Making way in the crowd of shaadi.com and serving sneaky love affairs came TINDER – the ‘dating’ app in India.
First of all, the very public welcome of it makes me laugh.out.loud.
In a country where hanging out with a guy is termed as characterless, dating is permitted as long as you are getting married to him and seeking out a date (OMG, that too publicly?) is outrightly desperate, dare they introduce an app for hookups and casual fun?
No, no. This is not a stereotypical Indian girl calling names to an application only meant for meeting people. Our godfather of relationship advice, the American website Elite Daily, too refers it to the same way.
Because ‘casual’, ‘fun’ and ‘dating’ do not exist in Indian parents’ dictionaries.
The latest advertisement of Tinder shows it positioning itself to be deemed more acceptable in the eyes of, none other than, our Indian parents!
A girl is getting ready for her date and her Indian mother – almost from a parallel universe – walks in the room, casually checks out her phone to find a message from Tinder and plays it SO chill that it sends a chill down my spine.
She knows about Tinder, she knows about her date and she’s asking her to add her charm by swiping (just the way she swiped right that guy on Tinder) a dash of kajal.
She cannot be an Indian mom. This advertisement is a mockery.
This is what I expected.
And here, this is what I found. Check it out!
Dear Tinder, your brand positioning is getting it all wrong.
While your utopian Indian imagination is sweet, unfortunately it is just that – an utopian imagination.
In a country where girls don’t speak to strangers, because you know how unsafe that is, this brilliant application shows mothers allowing their daughters to meet a stranger on a romantic date – who by the way is interested in her only by how sexy she looks on her Tinder profile.
This app is NOT a matrimonial app, if you expect it to be accepted as sweetly as the likes of Shaadi.com have been.
In an advertisement, where her mother is concerned about the time by which she’ll be back home but doesn’t care a bit about whom her daughter is meeting, explains the very paradox you’ve got yourself into.
An app which might take a few more years to be even acceptable socially amongst peer groups, it’s quite silly to rush in to be accepted by the parents.
You want to impress the urban, twenty-something, looking-for-excitement bunch of chaps, do that. But parents?
Sorry, but this is not happening anytime soon.