Tinder Appoints Adtomica as Agency on Record After India Campaign

Independent creative agency Adtomica has been named the Agency on Record (AOR) for Tinder’s brand partnerships in India, following a recent campaign collaboration that focused on emotional renewal and platform engagement.

The announcement comes after the rollout of Tinder’s “Move On” campaign, which invited users across India to part with mementos from past relationships – such as notes, photos, and clothing items – as a symbolic gesture of moving forward. As part of the initiative, Tinder partnered with grocery delivery platform Blinkit, using its Singles Mode to distribute 150,000 Tinder Plus vouchers at a 75% discount.

Adtomica played a key role in shaping the campaign’s creative direction and facilitating the integration of these promotions into Blinkit’s platform. The agency was also responsible for designing in-app assets that helped connect the campaign message with user actions, driving significant engagement and click-throughs.

Being appointed the company’s AOR means that Adtomica is likely going to take over the majority of Tinder’s campaigns in India (and perhaps in other areas of the world) going forward. According to Adtomica’s Founder & CEO Abhay Kaul, the agency aims to continue developing “platform-first, culturally sharp” experiences that deliver clear user value, specifically targeting their campaigns to meet the trends shown by Tinder’s Indian user base.