Kyoorius Digital Awards
User Engagement & Community Building - Campaign
KYOORIUS DIGITAL AWARDS - Social (User Engagement & Community Building - Campaign)
Axe Your Ex By Tinder - Tinder India
Client: MTCH India Services Pvt Ltd
Entrant: Dentsu Webchutney
Baby Blue Elephant
|Entry Title:||Axe Your Ex By Tinder|
|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)|