Post inventing the ‘swipe’ and ‘double opt-in’, and changing paradigms of dating for young Americans, Tinder came to India - where dating itself was new. Tinder enjoyed organic growth in India but through this campaign, the brand wanted to highlight the cultural impact it’s had - by helping young Indians (especially women) express choice & desire.
The campaign; With 30 mil+ views till date, organic UGC, viral press coverage - the campaign video helped define Gen Z and their life stage in India. No wonder that they are sharing it (5K+ shares on Facebook, 2.5K+ comments) The behavioural shift: Tinder today enjoys more than 7.5 mn daily swipes in India, and the highest average number of messages exchanged per match globally. Tinder is shifting dating from being just a means to an end (marriage) to being about meeting different people, having different experiences, self-discovery and making it all about personal choice and expression.
