Online dating platform Tinder has launched a digital-first montage film celebrating how young India is redefining dating and creating moments of connection, chemistry, and serendipity in times of social distancing.
Through the campaign, tinder aims to celebrate members of its community who have not let the pandemic define what dating, flirting and social discovery means to them.
The campaign includes a montage of incidents and situations inspired by real stories and Tinder’s community. The music video explores what dating and flirting look like today–from making a mundane outdoor hopscotch date memorable, improvising the lack of a public swimming pool, making the effort for a virtual dance party much, to exploring the city on cycles. The film showcases the optimism of these moments; the unexpected joys and the idea of possibility in times of physical distancing.
Taru Kapoor, general manager India, Tinder and Match group says, “The pandemic has significantly diminished opportunities of chance encounters and interactions from our lives especially for our young members. But human connection endures, unconstrained from rules of physical distance and barriers (both social and physical) and we continue to be inspired by our community. Our members have creatively co-created and figured out new rules of meeting, hanging out and falling in love. None of this is surprising, Gen Z has always set their own pace, created their own rules and thrived despite constraints and COVID has only accelerated this ingenuity-this is the spirit we are championing and celebrating.”
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The film was created and conceptualized by BBH India, directed by Jess Kohl with an original soundtrack composed by music director Mikey McCleary with vocals by Indian-American rapper, singer, songwriter and dancer Raja Kumari.
Watch the film:
“In creating a music video for Tinder, it is the Tinder community who came up with the ‘creatives’ – the many ways of dating. All we had to do was to reflect and celebrate them. ‘In our own way’ is a refrain that champions their spirit – from choosing who to be with to setting their own pace to meet-ups at places which may not have seen dates before.” Vasudha Misra, Executive Creative Director, BBH DelhiOn the track, Raja Kumari says, “Working on the lyrics and music has been a very rewarding experience and I’m grateful to be the voice of such an inclusive and progressive campaign. I hope it inspires people everywhere to be themselves and love and live in their own way.”
The video is the next in a series of communications put out by the dating platform under the umbrella of ‘Star something epic’. Earlier this year, Tinder released a video called ‘Together is epic’ which showed different people enjoying ‘dates’ virtually doing activities like beer pong even. It also released an animated video called Swipe Stories later in the year which told the story of two girls who meet on tinder during the pandemic and how their relationship grows. It also collaborated with indie artist Ritviz for a video on the song Raahi under the #PridefromHome tagline.
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