Tinder India Launched ‘In Our Own Way’ Campaign
This campaign commemorates how young Indians are redefining dating trends by creating connections in the times of social distancing.
By Rachit Juneja
Dec. 8, 2020
Tinder, the American geosocial networking and online dating application that allows users to anonymously swipe to like or dislike other profiles based on their photos, a small bio, and common interests, started a new campaign called #InOurOwnWay to celebrate the beauty and authenticity of forming human connections in times of a global pandemic.
‘In Our Own Way” is a digital campaign under the umbrella of ‘Start Something Epic’. In 2019, Tinder began with the ‘Together is Epic’ campaign that did very well for them digitally.
The above campaign has also been published by platforms like Grazia India and MadOverMarketing.
The music video explores glimpses of incidents and situations on what dating flirting looks like in today’s day and age, with the onset of the pandemic. Outdoor dates, cycling together, virtual dates on zoom - ‘Tis the season to explore!
Taru Kapoor, the General Manager for Tinder and Match Group in India, believes, “human connection endures, unconstrained from rules of physical distance and barriers (both social and physical) and we continue to be inspired by our community.”
Drawing on this beautiful thought, Gen Z has risen above the constraints of the pandemic to find love and discover moments of joy, love, and happy coincidences. Tinder celebrates their spirit and resilience through this heartwarming commercial.
Brandscore is our competition tracking and brand monitoring tool. With the help of artificial intelligence, it provides real-time data, tracking down brand associations, and collaborations with the top 12000 brands in India, along with over 2 Lakh influencers and YouTubers. December has only begun and this campaign has already reached an audience of 30M+.
To view the above campaign’s Brandscore ratings - #InOurOwnWay
Tinder’s biggest competitor in India - Bumble, has also been active on digital platforms in terms of influencer marketing. Tinder seems to be making a comeback in the industry with its ongoing campaign. As depicted by Sheeko’s activity graph, Tinder’s reach has been on the rise since the onset of this campaign.
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