In a major marketing move, Tinder the online dating giant has collaborated with Rhea Chakrobborty’s Chapter 2, launched a limited-edition Holi t-shirt bearing the message “Bura Na Mano Holi Hai, But Consent lena bhi Zaroori Hai,” on Tuesday. This collaboration aims to spark essential conversations on consent, reinforcing respect and safety during Holi and beyond.
With the idea of transforming festival fashion into a platform for social change, the new tee serves as both a style statement and a call to action. The initiative is part of Tinder’s broader Let’s Talk Consent campaign, and is designed to empower individuals with practical insights into establishing boundaries and promoting mutual respect.
Anukool Kumar, Head of Marketing at Tinder India, emphasized that meaningful connections begin with clear, mutual consent. “When users agree to match, that’s when the real spark happens,” he explained, highlighting the idea that respect is as vibrant as the festival colours.
While Tinder’s continuous efforts to ensure that consent remains at the forefront of modern dating dialogues have reached millions of users. Tinder conducted various in person workshops engaged in short films as part of the campaign featuring interactive resources in collaboration with brands like Coursera.
A survey of over 1,000 young adults in major Indian metros revealed that more than 65% were uncertain about asking for or giving consent, a statistic that further fueled Tinder’s comprehensive campaign. Additionally, the launch of free consent courses on platforms like Coursera and the expansion of Tinder’s Dating Safety Guide into multiple languages are steps toward creating a safer and more informed dating ecosystem.
Rhea Chakraborty, founder of Chapter 2, added, “Our t-shirts are a celebration of individuality and change. This collaboration with Tinder encourages us all to enjoy festivities responsibly.” The limited-edition tee is available exclusively on Chapter 2’s official website, marking a significant milestone in promoting a culture of respectful celebration.
