India – Tinder India’s latest ad campaign, #InOurOwnWay, depicts the current dating scene among young people in India who are creating new ways and means of dating, especially during the pandemic.
The video shows the different faces of dating today: be it making a mundane outdoor hopscotch date memorable, improvising the lack of a public swimming pool, making the effort for a virtual dance party, or exploring the city on cycles.
The short film is a stark reminder of optimism still being evident through making various possibilities, especially when physical distancing has become a norm nowadays.
“The pandemic has significantly diminished opportunities of chance encounters and interactions from our lives especially for our young members. But human connection endures, unconstrained from rules of physical distance and barriers (both social and physical) and we continue to be inspired by our community,” said Taru Kapoor, general manager for Tinder and Match group-India.
He also added, “Our members have creatively co-created and figured out new rules of meeting, hanging out and falling in love. None of this is surprising, Gen Z has always set their own pace, created their own rules and thrived despite constraints and COVID has only accelerated this ingenuity-this is the spirit we are championing and celebrating.”
The video was conceptualized and created by creative ad agency BBH India
“In creating a music video for Tinder, it is the Tinder community who came up with the ‘creatives’ – the many ways of dating. All we had to do was to reflect and celebrate them. ‘In our own way’ is a refrain that champions their spirit – from choosing who to be with to setting their own pace to meet-ups at places which may not have seen dates before,” Executive Creative Director for BBH Delhi Vasudha Misra said.
In addition to that, the video featured an original soundtrack composed by music director Mikey McCleary, with vocals by Indian-American rapper, singer, songwriter, and dancer Raja Kumari.
Speaking about the lyric-writing process, Kumari commented, “Working on the lyrics and music has been a very rewarding experience and I’m grateful to be the voice of such an inclusive and progressive campaign. I hope it inspires people everywhere to be themselves and love and live in their own way.”