Tinder is looking for parental approval in the land of the Kamasutra

Photo credit:BollywoodBubble.

When in India, even Tinder goes Indian.

The app, known for popularizing hook ups and dating among singles around the world has just launched a new ad targeted specially at the Indian audience – and it is jonesing for parental approval through it.

In the app, a young woman is getting ready to go out. Her encouraging mom sees the Tinder notifications flashing across her daughter’s phone’s home screen – and she goes on to give her daughter the “right swipe” of approval.

https://www.youtube.com/watch?v=IGL8DTE_zO0&feature=youtu.be

“The people we meet and the connections we forge change our lives. Tinder is how everyone today meets new, like-minded people around them – people who become friends, lovers, mentors, acquaintances, partners, movie-buddies or soulmates. #SwipeRight to a world of possibilities,” the company said on its Facebook page.

A company spokesperson did not immediately respond to an email asking if the dating app is changing its business model to look more at marriages (because, where else would you expect parental approval to lead?) in the country.

Bold users (read, those that were OK accepting they were on Tinder) reacted in myriad, mostly non-happy ways.

I want the next Tinder India ad to be of the mom reading the messages.

— Shilpa Rathnam (@shilparathnam) May 9, 2016

Oh, lord, this Tinder ad for India took a Bharat Matrimony route instead.
Where did you lose the plot, guys?https://t.co/17vOFe9vl0

Hook the parents