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Tinder goes the 'Sanskari' way to connect with Indian audience

13-May-2016
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Tinder goes the 'Sanskari' way to connect with Indian audience

Dating app Tinder, which recently released their new communication for the Indian audiences on Facebook has caused a stir across social media channels. Tweeps have termed the online video as ‘Sanskari’, as it attempts to showcase how Indian mothers are tacitly encouraging app based dating by featuring a mother-daughter duo caught in a nuanced discussion about dating.

Similarities are also being drawn with matrimony ads because the video resembles one in many ways. Termed as hilarious by some, the brand has invited a lot of flak for its new campaign, which is specifically targeted at the Indian youth.

Click here to view the ad: https://www.facebook.com/TinderInd/videos/575300302620524/

Brand strategy

Commenting on the strategy adopted by the dating app, Taru Kapoor, Head, Tinder, India said, “India has seen a cultural evolution that has been shaping up over the years. This evolution is being led by the youth, who are today more aware, connected and expressive than ever before. Like every generation, the youth today have adopted strong Indian values, while at the same time creating new norms and rejecting the ones that do not fit anymore in a shifting world order. As a result, some of the conventional structural barriers that have long existed in our society are slowly becoming less rigid. The video, a consumer connect initiative, is a depiction of this dynamic shift.”

She further added, “Through a slice of life portrayal of a conversation between a mother and daughter – similar to the ones that we all have witnessed or experienced often in our own lives – we catch a glimpse of a shift in socio-cultural paradigm. A mother catching a glimpse of her daughter’s Tinder notification is reflective of the future of dating in India, where youth and parents are open and honest about dating. Tinder is changing the way people meet, make new friends, expand their social circles and forge new relationships with like-minded people. The video gives a glimpse of this new norm.”

Social media buzz

The video has been criticised across social media channels. People, especially youth, are complaining of its poor execution and also the ‘Sanskari’ image of a cool dating site like Tinder, which according to many doesn’t go with the ethos of the brand.

Importance of Indian market

According to media reports, Kapoor is focusing on establishing the brand in India, steering user growth and increasing user engagement by focusing on local user needs. This is a step towards making India its core market, a move that’s noticed by other players in this growing category. The 97% growth of its active user base in India over three months and 400% increase of app downloads over the last year explains Tinder’s strategy to open its first international office in Delhi.

Dating as a concept has grown in the last few years in India. Brands in this space like Tinder, Truly Madly and Woo are trying to target the youth through their unique app-based offerings. While, TrulyMadly and Woo have launched their television commercials to reach out to their target audience, Tinder has been mostly concentrating on on-ground activities. The latest video offering from Tinder can be said to be a safe route taken by the brand to communicate with the Indian audiences.

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