Independent creative agency Adtomica has been named the agency on record (AOR) for Tinder’s brand partnerships in India, following their successful collaboration on the dating app’s recent “Move On” campaign with Blinkit.
The “Move On” campaign encouraged users across India to let go of mementos from past relationships—such as letters or old clothing as a symbolic gesture of moving forward. As part of the initiative, Blinkit launched Singles Mode, which offered 150,000 discounted Tinder Plus vouchers at 75% off, blending emotional relevance with a tangible benefit for users.
Adtomica played a pivotal role in shaping the campaign’s creative direction. The agency also facilitated the distribution of vouchers through Blinkit’s platform and was responsible for developing integrated in-app assets that connected users with the Tinder Plus offers leading to a surge in engagement and redemptions.
Abhay Kaul, Founder and CEO of Adtomica, commented: “Tinder is a brand that dares to be bold, and we love that. As their AOR for partnerships in India, we’re excited to continue creating experiences that are platform-first, culturally resonant, and always focused on delivering value to users.”
A Tinder spokesperson added: “Tinder is more than just a dating app, it’s how young India navigates identity, self-worth, and connection. With the ‘Move On’ campaign, we aimed to strike a balance between emotional impact and bold storytelling. Adtomica grasped that vision immediately, turning cultural insight into real-world engagement. We’re looking forward to what’s next in this partnership.”
With this appointment, Adtomica is set to lead Tinder’s brand partnership efforts in India, continuing to drive creative campaigns that resonate with the platform’s young, dynamic audience.
