Dating app Tinder has rolled out a series of on-ground and digital activations across India’s North East, including Guwahati, Shillong and Ziro Valley, linking dating conversations to shared interests such as music, sport, food and local culture.
The campaign draws on Tinder data which shows that nearly one in three young singles in India consider shared interests important to forming connections. According to the platform, 54% of young singles find common interests such as music attractive in a match, while 40% use music to express emotions and around one-third see music taste as a reflection of personality.
Music-focused activations featured prominently. At a Post Malone concert in Guwahati, Tinder set up a balloon cart outside the venue with prompts including “Wanna Sing Together?” and “Let’s Sing Together!”, encouraging interaction among attendees before the show.
At the Ziro Festival, Tinder highlighted a real-life meeting between creator Taksing Mangha and a match she had been speaking to on the app. Shared through her content, the meeting centred on music, local food and live performances, reflecting how online conversations can move into offline settings.
Sports-led activations were carried out in Shillong and Guwahati, reflecting Tinder data that places sports among the top five interests users select on their profiles. At a men’s football match in Shillong, Tinder introduced branded floor stickers, standees and on-ground prompts, alongside merchandise and influencer-led content. Similar prompts appeared at a men’s basketball game, including “You found the court, now find your +1” and “Dear Tinder, find me a plus one before the buzzer”.
Tinder also extended its presence to women’s basketball in Guwahati, positioning the sport as another social space shaped by shared crowd experiences.
Alongside live events, Tinder collaborated with regional creators to reflect everyday dating experiences. In Shillong, a community meet-up with creator Gary Lu featured influencer stories, merchandise distribution and audience interaction, amplified through social media content.
Outdoor billboards were placed across Guwahati and Shillong using local references and humour. Lines included “When the chemistry is right, even bhut jolokia feels mild” and “Standing in a bhog queue? It’s better with a cutie!”.
Regional lifestyle creators including Merenla Imsong, Sukanya Boruah, Nishita Baruah and Hikalia Chumi also produced content rooted in local culture and language, focusing on everyday dating moments and shared tastes.
According to Tinder, the North East activations form part of its broader approach to dating, aiming to connect online interactions with real-world social settings through shared experiences.
