November 9, 7 min read. Listen to article 4 min. An extensive survey conducted by Tinder with YouGov showed that almost 8 in 10 Indians have either personally experienced or know somebody who has experienced something uncomfortable while dating or being with someone. It is against this backdrop that the leading dating app has made consent a key part of its communications strategy over the last year.
Initiatives include the interactive resource centre letstalkconsent. Most recently, Tinder has launched an 8-minute long film 'We need to talk', which seeks to explore the nuances of consent in interpersonal relationships among young Indian adults. The film, directed by Sonam Nair and conceptualized in collaboration with The Script Room, is an interesting and much-needed interplay of the complex issues around consent in new-age relationships.
The just-launched film, shares Kapoor, hopes to help amplify conversations around this subject through the personal and lived experiences of the characters. The narrative has been pinned around creating safe spaces for conversations on boundaries and mutual respect, which are not often discussed in our society, adds Kapoor.
Taking the conversation forward, the brand is now launching a first-of-its-kind consent and safe dating curriculum in partnership with Yuvaa, which will be available online and in-person in select universities. With its 8-minute length, the construct for the creative narrative was deliberately kept less as an ad and more as a piece of content.
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Sonam Nair, who has never made ads before and whose usually repertoire spans feature films and OTT series, kept the approach to every department as if this was a series or feature. About the difference in cracking the idea and fleshing it out, Raj feels there was not much of a difference. While consent is a complex narrative and presents unique challenges in different cultures, many elements are seen as common denominators.
