India – The dating app, which was launched in India in 2016, has created a new advertisement with BBH India that likens swiping right or left to starting a new adventure.
In the ad, set to the hit song Jaan Pehchan Ho, musician and actress Kavya Trehan takes to the streets to ‘start something epic’, joyfully dancing and swiping her way through different men before finding a love match.
The ad is notable for its approach to a more traditional market, where campaigns still often have to step lightly when addressing shifts in behaviour and cultural norms. Indeed, it is a departure from Tinder’s first marketing attempt in 2016, which was mocked for trying to ‘Indianise’ the app. In contrast, Start Something Epic acknowledges the modern Emerging Youth of India, and is created for them rather than wider society.