In an era where the attention spans of users are quicker than an Instagram reel, it shouldn’t come as a surprise that the strategies adopted by dating apps such as Bumble or Tinder are fast sneaking their way into PR campaigns of popular brands. Swipe-based psychology, built on instant gratification and emotional storytelling, is changing the way Indian brands communicate with their users.
But can Indian brands truly master the dating app playbook in public relations?
Let’s break it down – one swipe at a time.
Left Swipe: Traditional PR Approaches Are Outdated
For decades, Indian brands relied on long-form press releases, templated advertorials, and “one-message-fits-all” approaches. But Gen Z and millennials don’t just want to be talked to; they want to be part of the conversation.
That’s where the dating app playbook becomes relevant.
Tinder, for example, doesn’t just sell love; it sells personal relevance, and instant connection. Every swipe is a micro-decision, and every match is an engagement point. Indian PR campaigns are slowly but surely adapting this same logic.
Right Swipe: Personalisation is the New Press Release
In 2025, Zomato started its “Find a Foodie match” feature, turning the food-ordering process into a ‘dating’ experience. This approach, which encouraged users to “swipe to try” the suggestions, cleverly borrowed language and interaction styles typical of dating apps.
Social Media users soon joined in on the fun. Some humorously spoke about “breaking up with butter chicken,” while others celebrated newfound “relationships” with momos. This wasn’t just a playful marketing stunt—it represented a calculated campaign rooted in behavioural psychology, effectively mirroring the tactics that make dating apps so engaging.
Gamification: The Thrill of the Swipe
Another strategy that has found favor among Indian brands is gamification. This method, which leverages the inherent thrill associated with swiping and matching, works by triggering instant emotional responses similar to those experienced on a dating app. For instance, during the IPL season in early 2024, a prominent food delivery service launched the “Swiggy Sixes” contest. During matches, users could secure discounts of up to 66% on their orders whenever a six was scored. By restricting these offers to brief windows after the six was hit, the campaign recreated the urgency and excitement of a swipe, nudging users towards a faster decision.
Right Swipe: Emotional Micro-Moments
Tinder thrives on micro-moments—those split-second choices that evoke curiosity or excitement. Smart PR professionals are designing campaigns that do the same.
In 2024, Tanishq subtly dropped a 20-second spot showing a same-gender couple celebrating an anniversary. It wasn’t loud, it wasn’t even boosted via traditional PR—it just existed, waiting to be discovered. But the internet picked it up, showered it with love, and the brand found itself trending for “representation without tokenism.”
Getting Left-Swiped: Brands That Missed the Mark
Of course, not everyone is playing this game right. Some brands use the dating metaphor purely as clickbait. In February 2024, a local fashion brand ran a Valentine’s Day PR campaign titled “Love at First Sight,” using lines like “Swipe into our store.” It failed to connect and was quickly called out for forced brand linkage.
Dating app-inspired PR works only when it respects context and audience intelligence. Just adding hearts and swipe icons doesn’t cut it anymore.
Conclusion: Not Just Flirting—It’s About Relationship-Building
The real takeaway for Indian brands? The dating app playbook isn’t about gimmicks. It’s about building personal relationships with the audience.
By leveraging emotional cues, simplifying decisions, and encouraging user-driven engagement, Indian brands can make their PR more like a dating app experience: surprising, memorable, and addictive.
So yes—Indian brands can master the dating app playbook. But only if they realise it’s less about swiping for sales, and more about creating a match with the consumer’s mind and heart.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Before joining Veranda Learning Solutions, Prasad held senior positions at esteemed organizations such as Times of India, CyberMedia, and Deccan Chronicle. His extensive background in the media industry has equipped him with a profound understanding of various facets, contributing to his effectiveness in shaping and executing strategic communication initiatives.
Prasad's strategic approach to communication has played a pivotal role in enhancing the visibility and reputation of the organizations he has been associated with. His proven track record in managing communications for listed enterprises and leading media outlets underscores his expertise in navigating the dynamic landscape of the education sector.
At Veranda Learning Solutions, Prasad continues to bring his wealth of experience and insights to drive impactful communication strategies, further solidifying the company's position as a key player in the education space.
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