a bold marketing statement.

    Executed in collaboration with quick commerce platform Blinkit, the campaign distributed 150,000 Tinder Plus vouchers at 75 per cent off via Singles mode. Adtomica led the charge on creative direction, integrating the offers directly into the platform with in-app assets that drew heavy engagement.

    “Tinder is a brand that dares to be bold, and we love that. As their agency on record for partnerships in India, we’re excited to keep building experiences that are platform-first, culturally sharp, and always rooted in value for users”, said Adtomica founder & CEO Abhay Kaul.

    Tinder’s team credited Adtomica for nailing the cultural pulse and turning insight into action. “Tinder is more than a dating app — it’s a reflection of how young India explores identity, connection, and self-worth. With the ‘Move On’ campaign, we wanted to create something emotionally resonant yet unmistakably bold. Adtomica understood that instinctively. Their ability to translate cultural insight into real-world engagement made this campaign truly memorable. We’re excited about what’s next”, said a Tinder spokesperson.

    With Tinder continuing to shape gen z’s social rituals in India, Adtomica now carries the creative baton to expand its brand partnership playbook. If the last campaign was any hint, expect more swipe-worthy ideas to follow.

  • 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.”