Aisle says it”s the real dating app in new campaign, Marketing & Advertising News, ET BrandEquity


Aisle says it’s the real dating app in the new campaign.

Dating platform Aisle has launched a new campaign called “Real Dating App”, which criticizes other dating apps for being too casual and positions Aisle as a more serious and secure dating app. The campaign consists of four commercials. The brand has also changed its name with a new logo and a new slogan. The tagline was changed from “Designed for romance” to “Nothing casual about this dating app”, while the logo was made bolder and more modern.

Produced by Klture Studios, each film examines a problem created by casual dating apps. While one video once again shows a ghost woman, another explains how men on casual dating apps refrain from getting in touch with divorced women. Each of the protagonists is then asked to leave the casual dating apps and join Aisle as this is the real dating app. The videos explore modern dating culture and aim to promote high-intent dating.

The promotional videos, namely “Ghosted, Again”, “DTF, EWW”, “Swipe Detox” and “Divorced, Not Damaged”, will be promoted on Instagram, Facebook, YouTube and Spotify.

Able Joseph, Founder and CEO of Aisle, said: “There are hundreds of casual dating apps on the market, all trying to prevent single people from finding a committed relationship. With this campaign, we want to focus on “real dating” and help Indians understand the difference between casual dating apps and a high-intent dating app like Aisle. With our new identity, we hope to help singles identify the right dating app with the goal of finding a meaningful relationship.”

The multimedia campaign is broadcast live on television, in print, digital and in-store and shows that the capacity of a fan can provide much more than just air circulation. The brand’s creative agency McCann Worldgroup India is behind the ideation of the films…

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