Love under the rainbow

What's love? Isn't it the strongest of all the emotions that we have faced!!! The emotion that makes all the butterflies flutter around in the stomach, letting our lips twitch into a beautiful smile taking us to a lane of memories of flowers, chocolates, and childhood crush. Love is like a rollercoaster ride which has the peak of a kiss or touch and the bottom of a heartbreak.

February the month of love is a beautiful way to celebrate with your Valentine. We all know we celebrate it in honor of Saint Valentine. But do we know the real history behind this day?

The real story is shrouded in mystery and is of martyrdom. The Catholic Church recognizes at least three Saint Valentines, all three have their different stories, but they have one thing in common. All three were martyrs.

The Three Legends.

The first story goes that Saint Valentines was a priest of third-century Rome. One day the ruler of Rome Claudius II issued a decree that outlawed the marriage of young men. He did that under the conjecture that men who did not have any wives or family fought better in wars. Saint Valentine protested against this injustice and secretly performed marriages of young lovers. For this crime, he was sentenced to death by Claudius II.

The second story is the same but it said that protagonist of the story is Saint Valentines of Terni, who was beheaded by Claudius II outside of Rome and his remains were taken to his tomb in Terni.

The third story is that of Saint Valentine helping Christians escape the harsh Roman prisons, where they were tortured for their religious beliefs. The saint himself was imprisoned in one of these prisons for his crimes. While in prison he fell in love with the jailor’s daughter, and before he faced his execution, he sent a love letter to her which was signed ‘from your Valentine’. This was how he conveyed his feeling to his love and made his last words immortal.

“Love him and let him love you. Do you think anything else under heaven really matters?” - James Baldwin

Valentine's Day is all about celebrating love and love never asked for anyone's gender. So who are we to ask and discriminate love. Love is like the swiping wind that blows past your face and relieves you on a warm evening. Growing up in India we have heard that same-sex is a ‘west world’ disease at least once. But the reality is different. Homosexuality is just a part of humanity. It was there in the beginning and it will be there in the end.

In Khajuraho cave, you can find images of either women or men depicting having homosexual relationships. Famous rulers like Alexander the Great or Julius Caesar was rumored to be homosexual. For centuries homosexuality has been considered to be a sin or crime around the world, but with the progress of science, everyone is realizing that it is as normal as anything.

In a step towards the right path in India, the Supreme Court has decriminalized homosexuality. People are now able to come out of the closet after a long history of suppression. But it’s a law. The centuries-old social norms that the LGBTQ community was a victim of will take years and decades… if not generations, to rectify.

LGBT in the 21st century and how marketers are using the cause

Ariana Grande’s song “Thank U, Next” perfectly defined how dating life has evolved for the LGBTQ community after the introduction of dating apps like Tinder, Bumble, etc. These dating apps allowed the community to come out of the closet and explore the world. Now they have a chance to find their partner even if they are miles away. Moreover, these apps are secured so if anyone wants to hide their real identity and still wants to be a user of the app.

  • In June 2019, in honor of LGBTQ Pride month, Tinder introduced an update that will allow users to detail their sexual orientation for the first time.

“You can choose to see people of your same orientation first – the choice is yours,” Tinder said in a statement, noting that the app aims to evolve and change “just like sexuality”. Now users can opt for any one of the three options that include straight, gay, queer, asexual, bisexual, and demisexual. Previously, users could only choose between men, women, or both. This was again a revolutionary step. "We want all of our users to feel empowered expressing who they are while connecting with new people -- and we're always working to make that easier for our users on Tinder," said Tinder CEO Elie Seid in a statement.

  • Grindr is again one of the most famous dating apps for the LGBTQ community. Grindr is very famous among LGBT because it was formed as a dating app for homosexuals only.

According to research, gay people all over the world used Grindr for once in their lifetime. Grindr was launched in 2009 and by 2017 Grindr had over 27 million members with on average 3.6 million men using the app every day.

  • Either for love or lust, Bumble is again one of the trending dating apps among the youth of every sexuality. Bumble women or men can send dating invitations to their potential matches. Bumble is the first women-networking and dating app. The hashtag #BumblePride always tends to be in the trend.

Not only dating sites famous Youtubers like Dylan Geick broke the stereotype and came out as a proud gay and post his coming out story as a vlog on YouTube which hit millions of views.

put the link of youtube

These dating apps experiencing hundreds of love stories every day.


When it comes to finding love and date someone, GenY and GenZ surely trust dating apps. Love has always been boundaryless and couldn’t be abided by the differentiation of genders. February is the month of love- a time for Valentine’s Day and remembering love- emphasizing the importance of love in our life. So, when we talk about love and dating apps then what can be best than the game-changer Tinder.

Tinder India was launched and believed in inclusivity, acceptance, and individuality, and in the year 2018, it started giving its users the ability to add information about their gender outside the binary. Users had the opportunity on the platform to identify as any gender that they believe represents them most authentically.

2020 has been a unique and crazy year of its own. Lockdown, social distancing, and fear of getting Covid locked all of us inside our home but as say love finds its way, this time to find their love #inourownway. The recent campaign by Tinder showcases the new essence of dating, connection serendipity, and chemistry in this new normal through their first digital montage film.

The music album is a collage of beautiful moments shared by their tinder community. They have beautifully portrayed how today’s young generation has defied all the odds and continue to believe in love.

The music video explores what dating and being a tease resemble today–from making an ordinary outside hopscotch date noteworthy, ad-libbing the absence of a public pool, putting forth the attempt for a virtual dance party a lot, to traverse the city on cycles. The film features the good faith of these minutes; the startling delights and the possibility of plausibility amid social distancing.

This campaign is the continuation of their earlier campaign; #SwipeStories where they amazingly weaved the story of two girls meeting virtually and falling in love with each other and blooming in love amidst this pandemic.

Let’s see few moments also before this new normal.

Tinder, introduces The Museum of Queer Swipe Stories in partnership with Gyasi Family, to showcase LGBTQIA+ Swipe Stories. The Museum of Queer Swipe Stories, launched early this year, is a curated archival project that seeks to collect the many moods, experiences, and complexities of queer dating. Experiences you’ll always remember.

To celebrate the pride month Tinder, collaborate with indie artist Ritviz for a video on the song Raahi under the #PridefromHome tagline.


Grindr is a location-based dating app for the LGBTQ community. This is most popular among the LGBTQ community.

With the Indian court verdict of decriminalizing adultery and consensual same-sex relations, niche apps like Grindr started to grow in the Indian market.

USA, Brazil, Mexico, India, and UK are the top 5 five countries having the highest number of users.

In India, there are 4.5 million daily users of Grindr.

Although they are an application at the end, and their organic environment is social media in its most raw form. So social media has also been a way to obtain more followers. Beyond this strategy, Grindr is a business and they not only make money from the subscription fees people have to pay. You can download and use the app for free but they have a paid version where you have access to more features that allow you to interact in a better way with those you chat with or use different tools in the app that allow you to have a better experience. Their other revenue comes from advertising. They are a business tool that helps you to promote your services or products. so Grindr is a marketing tool for others. According to Adweek Grindr is only making 25% of their revenue from advertising, the rest comes from their advertising-free paid app.

During the pride festival 2015 in Toronto, Grindr was offering Madonna tickets. It is well known that public figures like Lady Gaga or Madonna are icons of the gay culture. Promoting sales of those tickets will not only capture customers, these customers will also encourage others to buy tickets and may share the information on social media which will create a big communication chain that will benefit everyone.

Advertisement via film

In the February 2019 American romantic comedy film 'What Men Want' directed by Adam Shankman, actress Taraji P. Henson plays a character who accidentally gains the psychic power to hear men's inner thoughts. Working as the only woman at an otherwise all-male sports marketing company, she especially wields her new power to help advance her career. In one scene, one of her stereotypical "manly man" coworkers debates whether to join Tinder or Grindr.

Advertisement via music

On January 24, 2020, Eminem took the social media #DollyPartonChallenge and shared a semi-nude picture of himself as his Grindr profile photo. Heterosexual takers of the challenge customarily shared their Tinder profile photo.

Bumble- Dating app + AYA

Bumble is yet another dating app that believes that people must be able to love and date freely, regardless of their gender and sexual orientation. It was one of the initial applications that announced its new merged Pride, the Black Lives Matter initiative in June 2020.

Bumble is a women-focused dating app, that now aims at supporting communities of Pride and Racial Justice. Back in May 2020, Bumble, through its Instagram page, posted “We have work to do. We are listening”, to declare making donations for addressing unconscious bias and racism.

Another post by Bumble includes “At Bumble, our job is to ensure that our community—no matter their sexual orientation or gender identity—can love freely and safely,”

An Indian example that supports LGBT communities, to help find and celebrate their love is AYA- As You Are, founded by two Indian women named Sunali Aggarwal and Aditi Gupta. The app is specifically designed for the Indian LGBTQ+ community and provides a “no-pressure zone” and safe space for the users to keep their identities confidential and make connections all at the same time. They can also choose to remain anonymous till the time one would like and are not mandated to provide photos on the platform.

All such apps are making it easier for one to find their love-partner, regardless of their orientation, or color and emphasizing one basic idea:

All of us are love-worthy and brands orienting their whole process around it is NOTEWORTHY !!!


By Aditya Verma, Shagun Kshitij, Samrat Ganguly.