Aisle gets real about the fate of casual dating

Watch the films conceptualised by the brand’s in-house team here

Sep 07, 2022 04:29:00 PM | Video | Campaign India Team

Dating app Aisle, has launched a campaign titled 'Dating Horrors’, to shed light on the bad dating experiences that singles often come across. Conceptualised by the brands in-house team, the campaign comprises five films and encourages singles to stop settling for anything that’s not for the long haul. 
Each film showcases the unspoken truth of casual dating experiences, right from being ghosted, receiving unsolicited pictures, being labelled as too much, to misleading profiles and insistent messaging. All the five women in each of the films, speak about the horrible online dating experiences they’ve faced. They all end with the line, ‘screw casual dating apps, let’s get real.’ 
Able Joseph, founder and CEO, Aisle, said, "Over time, casual dating apps have 'gamified' the online dating experience. The culture of casual dating is built around encouraging – and prioritising – swiping over substance and quantity over quality. We wanted to use wit and humour to shed light on these experiences and encourage people to change how they view dating apps. Our philosophy is all about driving meaningful, lasting relationships. We have found that having a focused and 'real' approach to dating decreases the chances of experiencing these casual dating experiences that are often seen as unavoidable.”