Cannes Lions 2024: OML's 'match-fixing' entry for Tinder with Shubman Gill
As The Cannes Lions Festival of Creativity 2024 draws near, e4m chronicles some of the best campaigns submitted by Indian agencies for the global competition of creativity. Today, we feature Only Much Louder (OML) who have an interesting entry in the form of Project Match-Fixing campaign for Tinder, featuring cricketer Shubman Gill. Conceived to reinforce Tinder as the first name in the modern dating platforms, the campaign enabled one of the users to fulfil her dream of catching the attention of Gill. It all started with a young girl holding up a poster at a cricket match in January 2023 with the words, “Tinder, help me match with Shubman,” in Hindi. It went quite viral on social media with fellow teammate Umesh Yadav also joining in the conversation, posting pictures of billboards exhorting Gill to take a look at the fangirl. The young sportstar finally ended up making a profile on Tinder and uploading a video about it as well. “Tinder is so deeply ingrained as a pop culture brand that for us it was important to not lose its playfulness while amplifying the fan's plea. That's where the idea for the hoarding also came from, with a copy that's as 'cazual' as ‘Shubhman zara idhar toh dekh lo’ and letting that pick up steam online, which is exactly what happened,” said Manav Parekh, SVP and Executive Creative Director, Only Much Louder Entertainment. He further said that the team had a blast working on the campaign which showed in its execution. The execution Fan-made posters displayed during major sporting events often give birth to several memes across social media platforms. The poster at the heart of this campaign had gone viral on Twitter. Within 24 hours, OML gave the photo of the said poster a little nudge via culture hubs and community pages making it go viral enough to be covered by entertainment shows on TV. The second day involved ensuring that Shubhman takes notice of the girl’s request. This was done through billboards along Shubman Gill's next game route and near his hotel. Some of his close friends, team mates and even family members were also roped in for a little nudge-nudge-wink-wink action. This hype was further scaled up by getting some other brands to push the fan's request. Within 72 hours, Shubman joined Tinder, giving the fan girl the opportunity to shoot her shot. “When you have fun creating culture, people have even more fun consuming it, engaging with it and getting invested in it,” said Parekh. THE IMPACT A well timed campaign that took into account India’s fan culture behind Shubman Gill and cricket, it deliberately organized various touch points leading to maximized impact and reach. The campaign gathered attention from across the nation with people applauding Tinder for amplifying the voice of a user. The campaign gathered over 1.8 billion media impressions with a reach of above 100,000,000 on X (previously Twitter) and more than 50,00,000 on Instagram. It also earned the brand over 600 media articles and resulted in ~20% increase in in-app signups. For more updates, be socially connected with us on
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Tags : Shubman Gill Tinder Cannes Lions 2024 Oml