Tinder India has entered into a partnership with creative agency Leo Burnett, a global business with 85 offices and more than 8,000 employees.
Other clients to engage with the agency include McDonald’s, Coca Cola, Fiat and Samsung.
The collaboration, which comes following a multi-agency pitch, marks the latest development in Tinder’s India strategy.
Over the course of the year, the market leader has joined forces with Spotify, BuzzFeed and She the People.TV to spread its message around the subcontinent.
Dheeraj Sinha, MD, India and Chief Strategy Officer, South Asia at Leo Burnett, said, “Technology and social trends have transformed the way we meet and connect with people and in that purview Tinder has significantly changed the rules of social discovery for the new generation.
“This provides us the perfect platform to create the kind of new-age work which we believe will drive interesting and meaningful conversations around the brand and we are looking forward to this opportunity.”
Tinder CEO Elie Seidman has often spoken about the company’s Asia expansion. At Hong Kong’s RISE Conference in July, he explained some of the different localisation efforts that were being made to help the brand communicate appropriately in APAC.
One of its first large-scale India campaigns was ‘Adulting Can Wait!’. The messaging contrasted with Bumble’s regional approach, which focused more on settling down and starting a family.
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