iWorld
If you get my psycho, then you’ll get my cute: Vaani Kapoor
Mumbai: Tinder, in partnership with Viacom18, is back with the fourth season of Tinder’s Swipe Ride. It’s a show that celebrates uninhibited and meaningful conversations about what Indian women want from their dating lives. The first episode this year features bollywood actress Vaani Kapoor and will premiere on Wednesday, August 14, 2024 on Tinder’s Youtube channel and stream exclusively on Viacom18’s OTT platform JioCinema.
Popular content creator and actor, Kusha Kapila, takes the driver’s seat once again with a celebrity guest in the back. This time it is Vaani Kapoor who steps into the spotlight, bringing her vibrant energy and honest perspectives on love and relationships. Together they pick up a Tinder user, Panthi Shah, a 23-year-old marketing manager and aspiring model, who is on a quest to find romance. With a Tinder bio that reads “Pasta, puppies, and looking for a potential partner in crime,” Panthi is all set for a pottery date planned by her Tinder match, Yash, a graphic designer who shares her love for adventure. Notably, Tinder’s Year in Swipe report talks about how people are increasingly opting for more experiential dates. While coffee date remains the top activity in India, it is closely followed by concerts and festivals, stand-up, movie night, and arcade.
On this Swipe Ride drive, the girl trio spills the tea on the magic of spontaneous first dates, setting healthy boundaries, self-expression, and how Shahrukh Khan remains the ultimate dream boy who bridges the gap between Gen Z, millennials and boomers.
Kapoor shares, “As someone in the spotlight, dating can be challenging. People often approach me because of my fame, which can make it difficult to discern genuine intentions. I’m an idealist in love but a realist in life. Finding true chemistry is rare, and when you do, it’s important to seize it with both hands!”
Tinder user Panthi shared her own dating adventures, revealing how going on 50 first dates this year has been a journey of self-discovery. Interestingly, Tinder’s Year in Swipe report on dating, reveals that singles are less concerned with where their relationship was heading, and more concerned with creating memorable experiences and opportunities – also known as N.A.T.O Dating (a.k.a. Not Attached To Outcomes). It is simply a way for daters to break free from societal pressures and timelines and enjoy ‘the plot’ of making connections and getting to know people.
“This season of Swipe Ride is all about celebrating the empowered and authentic voices of today’s young women. From spontaneous adventures to unique date ideas, these young women are breaking the mold and embracing what they truly want in their dating journey. It’s been amazing to witness how they’re normalizing open, honest conversations about their desires and expectations. This season, we’re driving into the heart of what makes modern dating so exciting and real, and it’s been incredible to share these moments with them,” added Kusha Kapila.
“Swipe Ride entering its 4th fourth season is a significant milestone and a testimony of how this show resonates with our audience. It captures the diverse perspectives of young, GenZ Indian women and their dating journeys in a way that’s both relatable and empowering. Whether it’s owning their relationship goals or confidently putting themselves out there, young women daters are being transparent and open to new experiences, connections and possibilities. This show is a reflection of that IRL,” said Tinder India marketing director Anukool Kumar
Co-created with film director Debbie Rao along with popular writer Supriya Joshi, Swipe Ride series is a product of the coming together of these women who like to call their own shots whether it’s in their personal life, careers, or their dating lives.
iWorld
Meta introduces new AI tools to boost discovery-to-purchase journey
From shoppable Reels to generative video, platforms get smarter at turning attention into sales.
MUMBAI: Meta is turning “scroll and stop” into “scroll, stop, and shop” and it’s using AI to make the whole journey feel almost effortless. The company has announced several new tools and enhancements designed to help brands guide people from discovery to purchase more effectively, while delivering more relevant and personalised experiences across its platforms.
Creators can now add product links more broadly on Instagram Reels, turning their content into shoppable moments. Businesses in 22 countries, including India, will soon be able to share their product catalogues with creators, opening up a new sales channel for brands and fresh monetisation opportunities for creators.
The Creator Marketplace has also been upgraded with enhanced target audience filtering, integrated with Ads Manager. This helps businesses quickly find creators who are a strong match for their goals. Campaigns using Partnership Ads deliver, on average, 19 per cent lower CPAs, 13 per cent higher click-through rates, and 71 per cent higher median brand lift.
Meta is expanding Reels Trending Ads inventory with new content categories including TV & Movies, Travel, Business, Finance & Investments. According to Meta’s analysis of 59 studies, Reels Trending Ads delivered an incremental 6.6 percentage point Ad Recall lift compared to control groups.
AI-Powered Shopping Enhancements
- Product Set Optimisation is now in testing, allowing retail media networks to promote specific products with detailed reporting. Early results show 17 per cent lower median seller cost per purchase.
- Product Showcase is being expanded so marketers can upload one image or video and let Meta’s AI automatically add relevant products as a carousel when it improves performance.
Meta is expanding its generative AI capabilities with:
- UGC-style videos featuring avatars and voiceovers
- Easier voiceover translation and text overlay translation in a single streamlined flow
- New tools to automatically turn product catalogues into dynamic video ads for Reels
Early testing of the Advantage+ creative video generation tool showed a 10 per cent increase in CTR and 8 per cent increase in CVR on average. Campaigns using catalog product video saw 20 per cent more conversions per dollar, while Reels placements with catalog product video delivered 33 per cent higher incremental conversions.
Industry voices welcomed the updates. Vikas Chawla of Social Beat called Partnership Ads a “flywheel” for authentic content that converts. Niti Kumar of Spark Foundry and Sadhvi Dhawan of Blink Digital highlighted the power of Reels Trending Ads for cultural relevance and guaranteed share of voice. Ramasish Bhowmik of Adbuffs noted that Meta’s GenAI tools are giving teams a clear competitive edge.
In a world where attention is fleeting but shopping intent can spark in seconds, Meta is betting that smarter AI will help brands turn discovery into decisions faster than ever. The message is clear: the future of advertising isn’t just about reaching people, it’s about reaching them at exactly the right moment, with exactly the right product.
