Mumbai: Independent creative agency Adtomica has been officially appointed as the Agency on Record (AOR) for Tinder’s brand partnerships in India, cementing a collaboration that gained widespread acclaim with the success of the emotionally charged “Move On” campaign earlier this year.
The Move On campaign, which made waves across digital and physical platforms, invited people to let go of mementos from past relationships — from handwritten letters to oversized hoodies — offering a symbolic release and a fresh emotional start. The initiative was powerfully tied to Blinkit’s Singles Mode, where 150,000 Tinder Plus vouchers were distributed at 75% off, merging emotional catharsis with tangible value.
Adtomica played a pivotal role in shaping the creative direction of the campaign, managing everything from concept to execution. This included the distribution mechanics for the Tinder Plus vouchers on Blinkit and designing in-app assets that organically integrated with Tinder’s interface — ultimately driving massive user engagement.
“Tinder is a brand that dares to be bold, and we love that. As their agency on record for partnerships in India, we’re excited to keep building experiences that are platform-first, culturally sharp, and always rooted in value for users,” said Abhay Kaul, Founder & CEO of Adtomica.
“Tinder is more than a dating app — it’s a reflection of how young India explores identity, connection, and self-worth. With the ‘Move On’ campaign, we wanted to create something emotionally resonant yet unmistakably bold. Adtomica understood that instinctively. Their ability to translate cultural insight into real-world engagement made this campaign truly memorable. We’re excited about what’s next,” added a Tinder spokesperson.
