Tinder and Sprite have launched ‘Truth and Spice’, a new campaign that pairs candid conversations about dating and relationships with spicy food challenges. The Tinder and Sprite collaboration also features a limited-edition co-branded can used during the episodes.
The limited-edition co-branded can is central to the format, guiding the celebrity pairings through relationship questions and spicy food challenges. The series uses food as a way to spark conversations about dating, chemistry, and how well the participants know each other.
The series features two celebrity pairings: Indian cricketer Arshdeep Singh and actor-model Samreen Kaur, known for her appearance in 83, followed by Lock Upp winner Shreya Kalra and MTV Splitsvilla 14 participant Rishabh Jaiswal.
The first episode, featuring Arshdeep Singh and Samreen Kaur, explores their views on love and relationships through a mix of personal questions and playful exchanges. Arshdeep shares his belief that ‘love can be at the first sight, first date, first meeting’ and discusses how relationships evolve through both “good days” and “bad days.” He also uses a Punjabi pick-up line, ‘Kithe chale gobi da phool banke?’, during the interaction.
The episode also features Tinder Passport, with Samreen choosing Italy as her preferred destination for a future date. As the food challenges continue, Arshdeep remarks, ‘I am handling spice,’ adding to the episode’s mix of relationship talk and banter.
In the second episode, Shreya Kalra and Rishabh Jaiswal take on the questions and spicy challenges, testing how well they understand each other. Shreya shares her views on modern dating, saying, ‘Just like Tinder said, dating is very cool, dating is very fun,’ before encouraging singles to ‘date kariye, khul ke date kariye.’
Anukool Kumar, Senior Director and Regional Head – India and Middle East, Match Group, said, “Dating is ultimately about connection, but the way people experience and talk about relationships continues to evolve. This collaboration with Sprite gives us a playful way to explore that space through Truth and Spice, bringing together candid conversations, celebrity chemistry and the kind of unexpected moments that make dating conversations fun.”
He further added, “The idea of pairing spicy food with spicy relationships felt like a natural fit for both brands, and we’re excited to bring that energy to life.”
Sumeli Chatterjee, Category Head, Sparkling Flavours, Coca-Cola India and Southwest Asia, said, “When two brands like Sprite and Tinder come together around a shared cultural insight, the result should be more than a collaboration.”
She added, “This distinctive association brings together two bold brand personalities to celebrate the connection between spicy food and spicy relationships. Featured prominently in Truth & Spice, the partnership comes to life through content that feels fresh, unexpected and relevant to young audiences.”
