Across the world, Tinder is known as an app for bumping uglies but it seems that the company wants to revamp its image in India. The latest Tinder ad shows a mum checking out her daughter’s phone as she is preparing to head out for a date. However, unlike the mothers of yore who’d freak out to learn that their daughter is going out on a date, she approves of her daughter’s choice and ads that she’d swipe right!
Tinder posted on Facebook: “The people we meet and the connections we forge change our lives. Tinder is how everyone today meets new, like-minded people around them - people who become friends, lovers, mentors, acquaintances, partners, movie-buddies or soulmates. #SwipeRight to a world of possibilities.”
Speaking about the video, Tinder India Head, Taru Kapoor was quoted saying: "India has seen a cultural evolution that has been shaping up over the years. This evolution is being led by the youth, who are today more aware, connected and expressive than ever before. Like every generation, the youth today have adopted strong Indian values while at the same time creating new norms and rejecting the ones that do not fit anymore in a shifting world order. As a result, some of the conventional structural barriers that have long existed in our society are slowly becoming less rigid.
The video, a consumer connect initiative, is a depiction of this dynamic. Through a slice of life portrayal of a conversation between a mother and daughter – similar to the ones that we all have witnessed or experienced often in our own lives – we catch a glimpse of a shift in socio-cultural paradigm. Today, Tinder is changing the way people meet, make new friends, expand their social circles and forge new relationships with like-minded people. The video gives a glimpse of this new norm.”
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 "Tinder Sanskari")
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