The dating app Tinder has a feature of swiping which gives the possibility of meeting someone new and interesting, and starting something epic – it can be a friendship, a crazy adventure or a love story. The possibilities are endless and quite literally in the palm of your hand. Tinder’s new digital film Start Something Epic brings this world of possibilities alive. The film has been directed by Bharat Sikka and has been gaining traction on social media platforms.
Uploaded on 13 February, it has garnered over 450,000 views across the brand’s YouTube and Facebook platforms. The new campaign hits the nail on the head with a peppy youthful execution with visuals which are complemented by a recreation of Mohammad Rafi’s hit song ‘Jaan Pehchan Ho’. The trending video is made by advertising agency BBH India, features Indie musician and actor Kavya Trehan apparently playing the role of a Tinder girl who goes about meeting new people through the app before ending up with the right match. Her world is full of joy, ease, spontaneity, excitement and adventure, minus any fear of rejection or judgment to hold her back. (Also read: Mermaid Gymnastics: Gymnasts Wear Tails to Practice Acrobatics, Watch Viral Video)
Vasudha Misra, Executive Creative Director, BBH Delhi said, “Tinder, at its core, connects people to other like-minded people, helps one make new friends, find a date or a life partner. 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 judgement.”
Narayan Devanathan, group executive and strategy officer, Dentsu Brand Agencies India thinks that the new Tinder ad reminds him of the classic Khaki ads by clothing brand Gap in terms of style and execution. “But what lifted the Tinder ad and gave it more context and meaning was the great choice of the song (Jaan pehchan ho). It is easy to think of it as a convenient crutch, but I think it’s a lot more than that,” he said.
Watch the TVC here: