OVERVIEW

As director, producer, and editor for Vinita, a South Asian dating app, I created an origin commercial that bridged traditional matchmaking with modern technology. The concept centered around “Aunt Vinita,” the app’s namesake and a traditional matchmaker whose role the app now fulfills. After extensive research into Indian cultural nuances and close collaboration with the CEO to understand the company’s vision, I developed a script, auditioned actors, secured locations, and managed all pre-production elements to bring this cultural story to life.

challenges & approach

The project presented two significant challenges: authentically capturing Indian cultural humor and addressing pacing issues in the initial cut. The first draft felt more like a short film than a commercial, requiring substantial restructuring. I implemented a creative solution by introducing a voiceover narration from the protagonist, Simran, who navigates the modern dating scene after experiencing Aunt Vinita’s comically unsuccessful matchmaking attempts. This narrative framework, combined with app-inspired transition effects mimicking the swiping motion, dramatically improved pacing while maintaining the story’s cultural integrity and humor.

the result

The commercial achieved exceptional results, significantly boosting app downloads and engagement metrics. The content performed exceptionally well on Vinita’s Instagram page, garnering over 700K views and strong audience engagement. The humorous portrayal of the transition from traditional matchmaking to digital solutions resonated deeply with the target demographic, who related to the cultural experiences depicted. The clients expressed high satisfaction with the final product, which successfully balanced cultural authenticity, comedic timing, and effective brand messaging.