Director duo Raj & DK's upcoming film 'Happy Ending' which stars Saif Ali Khan, Ileana D'cruz, Govinda, Kalki Koechlin and Ranvir Shorey is set to release on 21st November. The digital campaign for this film has gone beyond the traditional social media of Facebook & Twitter and has explored the popular dating app Tinder.

Three days prior to the movie release it was announced via social media that the lead pair of the film, Yudi and Aanchal (Saif and Ileana), have joined Tinder. Post the announcement a lot of people matched' their profiles on Tinder and started having a conversation with the characters. The activity quickly picked up and in less than an hour both their Tinder profiles had over 100 matches. On Twitter many users started tweeting their fun conversations with Yudi & Aanchal where the characters asked them to meet them on 21st November hence popularizing the release date.

Commenting on the execution of the campaign, Mehak Sabat - Group Head: Entertainment Strategy - The Glitch, said: "Look around and you will find the youth is on Facebook, Twitter, Instagram AND Tinder. If social media platforms are evolving, so should our movie promotion campaigns. With Happy Ending, we are the first to tap the potential of Tinder. We have gained immense traction on the app ever since we have launched this activity, and users are not only reacting to the novelty of the campaign but also relating with the movie protagonists."

"A small research in our circle helped us find out that Tinder is full of commitment-phobic people! Young boys and girls just looking to spend some fun time together not really caring about Where is this relationship going?' and knowing our characters as from Happy Ending Yudi & Aanchal, we were sure they would definitely be the first ones to sign up on Tinder. What better way to get the boys to fall in awe of Aanchal and the girls to fall for Yudi?", Marketing Team of Eros International said about the activity.

Pegged as a Rom-Com about Rom-Coms', Happy Ending is a story about two writers Yudi and Aanchal who are both commitment phobes, and their journey towards a Happy Ending.

'Happy Ending' releases in theatres this Friday.

Watch 'Happy Ending' Trailer