Tag: Tinder

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.”

December 24, 2018
Tinder Launches More Genders for Users in India

MUMBAI: Tinder, the world’s most popular app for meeting new people, today announced its latest update: Tinder will now support more ways to express gender identity, by giving users the ability to add information about their gender outside the binary. Users now have the opportunity on the platform to identify as any gender that they believe represents them most authentically.

Until now, Tinder users in India were offered only two options when selecting their gender: man or woman. For users who identified as transgender, gender neutral or somewhere between or outside the gender binary, that limitation posed an obvious challenge. Tinder now empowers users to just be themselves by adding 23 new genders to the list. From the ‘Edit Info’ screen, users can now type any word that describes their gender identity. Tinder users may also choose to display their gender on their profile.

Tinder instituted an advisory panel comprising The Humsafar Trust, India’s oldest LGBTQ organization working for the health and human rights of the community since 1994

and LGBTQ Author and inclusion advocate, Parmesh Shahani who helped guide local development of the update, help be more inclusive with indigenous gender identities and to reflect cultural nuances of the community in India.

Ashok Row Kavi, Chairperson, The Humsafar Trust, said, “Tinder’s new initiative celebrates the diversity and pluralism and truly represents the idea of India. For numerous Indians who identify as trans and non-binary, this will be their chance to be their true selves online and in person. It gives us great pleasure to be associated with Tinder on this bold move.”

“I am proud to be a part of this. While this is an important effort by itself I believe that the ripple effects will be tremendous,” said Parmesh Shahani. He adds, “I hope it enables Tinder users to express their authentic selves or to express themselves more freely, but beyond that the hope is that this act will empower other institutions, whether government or private to widen the framework with which they approach gender and offer their employees as well as customers a range of gender possibilities.”

Taru Kapoor, GM, Tinder India said, “Inclusivity, acceptance and individuality are core values of Tinder. Users are best to assert their own identity, and our latest update gives them the opportunity to decide how to express themselves authentically. I think it is vital to be reflective of our time, and it has been a good year in India for gender, sexuality and personal autonomy. What has been crucial is the assistance provided by The Humsafar Trust and Parmesh in customising the update for our community and including indigenous identities. Ensuring users feel like their true selves while using the platform is paramount. Everyone is welcome on Tinder.”

November 13, 2018
Tinder becomes top-grossing app on Android and launches Top Picks in India

MUMBAI: Tinder is excited to announce that Top Picks, a premium feature that surfaces a daily, tailored list of potential matches to Tinder Gold users, is rolling out on iOS and Android platforms in India and globally. Ahead of the rollout of Top Picks, Tinder reached number 1 grossing app status on Android in India.

Top Picks are based on criteria that can help predict a potential match using details like a user’s job, education, hobbies, and other details noted within their profile. The feature was first test launched in June 2018.

Paid features (like Top Picks) have helped increase Tinder’s subscriber growth and in August 7, 2018, Match Group reported that Tinder added 299,000 paid members in the second quarter, totaling 1.7 million in the past year and more than 3 million since the app started offering its subscription services.

“We’re excited to finally share Top Picks with our users around the world given its early success,” said Brian Norgard, Chief Product Officer at Tinder. “Data suggests users in test markets have loved the feature, and we’re happy to make one Top Pick available to all users each day with this global rollout. The feature refreshes every day, highlighting the diversity, talents and passions of our users in a simple, fun and useful manner.”

Taru Kapoor, GM of India at Tinder and Match group, added, “It has been our constant endeavour to provide more value to users; and hence we’re excited to make Top Picks available in India. The feature brings to life aspects of our users and provides a fun, new way of making meaningful connections”

September 12, 2018
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.”

February 19, 2018
Kingfisher redefines ‘Original Social Network’ with new ad campaign

MUMBAI: Amidst the blazing presence of several social media and networking platforms like Twitter, Facebook, Whatsapp, Instagram and Pinterest, it is hard to imagine a way to socialise and network without needing to share, like, tweet, tag and hashtag others. However, the fact remains that people did network, hangout and have vibrant discussions even before social media existed; be it over hot steaming mugs of coffee, at the dinner table at home or over clinking bottles of beers at parties. Kingfisher strikes this note with a new cleverly crafted campaign that declares the popular alco-beverage brand from United Beverage Limited as the Original Social Network.

Through a series of seven short and snappy videos titled Channel, Follow, Check In, Whatsapp Tick, Sharing, Trending and Tinder, the brand establishes Kingfisher beer as an essential element of socialising while using modern social media jargon like ‘#TheRightSwipe’ for Tinder, ‘share’, ‘like’ and the concept of double ticks on Whatsapp.

While JWT is the creative agency for the campaign, Kingfisher has given the digital mandate for the same to 22feet Tribal Worldwide

“Until recently before the advent of social media, networking was around beer. Now, after seeing the new way youngsters socialise we thought of giving a new spin to the old idea of networking over beers, yet giving the modern terminology that the youth is familiar with,” United Breweries marketing senior vice president Samar Singh Sheikhawat tells Indiantelevision.com.

Taking the digital first route, the brand plans to release the campaign on digital platforms a week before its scheduled release on television and other traditional media, which is slotted for the beginning of April, followed by a 360 degree marketing campaign for the same.

“Keeping in mind that partnerships is the way forward, we are engaging with Google, Facebook and Twitter and plan to sign annual agreements with such platforms across all our campaigns. We are currently in dialogue with Google, Adobe and Twitter with whom we will be signing partnership contracts with an aim to become the most salient alco-bev brands across these platforms over the next few years. Given the nature, magnitude and aim of the campaign, the brand is heavily investing into The Original Social Network,” says Sheikhawat.

“Between television and digital it’s a very large component of our spends. In the financial year 2015 – 2016, almost 15 per cent of our spends on marketing for brand Kingfisher will go into The Original Social Network. For the next year (2016 – 2017), we will be increasing the spends to 20 per cent,” reveals Sheikhawat revealing that the brand intends to shoot an original film to take the campaign to the next phase.

“If one were to consider the peripheral promotional videos, the budget for the campaign may go up to 25 per cent,” asserts Sheikhawat.

Alcoholic beverage brands have long mastered the art of surrogate advertising without making direct reference or showcasing the same in traditional media. Some use music cassettes and CDs, while others use websites as references. It is no doubt a creative challenge for marketers of alcoholic beverages to come up with new innovative ways to make a brand statement.

“I think the industry has found a way around it. We, at Kingfisher have a viable alternative, which is the Rs 200 crore packaged drinking water brand from Kingfisher. Unlike other brands, we use this legitimate viable product to our advantage,” Sheikhawat shares.

Keeping the constraints in mind the new campaign becomes all the more important for it highlights the moments around the product rather than the product itself.

“If we connote the micro moments around beer, we can find nomenclature for the same in social media that we are used to. So we thought it would be a good idea if we could build a campaign on this sentiment that marries both worlds of networking,” he adds.

On the digital front, since YouTube doesn’t allow alcohol advertising, Kingfisher will go for a non product communication of the brand on the platform. The same goes for the open page that the brand has on Facebook. On the other hand, on its age-gated page, the brand will go for product advertising.

February 25, 2016
Kingfisher redefines ‘Original Social Network’ with new ad campaign

MUMBAI: Amidst the blazing presence of several social media and networking platforms like Twitter, Facebook, Whatsapp, Instagram and Pinterest, it is hard to imagine a way to socialise and network without needing to share, like, tweet, tag and hashtag others. However, the fact remains that people did network, hangout and have vibrant discussions even before social media existed; be it over hot steaming mugs of coffee, at the dinner table at home or over clinking bottles of beers at parties. Kingfisher strikes this note with a new cleverly crafted campaign that declares the popular alco-beverage brand from United Beverage Limited as the Original Social Network.

Through a series of seven short and snappy videos titled Channel, Follow, Check In, Whatsapp Tick, Sharing, Trending and Tinder, the brand establishes Kingfisher beer as an essential element of socialising while using modern social media jargon like ‘#TheRightSwipe’ for Tinder, ‘share’, ‘like’ and the concept of double ticks on Whatsapp.

While JWT is the creative agency for the campaign, Kingfisher has given the digital mandate for the same to 22feet Tribal Worldwide

“Until recently before the advent of social media, networking was around beer. Now, after seeing the new way youngsters socialise we thought of giving a new spin to the old idea of networking over beers, yet giving the modern terminology that the youth is familiar with,” United Breweries marketing senior vice president Samar Singh Sheikhawat tells Indiantelevision.com.

Taking the digital first route, the brand plans to release the campaign on digital platforms a week before its scheduled release on television and other traditional media, which is slotted for the beginning of April, followed by a 360 degree marketing campaign for the same.

“Keeping in mind that partnerships is the way forward, we are engaging with Google, Facebook and Twitter and plan to sign annual agreements with such platforms across all our campaigns. We are currently in dialogue with Google, Adobe and Twitter with whom we will be signing partnership contracts with an aim to become the most salient alco-bev brands across these platforms over the next few years. Given the nature, magnitude and aim of the campaign, the brand is heavily investing into The Original Social Network,” says Sheikhawat.

“Between television and digital it’s a very large component of our spends. In the financial year 2015 – 2016, almost 15 per cent of our spends on marketing for brand Kingfisher will go into The Original Social Network. For the next year (2016 – 2017), we will be increasing the spends to 20 per cent,” reveals Sheikhawat revealing that the brand intends to shoot an original film to take the campaign to the next phase.

“If one were to consider the peripheral promotional videos, the budget for the campaign may go up to 25 per cent,” asserts Sheikhawat.

Alcoholic beverage brands have long mastered the art of surrogate advertising without making direct reference or showcasing the same in traditional media. Some use music cassettes and CDs, while others use websites as references. It is no doubt a creative challenge for marketers of alcoholic beverages to come up with new innovative ways to make a brand statement.

“I think the industry has found a way around it. We, at Kingfisher have a viable alternative, which is the Rs 200 crore packaged drinking water brand from Kingfisher. Unlike other brands, we use this legitimate viable product to our advantage,” Sheikhawat shares.

Keeping the constraints in mind the new campaign becomes all the more important for it highlights the moments around the product rather than the product itself.

“If we connote the micro moments around beer, we can find nomenclature for the same in social media that we are used to. So we thought it would be a good idea if we could build a campaign on this sentiment that marries both worlds of networking,” he adds.

On the digital front, since YouTube doesn’t allow alcohol advertising, Kingfisher will go for a non product communication of the brand on the platform. The same goes for the open page that the brand has on Facebook. On the other hand, on its age-gated page, the brand will go for product advertising.

February 25, 2016
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.

February 4, 2016
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.

February 4, 2016
‘Happy Ending’ making match on Tinder

MUMBAI: The much awaited Happy Ending that stars Saif Ali Khan, Ileana D’cruz, Govinda, Kalki Koechlin and Ranvir Shorey is set to release on 21 November. Directed by Raj & DK, Happy Ending is a story about two writers Yudi and Aanchal who are both commitment phobics, and their journey towards a happy ending. Pegged as a ‘Rom-Com about Rom-Coms’, the digital campaign for this film has gone ahead of the traditional social media of Facebook and Twitter and has explored the popular dating app Tinder.

The lead pair of the film, Yudi and Aanchal (Saif and Ileana) joined Tinder three days prior to the release. Post the announcement on social media, a lot of people ‘matched’ their profiles on Tinder and started having a conversation with the characters. The activity quickly picked up and in less than an hour both their Tinder profiles had over 100 matches.

On Twitter, many users engaged in fun conversations with Yudi & Aanchal where the characters asked them to meet them on 21 November hence popularising the release date.

The Glitch group head entertainment strategy Mehak Sabat said, “Look around and you will find the youth is on Facebook, Twitter, Instagram and Tinder. If social media platforms are evolving, so should our movie promotion campaigns. With Happy Ending, we are the first to tap the potential of Tinder. We have gained immense traction on the app ever since we have launched this activity, and users are not only reacting to the novelty of the campaign but also relating with the movie protagonists.”

“A small research in our circle helped us find out that Tinder is full of commitment-phobic people! Young boys and girls just looking to spend some fun time together not really caring about ‘Where is this relationship going?’ and knowing our characters as from Happy Ending Yudi & Aanchal, we were sure they would definitely be the first ones to sign up on Tinder. What better way to get the boys to fall in awe of Aanchal and the girls to fall for Yudi?,” Eros International marketing team said.

Happy Ending releases in theatres this Friday.

November 20, 2014