Tinder Launches “You Up” Campaign in India
Contributed by: kellyseal on Friday, December 30 2022 @ 07:35 am
Last modified on Friday, December 30 2022 @ 07:40 am
Tinder has launched a new ad campaign in India called You Up, aimed directly at young singles to show them the fun, adventurous side of dating apps.
The ad focuses on a young woman looking for exciting new experiences, not necessarily a relationship, and there’s a magical element to her journey. The ad opens with her matching with a man, and she reaches into the app screen to take his hand as they jump off a building and into a karaoke bar where they have a fun, flirtatious night.
The next scene shows her matching with a woman, where they are in a parking lot dancing and then take a drive together, a slower and more romantic experience. She matches with another man after this, where they take a swim in the ocean before she drops him at the train station - and before meeting her next date.
The ad shows the variety of experiences you can have from a dating app - and appeals directly to younger daters who are more fluid and want to put themselves out there and date on their own terms. The ad is also notably centered around an empowered young woman who makes her own choices when it comes to her dating life.
According to BrandEquity.com[*1] , the ad was conceived by Lowe Lintas, the creative agency of MullenLowe Lintas Group, India. It’s set to a popular 90’s song also entitled “You Up?”
Taru Kapoor, General Manager, Match Group India, said in a statement about the campaign: “At Tinder, you are in charge of your own dating journey. Members have always had the freedom to personalize their Tinder experience and make the platform what they need it to be - a gateway to exactly the kind of connections and experience they seek, at their pace.”
Tinder recently launched a new feature called Relationship Goals, where users could express what they are looking for – from “long-term partnership” to “short-term fun” and “still figuring it out.” The company found that 72 percent of users said they are looking for someone who knows what they want, and that when they were testing the feature, more than 50 percent added their Relationship Goal to their profile.
Vasudha Misra, Regional Creative Officer, Lowe Lintas, said, "To me, this spot feels like an honest piece that captures where the youth’s head is right now. it is unapologetic, it is individualistic, and it takes a phrase that till now just had one connotation and adds multiple dimensions to it."