Tinder India's Pride video draws praise and flak

Social media users wonder why Tinder didn't use a queer artiste. They’re also questioning the casting of Nakshatra Bagwe in the ad.

Tinder India's new ad-cum-music video for 'Pride' month (June) has hit both the high and low notes among its fans. They've liked the music, but the choice of artiste and the casting of a particular person have miffed the LGBTQIA+ community on social media.

On Twitter, the brand said it's a collaboration between Ritviz, Jugaad Motion Pictures, the LGBTQIA+ community in India, and itself. Called 'Raahi', it's a depiction of how India can/will celebrate 'Pride' from home.

Pride month include parades and marches to celebrate the global queer community, but the Coronavirus pandemic pushed these celebrations behind doors and screens this year.

In the music video, there's a romantic cooking experience on a video call, a fun party held over Zoom, 'rainbow' flags being waved, rainbow-themed 'rangolis, a guy asking his father on a video call if he'll parade with him, and the latter's instant, "Yes", and a message that says, "Join me for a video walk in 10!" It's everything you can expect from Pride celebrations from home, through Tinder's eyes.

Tinder is not just one of India's leading dating apps, but it’s also one of the friendliest ones for the LGBTQI community. When you sign up on the app, you can choose from a list of 10 sexual orientations, making it easier for you to match with the people you'd want to meet.

But, the ad, despite praise, has received flak on social media.

Who's the real representative?

On social media, two issues have cropped up against the music video:

If @RITVIZ really cared about being an ally to the LGBT+ community he would use his and @Tinder_India's platform to promote some Queer artists instead of letting himself take centre stage in this so called anthem. A*b gave him his platform, it's only right that he pay it forward.

— Sherina 🏳️‍🌈🌈 (@debausheri) June 28, 2020

i have thots about the whole tinder india making a song with ritviz

— dakshta (@chickenachaar) June 28, 2020

@Tinder India's pride anthem only miffed me at first. Obviously @RITVIZ isn't exactly a queer icon and is cis het (am I wrong here? am I missing something?) Obviously I enjoyed the video. Anything with @kawaiiblogger95 makes my day better but here are my hot takes on it (1/n)

— siddhant. (@RealSidT) June 28, 2020

Why use Ritviz?

Twitter users questioned Tinder on why it chose Ritviz, instead of using the opportunity to promote a Queer artiste. The same question was posed to the artiste, i.e., why didn't he offer the opportunity and platform to a queer artiste.

These are the views of @NakshatraBagwe which are extremely transphobic and Homophobic and @Tinder_India featured him in their music video for Rahi with @RITVIZ . It's a shame. #Transphobia #RaahiIsTransphobic pic.twitter.com/E2seUNS69C

— Rajeev Anand (@rajeev979) June 28, 2020

You Can speak shit Like This Not Expected @NakshatraBagwe What You find Ugly is Queer Expression ! shame on you Being Queer you speak such shit and that too when you maybe an Inspiration for many !!LGBTQIAP+ Community Need Apologies for this !! pic.twitter.com/VejQusCJ13

— Me_Amac_Lucky🏳️‍🌈 (@Me_Amac_lucky) June 29, 2020

Two Twitter accounts questioned Tinder India on the casting of Nakshatra Bagwe (the guy at the start of the video). They've posted a snapshot in which Bagwe speaks ill of other members of the community.

Neither Twitter (or Tinder) India, Bagwe, or Ritviz have responded to these questions and allegations. We'll update the story once they do.