Does Tinder expect Indians to swipe right on its new sanskari image?

The ad starts with a young girl getting ready for a date, when her mom walks into the room. Contrary to what one would expect, the mother is encouraging of her daughter going out and meeting men. She sits on the bed looking appreciatively at her daughter when the phone buzzes, and there you have — in broad daylight, if you please — Tinder notifications on the home screen! This would alarm most people, but this is mother of modern times, one who swipes right her approval of her daughter’s choices — both sartorial and romantic.

Check out the ad here.

While posting the video on its Facebook account, the brand said: “The people we meet and the connections we forge change our lives. Tinder is how everyone today meets new, like-minded people around them – people who become friends, lovers, mentors, acquaintances, partners, movie-buddies or soulmates. #SwipeRight to a world of possibilities.”

Now, we’d like to say that the ad is progressive, but what actually comes across is quite the opposite. The fact that Tinder had to take the almost matrimonial-like route to find acceptance in India says volumes about the brand’s interpretation of Indian psychology. At the same time, it’s confusing as well.

Are they targeting youngsters who can now justify Tinder to their parents? (Assuming justification is needed.)

Are they targeting parents who have been otherwise finally indoctrinated into the world of Shaadi.com and Bharatmatrimony.com, and may now immediately download the app as one more source to go ‘damaad’ or ‘bahu’ hunting?

When the mom enquires about when the daughter will be back home from the “theatre festival”, she answers: “Not too late, mom. Shaam tak (till evening)”. Will Tinder now get a sanskari Alok Nath as their next brand ambassador?

Here’s how people have reacted to the ad:

@nxsaif I advise tinder to have option called ” sanskari users” ;) @OyeMaria

— Optimism prevails (@Optimistic586) January 10, 2016

I wonder if that sanskari Tinder ad is going to drive a lot of this misinformed parents to open accounts for their kids :D

— David of things (@nithinkd) May 9, 2016

@amulyashruthi Kya aapki beti Sanskari 2.0 hai. Kya usnay naaya Tinder use kiya hai?

— clownasylum (@clownasylum) May 9, 2016