Tinder India Launches “Move On” Campaign

Tinder is taking a symbolic approach to moving on from breakups with its new “Move On” campaign, launched recently in Mumbai. As part of the initiative, the dating platform introduced the “Ex-press Disposal Truck,” inviting individuals to physically discard belongings from past relationships, a nod to traditional practices of releasing emotional baggage through symbolic acts like burning written grievances.

The campaign highlights what Tinder describes as a broader cultural shift among young Indians in how they handle dating and heartbreak. According to a survey conducted by OnePoll for Tinder between April and May 2023, involving 1,000 singles aged 18 to 25 across India, 82% of respondents said they prioritize mental well-being in relationships, and 77% indicated they would not compromise on self-care practices or personal boundaries for a partner.

‘Move On’ is part of a trio of videos that form the basis of the campaign, with the other two being ‘Double the Chill’ and ‘Love and Hate’. They are meant to capture three clear moments of a person’s journey in attempting to find love, both good and bad.

By encouraging participants to part with physical reminders of past relationships, Tinder is tapping into an emotional need for closure while aligning itself with the values of self-care and boundary-setting that are increasingly important to young daters in India. The campaign is just another addition to a relatively recent trend – brands seeking to position themselves not just as products or services, but as facilitators of emotional well-being and personal growth.