In India, Tinder Unleashes a Bollywood-Inspired Appeal for Epic Adventure

The unknown is just a swipe away

- Credit by Tinder
Headshot of Angela Natividad

An epic love story! Who doesn’t want one?

Bollywood’s been selling them to us for years, so it’s apt that the music-infused film industry is where Tinder India gleans inspiration for its latest work.

“Start Something Epic,” by BBH India and directed by Bharat Sikka, stars indie musician and actor Kavya Trehan as a standard-issue Tinder woman, whose IRL romps through the streets are a metaphor for the fun encounters you can have when you swipe right. It’s got strong Kenzo vibes, and is scored with a Mikey McCleary cover of Mohammad Rafi’s “Jaan Mehchan Ho.”


“Our lives ultimately are shaped by the people we meet, the relationships we forge and the epic memories we create with them throughout our lives,” says Tinder India head, Taru Kapoor.

“On Tinder, epic can range from a great conversation where you discover something new, an amazing first date, the beginning of a new friendship to the starting of a romantic relationship—the chemistry of every conversation on Tinder is unique! 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 being bombarded with unsolicited attention.”

Whether or not you agree with Kapoor’s characterization of Tinder as a rad place for the ladies, it sure does spark some fun stories—from dating for rare rhinos to that one time a woman ended her Tinder date hanging out a window, grasping for her own feces.

“BBH has been known for partnering with some of the most iconic global brands that challenged and redefined pop culture. Tinder has challenged taboos and become a part of lifestyle and culture both globally and in India. So, the partnership is natural,” says general manager Shreekant Srinivasan of BBH Delhi.

The focus on female appeal among dating apps and sites is also not Tinder-exclusive. Dating app Bumble is built on the principle that women should make the first move, and recently, Ashley Madison doubled down on efforts to market more effectively to unfaithful women.

“Tinder connects people to other like-minded people, helps one make new friends, find a date or a life partner,” adds executive creative director Vasudha Misra of BBH Delhi. “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.”

CREDITS
Client: Tinder India

Agency: BBH India
Chief Creative Officer & Managing Partner – Russell Barrett
Managing Director – Arvind Krishnan
Executive Creative Director- Vasudha Misra
Art Director – Rodrigues Robert
Head of Production – Khvafar Vakharia
General Manager – Shreekant Srinivasan
Business Partner – Sankalp Anand
Strategy Director – Ankit Singh
Production

Production House – Ransom Film
Director – Bharat Sikka
DOP – Jake Scott
Executive Producer – Salil Khurana
Producer – Sia Bhuyan
Music Publisher – Mikey Mccleary
Editor – Lucian Bernard & Abhinav Gupta


@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.
Publish date: February 20, 2018 https://stage.adweek.com/creativity/in-india-tinder-unleashes-a-bollywood-inspired-appeal-for-epic-adventure/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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