Digital
Leading with purpose creates wins for consumers, community and country: Hina Nagarajan of Diageo India
Tinder appoints Adtomica as Agency on Record
Adtomica collaborated on the creative direction for the “Move On” campaign, facilitating the distribution of vouchers through Blinkit’s Singles Mode.
Adtomica was also responsible for designing and implementing in-app creative assets that seamlessly integrated Tinder Plus offers with the platform and drove the massive clicks.
Independent creative agency Adtomica has been appointed the Agency on Record (AOR) for Tinder’s brand partnerships in India, following the standout success of the 2025 “Move On” campaign. As per the company, the “Move On” campaign was a bold, emotionally resonant collaboration with Blinkit that sparked national attention and cultural conversation.
The campaign’s centerpiece, the Tinder “Move On” invited people across India to symbolically dispose of relics from past relationships from love letters to T-shirts offering a form of emotional release and personal renewal. The experience, paired with Blinkit’s Singles Mode, distributed 150,000 Tinder Plus vouchers with 75% off, bundling value with vulnerability.
“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.
Read More: Madison Media Alpha wins Media AOR for Zouk Adtomica collaborated on the creative direction for the campaign, facilitating the distribution of vouchers through Blinkit’s Singles Mode. Adtomica was also responsible for designing and implementing in-app creative assets that seamlessly integrated Tinder Plus offers with the platform and drove the massive clicks.
“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," Tinder spokesperson commented.
SPOTLIGHT
At the Storyboard18 DNPA Conclave 2025, Union Minister Ashwini Vaishnaw spotlighted the critical role of traditional media in an evolving digital landscape. He emphasized that such gatherings can aid the govt in formulating more effective policies for a balanced and sustainable media ecosystem.
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From the chiefs of Nestle, Diageo, Colgate, PepsiCo, Zetwerk and CRED to AI visionaries, marketing mavens, top creators, ad legends and leading global agencies' CEOs, the brightest minds converged at the Storyboard18 Global Pioneers Summit for an action-packed day of meaningful dialogues on creativity, commerce and culture.