Tinder, a famous dating app launched in 2012 is a great way to connect with new people. Last week we reviewed their latest ad. With its peppy vibe, it’s no surprise the ad is going viral. We caught up this week with Taru Kapoor, GM of Tinder and Match Group, India and asked her about their popular new ad “Start Something Epic.”
What were the particulars of the brief you gave the agency for this ad?
To create a digital film that brings to life the world of Tinder. Encapsulate the many possibilities, moments and connections one can build on Tinder. We wanted to show the joy and adrenaline of bonding over something, at the same time giving the audience a chance to create something epic.
What was the thought process behind the idea for the ad and what idea/vibe were you trying to promote?
Our lives are shaped by the people we meet, the experiences we have with them and the memories we create with them. By helping you meet and connect with interesting people, Tinder expands your world and opens doors to exciting beginnings and moments waiting to happen. We want to bring the Tinder experience to life – possibility of meeting someone new and starting something epic, without the fear of rejection. Tinder encourages you to express yourself freely and uniquely, with no judgement, no obligations, on the basis of mutual interest and respect.
How well was the ad received? Was the outcome within or beyond your expectations?
The campaign has received great response and crossed over three million views across digital channels. People are humming (and even dancing to and sharing videos thereof) the background score, the recreated version of Mohammad Rafi’s Jaan Pehchan Ho, which is simply perfect, timelessly classic and true to the vibe of the film. Women, particularly, have really positive feedback as they can relate to the message and the Tinder girl.
Through this campaign, Tinder has opened up a world where the Indian woman has a much greater control over her choices. She can date or approach someone if she wants to rather than waiting for the man to do something, express desire or say NO (her opinion and consent matters!). She can start conversations and have a say on who she spends her life with – much of which she can’t do otherwise in the physical world. Having said that, this is as much about the people she meets on Tinder – the other men and women, who have an equal right to express themselves and connect with those they want to. Every Tinder match is built on the foundation of mutual interest and equal respect
Any comments on the previous mother-daughter ad that has since been removed?
The shot we released a few years ago was social media content and part of our ongoing effort to create a conversation around dating and relationships in contemporary India.
Over the last two years, we have grown explosively and also done many more content partnerships and marketing activations. Our new digital film shows the many possibilities, the little moments and connections one can build on Tinder coupled with the joy and adrenaline of bonding over something small that can lead to the beginning of something epic.
This film is a power-packed capsule of what the world of Tinder offers and attempts to capture the essence of the journey of possibilities, through the lens of a spirited young girl.
