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Tinder says swipe right to be young and feel free

By M4G Bureau - December 26, 2018

The brand unveils its ‘Adulting Can Wait’ digital video that will be complemented by outdoor and digital media campaigns

Dating app Tinder has rolled out its latest brand campaign ‘Adulting Can Wait’ to address Gen Z with the message that pre-adulting life stage must be cherished and championed and not be underplayed as being simply 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.

In popular culture, the term ‘Adulting’ signifies behaving in a way that is characteristic of a stereotypical adult. The campaign tries to address and break down precisely these stereotypes and the pressures to conform to them, while taking a light-hearted view of seeking out and embracing the thrill of new and unexplored experiences.

Commenting on the campaign, Taru Kapoor, GM, Tinder India 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. 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 world views as well as self-identity, that Tinder can facilitate.”

The digital film displays a maze of experiences that captures the spontaneity of youth and the joy of navigating this life stage. The maze is an apt metaphor for the life stage itself, as one navigates their way exploring the world and discovering oneself and one’s place on it. Along the way, you stumble onto experiences and adventures, joys and failures and meet a variety of people – all of which eventually become a part of your life story.

Joy Chauhan, Managing Partner, J Walter Thompson, comments, “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!



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