Dating app Tinder has rolled out a campaign which has been conceptualised by J Walter Thompson.
The campaign titled ‘adulting can wait’ consists of a film which urges the youth to enjoy its pre-adulting stage. It shows a girl walking through a maze exploring different paths while doing so. She finally exits to a corporate life, but walks back in for some more experiences in the maze.
Taru Kapoor, GM, Tinder India, said, “Experiences in our early 20’s serve as lessons in how to adult and eventually 'settle down'. Growing up isn’t really optional, and we will achieve the goals that we seek and the ones we didn’t know we seek. We will all get there, whatever ‘there’ is. But until then, we want to celebrate the unexpected surprises at every corner - the craziness we will be nostalgic about sooner than we think, the relationships that will leave us better than they found us, the adventures that will make us challenge our own limits, and the people who will leave an indelible mark on our lives. Tinder represents endless possibilities where each right swipe opens up a new world of unique possibilities. Every swipe is a new connection, a potential epic memory or a valuable lesson in self-discovery. The film captures all the potential connections and social interactions, which eventually shape our world views as well as self-identity, that Tinder can facilitate.”
Joy Chauhan, managing partner, J Walter Thompson, said, "Young people would like to give choice a chance and see where it takes them. If only adulthood wasn’t looming. Tinder first released dating from its limitations and now it is empowering the young with control; to make discoveries, to meet people who open new doors, to explore a charmed life. Everyone has to grow up but why waste your ‘young’ in anticipation of it? This content just gives them that nudge with heart, humour and a lightness of touch!"
Sambit Mohanty, NCD, J Walter Thompson, added, “Tinder is a plethora of life experiences and a whole lot of fun. That's the spirit we wanted to capture with our new campaign - tailor-made for a young and restless generation that doesn't want to commit to adult choices.”
The campaign also extends to OOH.
Agency: J Walter Thompson Delhi
Managing partner: Joy Chauhan
NCD: Sambit Mohanty
National planning director Pinaki Bhattacharya
Creative team: Sayantan Choudhury (ECD), Sumonto Ghosh and Sheetal Raghav
Planning: Shweta Khosla (VP), Sulagna Chanda
Account management: Naman Joshi, Shantanu Singh, Mukund Raina
Agency films producer: Mandeep Singh
Production house: Small Fry Productions
Director: Rajneesh Ghai ‘Razy’
Executive producer: Ryan Suares, Varun Mohta and Girish Kant Singh
Music director: Mikey McCleary
Singer: Anjali Sivaraman