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Pride Supporting Initiatives By Brands

Tinder releases a Pride Anthem in collaboration with Ritviz & Jugaad Motion Pictures.

Culture Compass
Culture Compass
6.3
GenderMale, Female, Others
Age BracketTeens, Young Adults, Grown Ups, Middle Aged
GeographyIndia

With the pride month festivities going on, various brands, apps and organizations are showing their support to the queer community by various campaigns, launches and initiatives. These include McDonald’s launching rainbow fry box and Mercedes Benz Canada releasing a series of videos that explain the importance and significance of all the colors in the rainbow flag. Further, Nike launched the “Be True” campaign with the release of its ‘Be True’ collection with a focus on the LGBTQIA+ community. Moreover, Skittles changed their packaging with the slogan, “Only one rainbow matters during pride.”

The recent addition to this trend is Tinder India. The Indian subset of the global online dating giant recently released Pride Anthem with Ritviz & Jugaad Motion Pictures. As we know, the world’s largest and most important Pride parades have been postponed due to COVID, and everything looks and feels different this year. Thus, Tinder India took this initiative for social solidarity, support and bringing people together digitally. Tinder believes that everyone deserves the chance to be seen for who they are, meet someone new and do so as their authentic selves. The anthem is quirky, fresh and full of positivity. It ends with a hashtag #Swipe_on_pride.

References – Ad Gully

Culture Compass
6.3
The music video comprises no actors and only members of the community, shot with strict adherence to local social distancing rules and regulations. This approach by Tinder will surely rush a lot of queer people to try out the dating app and find their dates. The pride movement is going in full swing with the help of a large number of organizations and apps going in support of queer community.

Breakdown

  • Popularity 7.0
  • Inventiveness 4.0
  • Engagement 7.0
  • Human Centricity 7.0

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