Face-off in the dating world: Tinder’s 'Adulting can wait' vs 'Bumble’s '#EqualNotLoose'
We take a look at the latest ad communication released by the two competing online dating brands
Published - 03-January-2019
In August 2017, Match Group, which owns Tinder, attempted to buy Bumble for $450 million. The company tried again in November, this time offering a sum termed as "well over a billion dollars." And Bumble demured a second time. Ever since, the battle between Bumble and Tinder only got bigger. That said, Bumble was recently launched in India. Both the online dating brands rolled out their respective ad campaigns around the same time. We take a look at the latest ad communication released by the two and the creative strategy employed by them.
Tinder’s ‘Adulting can wait’
Tinder’s brand campaign, ‘Adulting can wait’, taps into Gen Z’s reality and establishes that the pre-adulting life stage must be cherished and championed and not be underplayed as just transitional. The campaign tries to address and break down the stereotypes and the pressures to conform to them, while taking a light-hearted view of seeking out and embracing the thrill of new and unexplored experiences. The digital film displays a maze of experiences that captures the spontaneity of youth and the joy of navigating this life stage. The campaign conveys that the maze is a metaphor for the life stage itself, as one navigates the way exploring the world and discovering oneself and one’s place in it. Along the way, you stumble onto experiences and adventures, joys and failures and meet a variety of people - all of which eventually become a part of your life story.
The film was created and conceptualised by J Walter Thompson, Delh and directed by Rajneesh Ghai ‘Razy’, with the soundtrack composed by music director Mikey McCleary and sung by Anjali Sivaraman.
The brand debuted #EqualNotLoose, a fully integrated marketing campaign across India that celebrates the empowerment of Indian women and challenges the judgment that too often accompanies their pursuit of independence and achieving their professional and relationship goals. Priyanka Chopra Jonas, who is a partner and investor at Bumble, stars in the campaign’s TV commercial with a message that champions gender equality and the everyday moments in a modern Indian woman’s life.
The shot shows a series of vignettes starring Chopra Jonas as a competent boss, a gal looking for love, a workout fan (who can shed her jacket for a sweat session) and an equal partner in domestic duties (he can cook, too!).With Lizzo’s you-go-girl anthem Good as Hell as the soundtrack, the ad’s captions try to drive home the point that women who pursue their careers are “ambitious, not loose” and those who date are “curious, not loose.” The campaign is conceptualized by BBDO India.