Tinder is flipping the heartbreak narrative in India, as it kicks off the second leg of its Move On campaign in Delhi-NCR. With a bold blend of fitness, community, and emotional resilience, the campaign encourages singles to shed the past and step into something better — both mentally and physically.
Central to this phase is the Ex-presso 2K Run, slated for 3 May in Delhi, in partnership with GNC. Designed not for speed but solidarity, the run is Tinder’s invitation to anyone sprinting away from a tough breakup and towards personal growth. The event will culminate in a Coffee Rave — a celebration of strength and new beginnings over caffeine, music, and meaningful connections.
“This is not about speed. It’s about solidarity, shedding the past, and crossing that finish line feeling stronger, together,” said Tinder in its campaign message.
The campaign taps into an evolving trend: intentional dating. From 1 January to 15 April 2025, mentions of “self-care” in Tinder bios in India have surged more than fourfold compared to the same period in 2024, and nearly doubled just since the beginning of this year. Whether it’s through long runs, meditation, or boxing, young singles are prioritising personal growth and emotional clarity.
In fact, 28% of Gen Z on Tinder say they prefer connecting over shared interests like fitness. This shift is reflected in dating profiles across the platform — with bios such as:
“Love boxing and kayaking regularly… Maybe you could introduce me to something new?”
“Let’s meet up for a coffee, a walk, or a gym/boxing workout?”
“I want to work on myself with you by my side, and I want you to work on yourself with me by yours.”
Tinder’s Year in Swipe 2024 found that “Gym” ranked among the top interests for Indian Gen Zs, while the Modern Dating Report (Asia) revealed that 35% of young daters in India turn to the gym to cope with dating drama. Meanwhile, 21% reported they’re most likely to meet someone new via hobbies or shared interest groups.
Adding a creative flair to the breakup narrative, Tinder introduced its first-ever Ex-press Disposal Truck in Mumbai. The colourful, mobile breakup recovery unit invited people to dump mementoes of former relationships — from love notes to hoodies — in a public, symbolic act of emotional release. The truck rolled through the city as a moving symbol of closure, sparking conversations about letting go and starting anew.
In Gurugram, Tinder also teamed up with Knox, the studio, for back-to-back boxing sessions under the empowering theme of Ex-orcise. These high-intensity workouts transformed breakups into breakthroughs, turning punches into proclamations of resilience and recovery.
“Shared interests have become a meaningful way for people to connect,” said Anukool Kumar, Head of Marketing, Tinder in India. “We’ve seen a steady rise in self-care mentions in Tinder bios in India, highlighting how Gen Z is turning to wellness and workouts not just as a coping mechanism after breakups, but as a way to reset and grow. Through activities like the Ex-press Disposal Truck, we also showed how letting go of physical reminders of the past is a powerful expression of closure and self-care. Our collaborations with Knox and GNC brought that to life through high-energy boxing and running sessions — celebrating strength, resilience, and the power of moving forward. At Tinder, we’re proud to open a world of possibilities for people and support them in finding meaningful connections.”
Tinder’s Move On campaign is a bold reflection of a cultural shift in how India’s young daters deal with heartbreak — swapping tears for treadmills, and regret for resilience.
