MUMBAI: Dating app Tinder has rolled out its latest brand campaign ‘Adulting Can Wait’ to tap into Gen Z’s reality by establishing that pre-adulting life stage must be cherished and championed and not be underplayed as just transitional.
The Tinder campaign kick-starts with a digital video, and will be supported in the first phase by an outdoor and digital media campaign. The film has been created and conceptualised by J Walter Thompson, Delhi.
J Walter Thompson Managing partner Joy Chauhan 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!”
J Walter Thompson national creative director Sambit Mohanty added, “Tinder is more than just an app that enables 'dating'. It's 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.”
Tinder has also launched a specially designed OOH campaign, featuring recreated popular memes at key locations across metro cities.
Commenting on the campaign, Tinder India GM Taru Kapoor said, “Experiences in our early 20s 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.”
Taru further added, “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 worldviews as well as self-identity that Tinder can facilitate.”
