Tinder has launched a digital-first film aimed at celebrating how young India is redefining dating during a pandemic filled year.
The campaign celebrates a generation of individuals who’ve not let Coronavirus define what dating, flirting, and social discovery means to them. Inspired by member stories, the music video explores what dating looks like today–from making a mundane outdoor hopscotch date memorable, improvising the lack of a public swimming pool, or taking part in a virtual dance party much, to exploring the city on cycles.
“In creating a music video for Tinder, it is the Tinder community who came up with the ‘creatives’ – the many ways of dating,” said Vasudha Misra, Executive Creative Director, BBH Delhi. “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.”
The upbeat spot reminds us that even during a pandemic, we are in charge of our own experiences.
“The pandemic has significantly diminished opportunities of chance encounters and interactions from our lives, especially for our young members,” said Taru Kapoor, GM-India, Tinder, and Match group.
“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.”
The film was created and conceptualized by BBH India, directed by Jess Kohl with a soundtrack composed by music director Mikey McCleary, and vocals by Indian-American rapper, singer, songwriter, and dancer Raja Kumari.
“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,” said Raja Kumari. “I hope it inspires people everywhere to be themselves and love and live in their own way.”
There are as many different ways to date as people who do it, and Tinder’s mission is to make space for all of them.
Agency: BBH India
CEO & Chief Creative Officer, BBH-PWW India – Russell Barrett
CEO, BBH-PWW India – Subhash Kamath
Chief Strategy Officer & CEO, BBH-PWW India – Sanjay Sharma
Managing Director – Arvind Krishan
Executive Creative Director and Writer – Vasudha Misra
Creative Team – Ttarangg Manoj, Rodrigues Robert, Aastha Gupta
Head of Production – Rahul Kulkarni
Business Director – Rajat Pandey
Business Partner – Manas Dewan
Strategy Director – Pranoy Kanojia
Strategist – Arshavi Buch
Production House – Ransom Film
Director – Jess Kohl
Producer – Akshiti Goleria
Creative Producer – Bharat Sikka
DOP – Tassaduq Hussain
Music Composer – Mikey McCleary
Vocalist – Raja Kumari
Lyricists – Raja Kumari, Saba Azad, Mikey McCleary
Editor – Hasani Franke, Rachit Mehta
Colorist – Christian Leiva
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