In a bold move that redefines the future of brand partnerships, Adtomica, the independent creative agency, has been appointed the Agency on Record (AOR) for Tinder’s brand partnerships in India. This comes on the heels of their successful collaboration on Tinder’s emotionally resonant “Move On” campaign, which garnered widespread attention and engagement across the country.
The “Move On” campaign was more than just a creative idea it was a cultural statement that resonated deeply with India’s youth. The campaign invited people to symbolically dispose of emotional remnants from past relationships, from old love letters to worn-out T-shirts, allowing them to experience a form of emotional release and personal renewal. This compelling experience was further amplified by Blinkit’s Singles Mode, which distributed a staggering 150,000 Tinder Plus vouchers at 75% off, merging value with vulnerability in a truly unique manner.
Adtomica played a central role in the campaign, providing creative direction and facilitating the seamless distribution of Tinder Plus vouchers through Blinkit’s Singles Mode. Their work didn’t stop there they were also responsible for designing and implementing in-app creative assets that integrated Tinder Plus offers smoothly into the user experience, driving an impressive increase in clicks and engagement.
Abhay Kaul, Founder and CEO of Adtomica, emphasized the importance of boldness in Tinder’s brand voice, saying, “Tinder is a brand that dares to be bold, and we love that. As their agency on record for partnerships in India, we’re excited to keep building experiences that are platform-first, culturally sharp, and always rooted in value for users.”
Tinder’s spokesperson echoed similar sentiments, highlighting the emotional depth of the campaign. “Tinder is more than a dating app, it’s a reflection of how young India explores identity, connection, and self-worth. With the ‘Move On’ campaign, we wanted to create something emotionally resonant yet unmistakably bold. Adtomica understood that instinctively. Their ability to translate cultural insight into real-world engagement made this campaign truly memorable. We’re excited about what’s next.”
With this appointment, Adtomica is poised to further cement its position as a leader in crafting culturally relevant, platform-first experiences. Tinder, a brand that thrives on boldness and authenticity, has found a like-minded partner in Adtomica. The “Move On” campaign has set the stage for a deeper collaboration that will continue to push the boundaries of creativity and innovation in brand partnerships.
As Adtomica takes the reins, both brands and users alike can expect more campaigns that not only capture the pulse of young India but also engage them in ways that feel real, relatable, and above all bold.
