The brief
Strengthen Tinder’s presence in key Indian cities by making the app culturally relevant and breaking societal taboos around dating. The campaign needed to resonate with young users by embedding Tinder into their everyday social lives.
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33 Mil
Reach
6.5 Mil
Engagements
3.5 Mil
Earned Media
IDEA
Hyper-localized, culturally resonant activations that positioned Tinder as a natural part of each city's unique social and dating landscape. By aligning with regional touchpoints, Durga Puja in Kolkata, cricket fever in Gujarat, and gedi culture in Punjab, we made Tinder feel familiar, fun, and relevant.
Insight
Dating in India is deeply influenced by regional cultures, traditions, and social behaviors. To make Tinder more relatable, we needed to integrate it into the fabric of everyday life, reflecting how young people actually meet and connect in different cities.
Execution
An integrated campaign combining digital, influencer, outdoor, and experiential marketing. We used region-specific influencers, geo-targeted social content, local content creators, interactive real-world activations, and localized brand storytelling. The approach blended online engagement with offline experiences, driving both brand affinity and in-app activity, reinforcing Tinder as the go-to dating platform in these regions.