I was researching dating apps in India and stumbled upon videos created by some of the big players in the space – this was a combination of testimonials from real success stories and other promotional content. As I watched most of the videos on a particular youtube channel – I found a huge disconnect between the real people who’d found success on this app and the actors from the promotional videos who were portraying potential users of the app. The most apparent difference was that these two sets of people were conversing in different languages – the real people in English and actors in Hindi.
Fortunately or unfortunately, for having learnt English for more number of years than any other language (Kannada/ Telugu/ Hindi/ Sanskrit/ Japanese/ Spanish), and for also having grown up in a house where the mother tongue was Telugu but the spoken word was Kannada, my preferred language of communication is English. Given that I am a native English speaker, it was easy for me to not relate to the app but I wondered if you would relate better as a native Hindi speaker? The real people from the testimonials all had “hindi speaking” surnames, so why were they all speaking in English? Do we prefer to speak in English when we talk about love/ dating?
In order to test my hypothesis, I quickly re-watched a few Hindi movies that popped up on top of my netflix page – Raja Hindustani, Jab we Met and Kabhie Haan, Kabhie Na. Barring the last one (given that this was based in Goa, where people do speak English quite commonly!), the other two are classic hindi heavy movies. In both movies, the first words/ conversation between the actors is in English, especially when they recognise the other person as a potential interest. Maybe we prefer to date in English?
This is not surprising, given that dating has not been a part of our culture atleast for the last 200 years, and it has come around as a result of western influence. Thanks to penetration of western television, and Titanic, we like to now “date” in India, and date in English. If someone texted me on Tinder and said, “Hai wanna hav sex?”, I’d still prefer that to someone saying “oye chodhna hai?” or “yenema keyonva?”, despite the spelling mistakes (Yes!), because we like to date in English. The countless hindi movies in the 90s, early 2000s that had the hero pull off some English stunt with the heroine when he was hitting on her, have made it cool to date in English in India.
Now, if we like to date in English, why are these apps making ads in Hindi? Do they even get their customers? For all the apps that are stagnating at less than a million unique users in India, remember that we date in English – whether we are from Bangalore or Bhatinda.