“Tinder is how everyone today meets new, like-minded people around them — people who become friends, lovers, mentors, acquaintances, partners, movie-buddies or soulmates.”
With its latest advert released on Facebook, Tinder is trying to position itself as more than just a hookup app.
Sanskaar, morality and maa ki dua take precedence in their advert, or so they try to project. That brings to mind the question then, what is the difference between Tinder and Shaadi.com? Shouldn’t they be considered the same? But, that however, isn’t the case.
The advert begins with a young Indian woman tidying herself up in front of a mirror for a date, attending a “theater festival.” The daughter doesn’t admit to going on a date, but her cool mother not only knows what Tinder is, she also “right swipes” it and offers her stamp of approval.
While I don’t intend to sound pessimistic, Indian parents are not going be fine with ‘swiping’ our way through life. Mothers and Tinder will never be okay with each other. While some mothers might be progressive and accepting, the larger section of them does not accept it.
Judging by reactions on social media, the scenario clearly does not resonate well with the target audience.
I wonder if that sanskari Tinder ad is going to drive a lot of this misinformed parents to open accounts for their kids 😀
— David of things (@nithinkd) May 9, 2016
That Tinder ad is so cringe. Shows how out of sync Indian business managers are with India.
— Galavant (@RageMonk) May 11, 2016
The ad is clearly Tinder’s approach to re-positioning itself with the Indian consumer. While the advert does attempt to show the changing dynamic of the Indian society, it is not reflective of the current state, and that’s where Tinder got it wrong.
In a country that believes in arranged marriages and moral policing, Tinder provides an alternate life to those looking in the other direction. As rightly mentioned above, the ad shows how out of sync Indian Business and Brand Managers are. It revealed how little Tinder knows about Indians already on the app. When Tinder first entered India, it brought along with it a cheer for the country’s youth as it didn’t judge hookups or frivolous dating. It is for those who want to ‘Netflix and chill.’ It is for those who are looking for friends with benefits. Tinder is in a unique position of liberating Indians from age-old prejudices and other biases in our society. Why is Tinder trying to position itself as another matchmaking or matrimonial app? The current Indian Tinder user is certainly not looking for one!
India is currently Tinder’s largest market in Asia, and they’ve recently opened their first international office in New Delhi. As Tinder is bullish on India, let’s hope they get their message clear next time.
Maybe mom’s reading Tinder messages could be their next ad?