Kyoorius Digital Awards
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Axe Your Ex By Tinder
Brand: Tinder India
Client: 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)