Tinder Wants You to Trash Your Ex — Literally (But Not How You Think!)

Tinder, the popular dating app, takes emotional cleansing to a new level with its latest initiative. No, it’s not asking you to get rid of your ex — just their belongings! Inspired by the age-old self-help ritual of writing down grievances and burning them to release negativity, Tinder brings a fresh, real-world twist with its “Ex-press Disposal Truck.” This creative campaign invites people to physically discard mementos from past relationships, making space for fresh starts and new adventures.

Rolling through the streets of Mumbai, the Ex-press Disposal Truck leads Tinder’s latest “Move On” campaign. The brand says this idea mirrors a big shift in how young India views dating, heartbreak, and healing. Tinder’s campaign rests on real insights. According to a OnePoll survey conducted in India between April and May 2023 among 1,000 singles aged 18-25, a massive 82% now prioritize mental well-being when it comes to relationships. Moreover, 77% state that they refuse to compromise on self-care practices or personal boundaries for anyone — even a romantic partner.

Through this bold and symbolic activation, Tinder encourages users to take control of their emotional health. By throwing away old love letters, gifts, or anything that brings back painful memories, young people reclaim their happiness — and maybe even find a little humor and closure along the way.

Tinder isn’t the only brand tapping into this new wave of self-care rituals. Earlier this year, ITC’s Sunfeast Fantastik! chocolate brand sent its own “Fantastik! Truck” to colleges and popular youth hangouts in Bangalore during Valentine’s week. Their aim? To offer heartbroken students a chance to throw away tokens from toxic relationships, turning heartache into a cathartic — and delicious — moment.

In a world where young people value authenticity, personal growth, and emotional honesty more than ever, campaigns like Tinder’s “Move On” strike a chord. It’s clear that today’s generation no longer sees heartbreak as something to hide or suffer through quietly. Instead, they celebrate letting go — sometimes one discarded keepsake at a time.

Tinder’s fun yet meaningful campaign reminds us all: moving on can be messy, freeing, and even a little mischievous. But most importantly, it’s worth it.