This Durga Puja season, Tinder has brought its signature wit to Guwahati, Assam, with a creative OOH campaign designed to connect with young audiences.
Executed by MyHoardings, the campaign blends festive rituals with modern dating conversations, turning bus shelters and high-impact hoardings into playful reminders of connection.
One of the standout creatives asks: “Bhaiti, still hopping pandals with ‘just friends’?”—a line that immediately resonates with Assamese youth navigating friendships and relationships during Puja nights.
By tying into the ritual of pandal-hopping, Tinder places itself in the center of Guwahati’s festive energy.
📍 Location Strategy: Hoardings + Bus Shelters Across the City
The campaign has been rolled out across a strategic mix of outdoor formats:
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Premium hoardings on arterial roads and festive corridors, ensuring mass visibility during pandal-hopping.
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Bus shelter ads in high-footfall areas, guaranteeing repeated daily exposure for commuters, students, and professionals.
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Proximity to festive hotspots – Locations were chosen to align with Durga Puja celebrations, retail areas, and market zones.
By covering both large-scale visibility (hoardings) and frequent touchpoints (bus shelters), the campaign achieves both impact and frequency.
🎨 Creative Execution: Cheeky and Minimalist
Tinder’s campaign remains true to its bold and minimal identity:
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Bright pink backdrops ensure strong recall from a distance.
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Conversational copywriting – Cheeky lines like the pandal-hopping reference are playful, local, and relatable.
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Logo-first design keeps branding unmistakable even in busy streets.
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Bus shelter integration ensures the humor is experienced not just in traffic but also during everyday waits.
This makes the campaign both eye-catching on hoardings and memorable at ground-level bus shelters.
🎯 Campaign Objectives
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Engage Guwahati’s youth during Assam’s biggest cultural celebration.
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Integrate Tinder into Puja conversations by localizing the brand’s humor.
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Use OOH formats to spark offline and online conversations.
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Strengthen Tinder’s identity as a culturally tuned, youth-first brand.
📊 Impact Potential
The Guwahati Durga Puja campaign executed by MyHoardings carries strong impact potential:
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Festival visibility – With Durga Puja attracting lakhs of pandal-hoppers, the placements guarantee impressions.
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Cultural relevance – By connecting to pandal-hopping, the campaign feels less like an ad and more like shared humor.
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Youth resonance – Students and professionals form Tinder’s core audience, strongly represented in Guwahati.
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Extended conversations – The witty tone ensures the campaign lives on via social media shares and memes.
This strategy makes Tinder part of the cultural fabric of Puja celebrations in Assam.
🧠 Industry Perspective: Why This Campaign Stands Out
The Tinder Durga Puja campaign in Guwahati demonstrates how international brands can adapt to regional cultural nuances while staying true to their global identity.
✅ Executed by MyHoardings with a smart format mix – Bus shelters and hoardings create layered impact.
✅ Local cultural hook – Pandal-hopping humor ensures relatability.
✅ Minimalist execution – Clean designs allow for easy readability outdoors.
✅ Festive timing – Durga Puja guarantees visibility and emotional resonance.
This balance of cultural relevance + media planning ensures the campaign feels authentic, not intrusive.
🏁 Conclusion: Tinder Finds Its Festive Voice in Assam
By choosing Guwahati’s Durga Puja celebrations as the backdrop and executing the campaign on hoardings and bus shelters with MyHoardings, Tinder has created more than just outdoor advertising—it has created cultural participation.
The cheeky copy and bold colors ensure visibility, while the context ensures relatability. The campaign becomes part of Assam’s festive banter, reminding young audiences that Tinder is not just about swipes—it’s about shared jokes, connections, and conversations.
In Guwahati, this Durga Puja campaign ensures Tinder’s voice is seen, heard, and remembered.