Aligning With Women’s Needs In India

The Challenge:

Traditional is a loose term when it comes to dating––especially around the world––as dating can mean many different things depending on the cultural context defining traditions. After several years in market, Tinder realized that India had fewer users on their app as compared to other parts of the world. And this was especially true of female users. In a country with such rapid technological and mobile app adoption, why was that the case? The brand realized they needed to step back to get a better sense of how dating is approached in India, learn about the traditions of the country and learn how Tinder could better fit.

The Approach:

We knew dating was and is a new concept in a country used to ‘matching’ through the institution of arranged marriage. Simply asking, even young people about a somewhat controversial and taboo topic of dating… not to mention online dating, would require sensitivity and a well-tuned cultural radar to navigate conversations. A multi-layered and confidential approach helped us understand the cultural barriers to the lifestyle currently associated with Tinder in India. We used anonymous online groups to create a safe and non-judgmental environment to openly talk about sex, relationships, familial expectations and personal experiences within the realms of dating.

The Impact:

Our work illuminated the complex world of dating and the even more complex navigation young people had to deal with if they chose to take their love life into their own hands. Choosing to online date wasn’t simply a dating convention defying choice… in many cases it was a cultural defying choice. With an impact on their love life and family life. Through our interactions and analysis we were able to propose a strong value proposition that made online dating feel worth the risk. The insights from this work contributed to the successful Start Something Epic campaign. Pretty cool, right? Cheers to changing the game and helping love thrive all over the world.