Launched Tinder in India in 2016. At that time, Tinder was fairly new and people were not aware about the contemporary dating culture. We devised a unique voice for the brand on social media by creating humorous content. 

 

1. Created engaging Tinder bios to leverage topicality on social media

2. Educated people on app functionality 

3. Latched on to all things pop-culture 

4. Created amplification content for numerous collaborations and partnerships 

We got people to suggest epic Tinder date ideas and featured some by illustrating them

Tinder was negatively perceived as a hook-up app which was stopping people to download it. Our task was to normalise Tinder's perception. With the thought of- "Tinder is what you make out of it", we launched an always-on social engagement campaign- #SWIPESTORIES. 

These were real Tinder stories by real people for real people. These stories were not just about romantic happy- endings. They were about small and big joys you get when you meet likeminded people on Tinder. We got massive engagement and this property helped the brand change it's negative perception.