comscore Why Tinder's 'sanskaari' positioning is bad for the brand
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Why Tinder's 'sanskaari' positioning is bad for the brand

Here's how Tinder, the dating app is redefining love and shaking up the dating world.

tinder-screenshot

World over Tinder is known for being the app for casual dating or just “hooking up”. You go to a new city, you use Tinder to meet new people. However, in India, Tinder wants to shed its existing image in order to appeal to parents who find the app installed on their kids’ phones. After all, we are probably one of the few countries where children tend to stay with their parents even after completing their education and parents usually want to know what their kids are up to. After setting up an office in India, Tinder has now come up with an advertisement to position itself as a dating app that even parents won’t mind their kids using. Also Read - Tinder could now block your ex, office colleagues, relatives before you start swiping

Also Read - Tinder could let users run a background check on their dates soon

The ad begins with a girl getting ready to go out. Her mother walks in and she tells her that she s going out nearby to attend a cultural festival. The mother,sees Tinder notifications on her smartphone and surprisingly knows about the app. But being the cool mom that she is, she approves it with the proverbial “right swipe”, which suggest she knows how the app works. Also Read - Tinder's in-app interactive adventure series 'Swipe Night' coming to India next month

Here’s the ad.

While it might seem like a sound strategy for Tinder to position itself differently in a conservative country like India but it doesn’t change how people use the app. Yes, it does resonate with the local culture where every other profile description mentions the user is not interested in casual flings or one-night stands but that in itself shows the perception even existing users have about Tinder. And that perception is not a bad thing because that’s why users come on Tinder.

ALSO READ: 30 percent of Tinder users are married: Study

With the new brand positioning in India, Tinder could meet the same fate as Facebook, which suddenly stopped being the place where the cool kids hang out after their parents checked in.

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  • Published Date: May 11, 2016 7:04 PM IST



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