Why are we doing advertising? (Marketing Problem)
The main problem Hinge is facing in India is that it is unable to penetrate the Indian dating market.
Also, Hinge has always resorted to the 'word of mouth' way of marketing to gain the trust of its users. In India, that method is not picked up yet.
Who are we talking to? (Target Audience)
Working Adults of age 20 and above, who are looking for real, trust-worthy and reliable connections with an end goal of long-term companionship.
What is our solution to the problem? (Strategic Solution)
Our solution is to achieve an increase in potential users by spreading awareness. Some ways that we have identified to attain this are: advertising through traditional media (transit, merchandise, radio, and audio ads), online and offline campaigns with cafés. We
will use social media to get more users.
How will we present the solution? (Tone of Voice/Medium)
Our tone will have Indian undertones in it which would be soothing to our TG.
This will be conveyed very subtly across all of our advertising mediums
Is there any Human Insight we can use?
Humans are social beings and they need a companion with whom they can be their true self. Such a bond is formed only where there is trust. Hence, trust and reliability are the insight, our brand is formed on.
