Tinder looks for its match; brand team is meeting agencies

Tinder, USA based online dating services provider owned by Match Group, is hunting for a new creative agency. The brand team, based in Gurgaon, is currently in the process of meeting with creative agencies. The news has been confirmed to afaqs! by reliable industry sources.

Tinder, born in 2012, and headquartered in Los Angeles, entered the India market in the same year. Last December, J Walter Thompson, Delhi, created an advertising campaign for Tinder the film; directed by Rajneesh Ghai aka 'Razy' tapped into the reality of India's youth, punned on the concept of 'adulting'.

In a 2016 interview with afaqs!, Taru Kapur, then head of Tinder India, who is now GM of Tinder's parent Match Group in India, said, "Tinder is what you make of it..." The dating app segment is one of the hottest mobile-led product groups today and, besides Tinder, comprises brands like OkCupid, Bumble and TrulyMadly. For many Indians, Tinder is perceived as the 'original dating app', and has almost become shorthand for the category.

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Most dating apps have been advertising aggressively of late and are trying hard to differentiate themselves. Meanwhile, consumers are spoilt for choice. Interestingly, another related segment that has been advertising heavily of late is the matrimony site/app segment which comprises brands like Shaadi.com and Jeevansathi.com .

Check out some recent ads by Tinder: