Tinder unveils brand film ‘You Up’

financialexpress.com:

Tinder has released its brand film made for India ‘You Up’ as a part of the brand’s global message “It Starts with A Swipe”. As per the company, the brand film celebrates young adults using the online app to build new experiences and memories that bolster their own personal stories.

The 90-second film has released ahead of the peak season for making new connections on Tinder (from Dating Sunday which falls this year on January 7 until Valentine’s Day on February 14) as singletons bring their new year energy and intentions into their quest for making new connections.

Talking about the campaign, Anukool Kumar, marketing director, Tinder India, said, “This campaign is a reflection of the new generation of daters who are embracing a low-pressure, zero-labels approach to dating that opens them up to new types of relationships. In India, 65% of 18-25-year-olds using Tinder’s Relationship Type feature say they are open to exploring, and a quarter (25%) using the Relationship Goals feature say they are still figuring it out. Tinder doesn’t tell you who or how to date, but we empower all kinds of possibilities. With newly launched features like Tinder Matchmaker, bringing your trusted circle into the dating journey, we remain committed to ensuring that Tinder continues to be the go-to platform for the next generation of daters in India.”

The campaign conceptualised by Toaster, centers on a young woman who chooses a variety of first date experiences without worrying about the outcome.

The brand film’s narrative highlights the diverse dating adventures she encounters when using the Tinder app and explores who and how she likes to date. Whether it is a date that teaches her to dance spontaneously or a familiar face from the office,