Swipe into New Beginnings: Tinder's 'You Up' Redefines Dating Narratives

Tinder has unveiled its inaugural brand film for India, titled 'You Up,' as part of the global message, "It Starts with A Swipe." This 90-second film celebrates the experiences and memories young adults create using the online app, contributing to their personal narratives. Released just before the peak season for new connections on Tinder, from Dating Sunday (January 7) to Valentine’s Day (February 14), the film captures the enthusiasm and intentions of singles seeking connections in the new year. Last year's statistics revealed a surge of 58.7 million additional likes during this period compared to the rest of the year.

Developed by Toaster, the brand film follows a young woman navigating various first date experiences without being overly concerned about the outcomes. Embracing the dating trend revealed in Tinder’s Year in Swipe 2023—Not Attached To Outcomes (N.A.T.O)—young singles aged 18-25, constituting over half of Tinder's global user base, are rejecting the pressure of rushing into a "happily ever after."

Presented through the lens of a young woman, the narrative explores diverse dating adventures facilitated by the Tinder app. Whether learning to dance spontaneously on a date or encountering a familiar face from the office, she embraces her individuality and fluidity, savoring endless new experiences. Accompanied by the iconic track 'Zindagi Meri Dance' (My life is dance) by Vijay Benedict and Alisha Chinai, the soundtrack perfectly complements the characters' dating experiences.

Anukool Kumar, Marketing Director, Tinder India, remarked, “This campaign mirrors the new generation of daters adopting a low-pressure, zero-labels approach to dating, opening themselves to various relationship possibilities. In India, 65% of 18-25-year-olds using Tinder’s Relationship Type feature express being 'open to exploring,' and 25% using the Relationship Goals feature say they are 'still figuring it out.' Tinder empowers diverse possibilities without dictating who or how to date. With features like Tinder Matchmaker™, incorporating your trusted circle into the dating journey, we strive to ensure Tinder remains the preferred platform for the next generation of daters in India.”

The brand film will be available on Tinder India’s social channels.