Younger, innocent, sweeter. BBH India’s online spot for Tinder India is very different in tone from Swipe Night, but the montage film captures the thrill and the optimism of young love perfectly as well as its inventiveness in overcoming the restrictions of Covid life.
The music video spot, #InOurOwnWay, was inspired by real member stories and Tinder’s community. It explores what dating and flirting look like during Covid in India – making a mundane outdoor hopscotch date memorable, improvising the lack of a public swimming pool, making a virtual dance party zing, exploring the city on cycles.
Beneath the improvisation and optimism of young love shown in the video are messages about Tinder’s role; that Tinder helps users to be in charge of their own experiences.
“In creating a music video for Tinder, it is the Tinder community who came up with the ‘creatives’ – the many ways of dating. All we had to do was to reflect and celebrate them. In our own way is a refrain that champions their spirit – from choosing who to be with to setting their own pace to meet-ups at places which may not have seen dates before,” explained Vasudha Misra, executive creative director, BBH Delhi.
Taru Kapoor, general mangager India, Tinder and Match group, added, “The pandemic has significantly diminished opportunities of chance encounters and interactions from our lives especially for our young members. But human connection endures, unconstrained from rules of physical distance and barriers (both social and physical) and we continue to be inspired by our community. Our members have creatively co-created and figured out new rules of meeting, hanging out and falling in love. None of this is surprising. Gen Z has always set their own pace, created their own rules and thrived despite constraints and COVID has only accelerated this ingenuity-this is the spirit we are championing and celebrating.”
The film was directed by Jess Kohl with an original soundtrack composed by music director, Mikey McCleary, and vocals by Indian-American rapper, singer, songwriter and dancer, Raja Kumari.
Agency: BBH India
CEO & Chief Creative Officer, BBH-PWW India: Russell Barrett
CEO, BBH-PWW India; Subhash Kamath
Chief Strategy Officer & CEO, BBH-PWW India: Sanjay Sharma
Managing Director: Arvind Krishan
Executive Creative Director & Writer: Vasudha Misra
Creative Team: Ttarangg Manoj, Rodrigues Robert & Aastha Gupta
Head of Production: Rahul Kulkarni
Business Director: Rajat Pandey
Business Partner: Manas Dewan
Strategy Director: Pranoy Kanojia
Strategist: Arshavi Buch
Production House: Ransom Film
Director: Jess Kohl
Producer: Akshiti Goleria
Creative Producer: Bharat Sikka
DOP: Tassaduq Hussain
Music Composer: Mikey McCleary
Vocalist: Raja Kumari
Lyricists: Raja Kumari, Saba Azad & Mikey McCleary
Editors: Hasani Franke & Rachit Mehta
Colourist: Christian Leiva