In 2019, Tinder officially entered the Indonesian market. But in a predominantly conservative society, the term “dating app” often carries unfavorable connotations.
To shift the narrative, we expanded Tinder’s role: from a dating app to a platform for finding your jodoh — for anything. “Cari jodoh apa aja.”
We redefined jodoh beyond soulmates. It could be your thrifting mate, your mobile gaming mate, your parkour mate — even your durian-eating mate.
The campaign invited users to find connection through shared interests, no matter how niche. Because sometimes, the best jodoh isn’t romantic — it’s someone who gets your weird.
