Tinder India has unveiled a playful new chapter in its “Move On” campaign by teaming up with Mumbai-based artisanal brand Indu Ice Cream to create four limited-edition flavors, each designed to help consumers cope with heartbreak through self-care and humor. The initiative blends food, brand activation, and emotional storytelling with Gen Z’s evolving cultural approach to breakups.
Commissioned under Tinder’s ongoing “Move On” umbrella, which has previously included symbolic experiences such as boxing sessions and a themed disposal truck, this latest move focuses on the metaphor of “scooping out” emotional baggage. Aditi Shorewal, Tinder’s Communications Lead for India and Korea, explained: “Each chapter of the Move On campaign is about turning heartbreak into a reset – helping you let go, heal, and move forward.”
Available exclusively in Mumbai via Swiggy and Zomato, the promotion aligns Tinder’s brand messaging – centered on self-worth and emotional reset after a breakup – with a sensory, shareable product.
According to the newsroom post about the campaign, part of its motivation is the fact that Indian Tinder bios have seen mentions of self-care rise by 400% in the past year. As modern dating becomes more about the emotional management and self-soothing steps required to process things like breakups or ghosting, these kinds of promotions may become more effective at drawing in users who would otherwise completely shrug off more conventional, match-focused ad campaigns.
