Brands
Tinder brings real-world dating experiences to North East India
MUMBAI: Dating, it turns out, is less about grand gestures and more about shared moments. The song you both hum, the snack you swear by, the team you cheer for. Tinder is leaning into exactly that, taking dating out of the chat window and into everyday social spaces across India’s North East.
From Guwahati and Shillong to Ziro Valley, Tinder’s recent on-ground activity blended seamlessly into the region’s vibrant community life. Music gigs, sports matches, food queues and festivals became natural meeting points, showing how shared interests can quietly do the heavy lifting when it comes to starting conversations. Nearly one in three young singles in India say common interests matter when forming connections, and Tinder decided to put that insight to work in the real world.
In the North East, music is not just entertainment, it is social glue. Tinder tapped into this rhythm at live gigs and festivals, where conversations often start before the first note is played.
At Post Malone’s Guwahati concert, a balloon cart outside the venue set the mood early. Cheeky prompts like “Wanna sing together?” floated around as easily as the balloons themselves, turning waiting time into ice-breaking time. Smiles followed, chats started and the night began on a lighter note even before the music kicked in.
The Ziro Festival brought a more intimate story to life. Creator Taksing Mangha documented her first meeting with someone she had been chatting with on Tinder for weeks. Music, local food and the festival’s easy-going atmosphere made the transition from app to real life feel natural rather than nerve-wracking. It was a reminder that shared playlists can sometimes lead to shared memories.
Sports provided another easy excuse to connect. In Shillong especially, match days are as much about the crowd as the scoreline. Tinder joined the action at football and basketball games, blending into the buzz with playful prompts and crowd interactions.
At the men’s football match, branded floor stickers, standees and merchandise nudged fans to look beyond the pitch. The momentum continued at a men’s basketball game, where lines like “You found the court, now find your plus 1” added humour to the high-energy setting. A similar approach reached women’s basketball in Guwahati, extending the focus on community-first moments.
Sports, after all, rank among the most popular interests young users choose to define their vibe on Tinder, making stadiums and courts a natural extension of the app.
Beyond events, Tinder leaned into local voices and everyday humour. Meet-ups with regional creators, including a community gathering with Shillong-based creator Gary Lu, kept things relaxed and social, while reels and live stories carried the energy online.
Outdoor billboards across Guwahati and Shillong played with food references and cultural cues. Lines such as “When the chemistry is right, even bhut jolokia feels mild” and “Standing in a bhog queue? It’s better with a cutie!” turned daily situations into dating metaphors that felt instantly familiar.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
