Brands
Tinder launches its global brand campaign, “It Starts With a Swipe”
Mumbai: Tinder launches its first-ever global brand campaign, “It Starts With a Swipe” – a celebration of modern dating milestones and a romantically stylized reflection of the dating experience.
“Tinder daters have changed the state-of-the-date by tossing out traditional views and are embracing experiences on their own terms, not to mention a whole new vocabulary.” said Tinder global chief marketing officer Melissa Hobley. “Defined as a one night stand ten years ago, only 25 per cent of young daters believe that a hookup is defined the same way today. Tinder doesn’t tell you who or how to date, but we power all kinds of possibilities. We welcome all types of people and relationships whether they last for a few messages exchanged on the app, a day, a night, or a lifetime. No matter what kind of connection you are looking for, it starts here; It Starts with A Swipe.”
Hook-ups, an outdated concept for daters In 2023
Young adults today are embracing new experiences, connections and self-discovery. They’re all about vibing, meeting up, situationship… Tinder’s role continues to reignite imagination for these daters on how exciting it can be to take a chance on someone or something new. For 56 per cent of young daters, the term “hook up” is outdated or means something different to them than it does for older generations. “Hooking up”, however young singles define it, is simply part of the dating process, and a way to explore a connection without the pressures of labels, not something to be ashamed or secretive about.
Young singles are redefining dating possibilities in diverse and inclusive ways
Tinder continues to be the first stepping stone in the dating journey and is the most-downloaded app by 18-year-olds, with the majority of Tinder members aged between 18-25. LGBTQIA+ members are now the fastest growing group on Tinder, and members aged 18-25 that identify as LGBTQIA+ on Tinder have more than doubled in the last two years. In fact, 33 per cent agree that their sexuality is more fluid and 29 per cent say their gender identity has become more fluid in the past three years.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
