Tinder rolled out its latest brand campaign, Adulting Can Wait, which taps into Gen Z’s reality and establishes that the pre-adulting life stage must be cherished and championed and not be underplayed as just transitional.
Tinder stands up for the choices of an entire generation, celebrates the journey to ‘Adulting’, and sheds a spotlight on how one steers these most memorable and formative years. 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 20’s 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.
The film was created and conceptualised by J Walter Thompson, Delhi, directed by Rajneesh Ghai ‘Razy’ with the soundtrack composed by music director Mikey McCleary and sung by Anjali Sivaraman.
Managing partner, J Walter Thompson, Joy Chauhan on the film, “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!
National Creative Director, J Walter Thompson Sambit Mohanty adds “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.
The film was created by J Walter Thompson, Delhi by Managing partner Joy Chauhan, National Creative Director Sambit Mohanty, National Planning Director Pinaki Bhattacharya. Creative team comprised of Sayantan Choudhury, (Executive Creative Director), Sumonto Ghosh and Sheetal Raghav.
Planning: Shweta Khosla (Vice President), Sulagna Chanda
Account Management: Naman Joshi, Shantanu Singh, Mukund Raina
Agency Films Producer: Mandeep Singh
Production House: Small Fry Productions
Director: Rajneesh Ghai ‘Razy’
Executive Producer: Ryan Suares, Varun Mohta & Girish Kant Singh
Music Director: Mikey McCleary
Singer: Anjali Sivaraman