KYOORIUS DIGITAL AWARDS - Social (Real-Time Response - Campaign)

Axe Your Ex By Tinder - MTCH India Services Pvt Ltd - Tinder India JPG
Axe Your Ex By Tinder - MTCH India Services Pvt Ltd - Tinder India JPG
Axe Your Ex By Tinder - MTCH India Services Pvt Ltd - Tinder India JPG
Axe Your Ex By Tinder - MTCH India Services Pvt Ltd - Tinder India JPG
Axe Your Ex By Tinder - MTCH India Services Pvt Ltd - Tinder India JPG
Axe Your Ex By Tinder - MTCH India Services Pvt Ltd - Tinder India MP4 2m:00s

Axe Your Ex By Tinder - Tinder India
Client: MTCH India Services Pvt Ltd
Entrant: Dentsu Webchutney

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Axe Your Ex By Tinder - Tinder India - MTCH India Services Pvt Ltd

Blue Elephant

Entry Title: Axe Your Ex By Tinder
Brand: Tinder India
Client: MTCH India Services Pvt Ltd
Description: Valentine’s Day is a cluttered day for brands. And for dating apps, it’s like Black Friday. But instead of making people match on Valentine’s Day and celebrate love, something you’d expect a dating app to do, Tinder India helped singles get past their past.

A day before Valentine’s Day Tinder India admin noticed a seemingly simple tweet highlighting the disappointment in having an ex ruin good pictures. Within minutes, the brand announced an unexpected service - Axe Your Ex by Tinder, a service that will photoshop exes out of pictures in real time and replace them with the fans’ true love, be it pizza, icecreams or a tree.

While the world was out to enforce connection, we were about the tough job: erasing exes, out of pictures, out of mind and definitely out of heart.

50% of all brand impressions in February in 2 days. 147.5% engagement growth MoM. 49% faster follower growth rate.
Company Credits: Dentsu Webchutney
Individual Credits: Aniruddh Gawas (Senior Art Director)
Individual Credits: Aabhaas Sreshtha (Associate Creative Director - Art)
Individual Credits: Manasi Sheth (Visualiser)
Individual Credits: Suzanna Mathew (Senior Copywriter)
Individual Credits: Kaavya Shah (Senior Copywriter)
Individual Credits: Shabnam E Subha (Copywriter)
Individual Credits: Dhananjay Patni (Account Executive)
Individual Credits: Juhi Mongia (Senior Account Executive)
Individual Credits: Lohitaksh Guliani (Associate Account Director)
Individual Credits: Isha Sharma (Client Supervisor)
Individual Credits: Sumera Dewan (AVP - Account Management)
Individual Credits: Pooja Manek (Associate Creative Director - Copy)