New Delhi: After stirring a social media storm in its rather Sanskaari first brand campaign (click here), US based dating app Tinder is back with a relatable new ad (click here) which features Bollywood actor Alia Bhatt. The campaign is a part of Tinder’s first Bollywood movie association with Bhatt and Shah Rukh Khan starrer Dear Zindagi slated to release on 25 November.
Made by movie studio Red Chillies Entertainment, the two minute video features the actor as Kaira (the character she plays in the movie) who engages in a rant with her friend about love, heartbreaks and finding the right partner. Checking the profiles of young men on the Tinder app, Bhatt makes her friend realize that it is all about taking one step at a time. The underlying thought being the first step, for most people today, is meeting the right person, which starts with an app like Tinder.
Tinder’s India head Taru Kapoor said, “Alia is hugely popular with the youth today and connects wonderfully with young audiences. Her character in the film is one with whom the youth will instantly connect and relate to. The situations she faces, the people she meets and her attitude to love and relationships is reflective of the way norms in our society are evolving today—the film deals with love and relationships in the time of Tinder. This collaboration is, therefore, perfectly synergistic.”
Launched in 2012, Tinder is currently present in 196 countries. Tinder officially entered India in January this year. The app, Kapoor said, has witnessed rapid growth in India, which is among Tinder’s top five growing markets and the largest in Asia.
“Our focus has always been on establishing the Tinder brand in India, steering its explosive user growth and increasing user engagement by focusing on local user needs. We will continue to focus on user engagement and collaborating with like-minded partners to bring synergies and provide an engaging experience for our users,” she added.
The company claims that each day, 26 million matches are made on its app with more than 11 billion matches made to date.
Talking about the association, Venky Mysore, chief executive of movie production house Red Chillies, said in a statement: “In our film Dear Zindagi, Alia plays the role of a young and budding cinematographer, and the hurdles she faces in her personal life are very relatable to the youth today. Tinder is undoubtedly one of the most trending dating platforms and we are happy to associate with the platform.”
As part of the association, Tinder will create a profile for Bhatt as her character Kaira which will interact with users. The company will also run a contest on Tinder that will give users a chance to meet the star at a Tinder-themed party.
Dear Zindagi is the story of Kaira, a budding cinematographer in search of a perfect life. A chance encounter with Jug (played by Shahrukh Khan), an unconventional thinker, helps her gain a new perspective about life. She discovers that happiness is all about finding comfort in life’s imperfections. The film has been directed by Gauri Shinde of English Vinglish fame. It has been jointly produced by Gauri Khan, Karan Johar and Gauri Shinde under the banners of Red Chillies Entertainment, Dharma Productions, and Hope Productions, respectively.
Commenting on the brand partnership, Anirban Das Blah, chief executive officer of talent agency CAA Kwan, said brand movie associations are heavily driven by synergy between the demographics and the plot of the movie with that of brand’s target audience.
“Dear Zindagi, for instance, is a very multiplex film; therefore, the Tinder partnership makes sense. Getting a big star who is relevant to the audience is very good,” he said.
However, he is quick to add that firms must be selective about the number and engagement level of celebrity brand endorsements because it can put off the existing long-term brand deals of the stars.
“When you do these tactical or quasi endorsements for a few days or months, then other brands tend to think why are they spending so much money for longer duration when others are leveraging the star’s persona for few days. If I was representing Alia, I wouldn’t make her do such tactical associations,” he concluded.