By Our Staff
Tinder releases the year’s first brand film made for India – ‘You Up’ as a part of the brand’s global message “It Starts with A Swipe”. The 90-second film releases ahead of the peak season for making new connections on Tinder (from Dating Sunday which falls this year on January 7 until Valentine’s Day on February 14).
Conceptualised by Toaster, the brand film centers on a young woman who chooses a variety of first date experiences without worrying about the outcome.
Said Anukool Kumar, Marketing Director, Tinder India: “This campaign is a reflection of the new generation of daters who are embracing a low-pressure, zero-labels approach to dating that opens them up to new types of relationships. In India, 65% of 18-25-year-olds using Tinder’s Relationship Type feature say they are “open to exploring”, and a quarter (25%) using the Relationship Goals feature say they are “still figuring it out”.3 Tinder doesn’t tell you who or how to date, but we empower all kinds of possibilities. With newly launched features like Tinder Matchmaker™, bringing your trusted circle into the dating journey, we remain committed to ensuring that Tinder continues to be the go-to platform for the next generation of daters in India.”