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BW Businessworld

Creating New, Exciting Connections

The dating site’s latest ad features Kavya Trehan as the Tinder girl who meets new people through the app without any fear of rejection or judgement holding her back

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If there’s one name that stands out in the dating market, it is Tinder — popular for its easy and unpretentious ways. Keeping true to its identity, the brand has taken a fun and breezy approach for its ad as well. The TV commercial has no niece telling her aunt that she is too late to start looking for a match, instead, it focuses on the possibility of meeting someone new and interesting with every swipe, and starting something epic — a lasting friendship, a crazy adventure or a great love story.

The ad film follows the fun, confident and spunky Tinder girl, played by indie musician and actor Kavya Trehan, as she goes about exploring the world and herself, enjoying the adrenaline rush of bonding with people she meets along her way.

Commenting on the new video, Taru Kapoor, India Head, Tinder, says, “Our lives ultimately are shaped by the people we meet, the relationships we forge and the epic memories we create with them. Tinder expands your world by helping you meet new and interesting people you may never meet otherwise, as well as opens doors to exciting beginnings. The film portrays the joy and adrenaline of the epic possibilities that millions of Tinder users enjoy every day while being in control at all times. Women especially love Tinder as it is a community based on equality, mutual respect and a place where they are not judged for being themselves or are bombarded with unsolicited attention.”

The film conceptualised and executed by BBH India and directed by Bharat Sikka, plays to a lively background score of Jaan Pehchan Ho — originally sung by late Mohammad Rafi — recreated by Mikey McCleary, an India-born New Zealander music composer known for many award-winning tracks. The 90-second film brings to life the snazzy, empowering world of Tinder where one is free to be oneself, create new connections with like-minded people, and open a world of epic experiences for themselves.

Vasudha Misra, Executive Creative Director, BBH Delhi, adds, “Tinder, at its core, connects people to other like-minded people, helps one make new friends, find a date or a life partner. It puts people in control of their social interactions in a way that may not be possible otherwise. And this film is an unabashed, joyous celebration of that feeling. In a world where we are always being told how to behave and what not to do, Tinder stands (and does a little jig) for individual choice, without judgment.”.

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Magazine 17 March 2018 Tinder