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.
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.
Positioning Tech & Food
A food delivery service app wanted to understand what their new offering should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.Read More
Pinterest: Global and Local
Pinterest asked The Sound to help them explore three new growth markets across Asia. Through rich learning about the region’s local cultural nuances and social media landscape, they wanted to carve out value propositions for each market that would help them cement their place in culture through future product innovations and marketing campaigns.Read More