The corona pandemic has changed all areas of our life. But, Tinder (a major dating app) does not want its customers to let pandemic to change and redefine their dating life.
Tinder has recently launched a new digital film created and idealized by BBH India under its #InOurOwnWay campaign to celebrate this very feeling of dating. The film captures a memorable hopscotch date which turns into a virtual dance party. The 92-second film explores what dating and flirting look like in this world drowned in the pandemic.
Taru Kapoor, (GM-India, Tinder, and Match group) says that the virus outbreak had significantly diminished opportunities for encounters and interactions from our lifestyle, especially for young people. But human connection remains unrestrained from rules of physical barriers (both socially and physically) and people always continue to be inspired by the community and other people around us.
The members have creatively co-created and figured out the new rules of the meeting, hanging out and falling in love. The Gen Z has always set their own pace, paved their way, created their own rules, and thrived despite constraints, and since COVID has only helped to increase this ingenuity. This is the spirit we are championing and celebrating.
Directed by Jess Kohl, with an original soundtrack composed by music director Mikey McCleary, along with the vocals by Indian-American rapper, singer, songwriter, and dancer Raja Kumari the film came out beautifully.
Vasudha Misra, (executive creative director, BBH Delhi) that the Tinder community was the one who came up with the ‘creatives’ – the many interesting ways of dating. What the brand had to do was to just reflect and celebrate them. ‘In our own way’ is champions the spirit of its users – from choosing who to be with to set their own pace to meet-ups at places which may not have seen dates before.
Talking about the track, Raja Kumari says that working on the lyrics and music of this content has been a very rewarding and interesting experience and she expressed her gratefulness to be the voice of this progressing campaign. She hopes that the campaign could inspire people to be themselves and love and live in the way they love.