Tinder India Embraces a State of Arrested Development with ‘Adulting Can Wait’

Who can be bothered with adulting? I mean. Really. Work. Admin. Bills. Bleeding radiators. Sensible relationships with sensible people. 

Tinder’s latest Indian campaign embraces the frivolity and fun of an extended kidulthood as it follows a young 20-something woman as she explores a giant Alice in Wonderland-esque maze of dating possibilities. From a cheeky poker night to explosive paintball and an actual puppy-fest, the ad's heroine skips through a series of adventures before tentatively stepping into the real world. On balance, she decides, adulting can wait.

The spot, which was released in December, was devised by the team at J. Walter Thompson Delhi and was produced by Small Fry Productions. The director was Rajneesh Ghai – a.k.a. Razy.

Talking about the campaign, Taru Kapoor GM of Tinder India said the spot was about the value of the unexpected experiences we accumulate. “Experiences in our early 20’s serve as lessons in how to adult and eventually 'settle down'. Growing up isn’t really optional, and we will achieve the goals that we seek and the ones we didn’t know we seek. We will all get there, whatever ‘there’ is. But until then, we want to celebrate the unexpected surprises at every corner - the craziness we will be nostalgic about sooner than we think, the relationships that will leave us better than they found us, the adventures that will make us challenge our own limits, and the people who will leave an indelible mark on our lives.”

Strategically the spot was designed to liberate young people from the expectations of adulthood and to encourage them to enjoy their youth instead of wishing it away – and to chime with the spirit of Generation Z.