Tinder has launched a digital-first montage film to celebrate how young India is redefining dating in 2020.
Inspired by real member 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. The film was created and conceptualised by BBH India.
Taru Kapoor, GM - India, Tinder and Match Group, said, “The pandemic has significantly diminished opportunities for 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.”
Vasudha Misra, executive creative director, BBH India, said, “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.”
CREDITS:
Agency: BBH India
CEO and CCO, BBH-PWW India: Russell Barrett
CEO, BBH-PWW India: Subhash Kamath
CSO and CEO, BBH-PWW India: Sanjay Sharma
MD: Arvind Krishan
ECD 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
Vocialist: Raja Kumari
Lyricists: Raja Kumari, Saba Azad, Mikey McCleary
Editor: Hasani Franke, Rachit Mehta
Colorist: Christian Leiva
