Dating apps strike a content match with celebs, web shows

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Archies to promote a new feature. Gleeden is streaming a podcast on Spotify and conducting street interviews in Delhi.

Spending on these activities can vary between 2% and 10% of marketing budgets, depending on season and messaging. Tinder collaborated with influencers and celebrities such as Kusha Kapila, Swara Bhasker, Rashmika Mandanna, Pooja Bhatt, Uorfi Javed, Zeenat Aman and Janhvi Kapoor for Swipe Ride that premieres on Tinder’s YouTube channel and JioCinema.

Last August, Tinder had also launched a short film around consent and safe dating and has recently collaborated with DOT., a character from Netflix’s The Archies film, to spotlight Incognito Mode, a feature which offers Tinder subscribers the ability to maintain control over their visibility. “As our core target audience evolves from millennials to Gen Z, our goal is to always stay relevant and offer the best experience to them, following their habits and behaviours.

Our partnerships thus revolve around our users, keeping their interests and insights at the heart of everything we do, whether it is interests such as food, music, travel or pop-culture trends," Anukool Kumar, marketing director, Tinder India, said. When the Barbenheimer trend—a reference to the interest Hollywood films Barbie and Oppenheimer released in July raised—had gone viral, Tinder had brought out social media posts encouraging users to check if their potential matches were fans of the two movies.

Snehil Khanor, CEO and founder of TrulyMadly, said the platform makes it a point to put out a lot of informational content around dating and relationships through Instagram or YouTube videos. “A lot of content that dating companies are creating tends to be snacky, but we’re hoping to come up with