The latest brand film- 'You Up' is conceptualised by Toaster.
Tinder has released the year's first brand film made for India You Up as a part of the brand's global message- “It Starts with A Swipe”. 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 releases 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.
Conceptualised by Toaster, the brand film centers on a young woman who chooses a variety of first date experiences without worrying about the outcome.
Crafted through the eyes of a young woman, 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, she is able to explore her individuality and fluidity with endless new experiences that await at every turn.
Set to the iconic track Zindagi Meri Dance (My life is dance) by Vijay Benedict and Alisha Chinai, the soundtrack embodies the euphoria of putting yourself out there for all kinds of possibilities, syncing perfectly with characters’ dating experiences.
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. 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 brand film will be live across Tinder India’s social channels.