Campaign India Team
Sep 07, 2022

Aisle gets real about the fate of casual dating

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

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.” 
 
 
 
 
 
 
 
 
Source:
Campaign India

Related Articles

Just Published

10 hours ago

Itch you can’t ignore: Sebamed scratches at the truth

Its latest campaign takes a cheeky swipe at anti-dandruff clichés, spotlighting how itch—not just flakes—disrupts everyday moments.

14 hours ago

Not every Cannes Lion roars in real life

Amid Cannes backlash, a creative reckoning unfolds. Famous Innovations’ founder and chief creative officer wonders, where do bold ideas end and brand accountability begin in awards season?

16 hours ago

Cannes Lions tightens reins as AI blurs boundaries

After revoked wins and synthetic scandals, Cannes Lions introduces new integrity rules to verify claims and rein in AI misuse.

17 hours ago

Cultural ‘Tadka’ drives India’s most effective ads ...

Kantar’s Creative Effectiveness Awards show that when brands serve emotion with local flavour, consumers don’t just notice—they respond.