Tinder, the online dating application is releasing a new campaign on social media, titled “Emotional Baggage Disposal Unit,” that is causing quite a stir and a few tears. The campaign asks users to actually dispose of objects associated with past relationships, allowing a person to actually throw away fake dreams and feelings of lost hope.
In a creative twist, Tinder has taken a garbage truck and made it into a mobile therapy session that is boldly branded and a simple message: leave the past behind. As the truck drives through various metropolitan areas, it is asking people to throw away things tied to their ex-significant others- it could be gifts, letters, hoodies, or anything else.
The campaign has been impactful, after I spotted the campaign on Instagram and other platforms. A great post showing images of the experience was done by @officialsocialsamosa with the caption; “Tinder turned a garbage truck into an Emotional Baggage Unit to help people get rid of cold memories and broken promises,”.
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The internet could not get enough of this strange idea, with amused and amazed users commenting in droves. “Woahhhh. This is a LIT extension, whaaaaatttttt a creative mind!!!!” exclaimed one excited user.
Another added, with some classic desi sarcasm: “Dil se kaise nikaloge par.” Someone jokingly said, “Ek chakkar Gurgaon ka toh nahi kar lo kachre waale bhaiya,” referring to their time spent on their local experience. Someone also expressed, “Mere paas toh kuch fekne k lie bhi nahi hai, saale ne kuch diya nahi.” Ouch.
With heartbreak frequently becoming only unread messages or silent unfollows, it can be liberating to actually be disposing of material things in the real world, as there is a sensory and public element to getting rid of tangible things. It’s weird. It’s cathartic. And it is undoubtedly resonating with a generation clamoring for healing, for humor, and maybe, a little revenge-all inside a popping branded truck.
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