Brands
Tinder launches dating guide in more Indian languages
MUMBAI: Blind dates can go wrong. And in a multilingual, multicultural nation like India, even more so. This despite, people are dating.
Keeping this in mind, Tinder and the Centre for Social Research (CSR) have made their dating safety guide available in four Indian languages—Hindi, Marathi, Kannada, and Bengali. The move aims to make online dating safety advice more accessible, ensuring users can find essential guidance in a language they are most comfortable with.
Originally launched in 2023 in English, the guide provides young adults with practical tools and insights to navigate online and in-person dating safely. The expansion reflects Tinder’s commitment to fostering a secure dating environment, responding to feedback from regional language speakers who feel more comfortable consuming educational content in their native tongues.
A recent Tinder survey revealed that safety and security are the top priorities for Indian singles before meeting someone from a dating app, with 37 per cent opting for a video call before an in-person date. Since its launch, the guide has been accessed over a million times and downloaded 50,000 times. With localisation, Tinder and CSR aim to extend their reach and promote responsible dating across India.
Throughout February 2025, Tinder users in India will encounter in-app cards featuring key safety tips from the guide and directing them to a dedicated online resource. These cards will reinforce essential safety principles while encouraging users to make informed choices.
Trust & Safety at Match Group vice president Yoel Roth Tinder’s parent company, stated: “At Match group, we prioritise making dating safer for millions worldwide. With this multilingual launch, we are empowering young daters in India with crucial safety tools. Our collaboration with CSR strengthens awareness and reinforces our dedication to robust safety standards.”
Added CSR director Ranjana Kumari “For over four decades, CSR has championed gender equality and worked to make online spaces safer. Partnering with Tinder on this guide allows us to reach a broader audience, equipping individuals—especially women—with the knowledge to navigate online dating with confidence and security.”
Recognising respectful communication, active listening, and clear intentions while staying alert to concerning behaviour. Emphasising the importance of clear and enthusiastic agreement in all interactions, with resources such as Tinder’s ‘let’s talk consent’ initiative. Educating users on tools like photo verification, unmatch, and block contacts to ensure greater control over their dating experience. Guiding users on how to report harassment directly within the app and access trusted support organisations if needed.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
