Here's A Reminder That Love Doesn't Have To Hurt

In a world where modern dating often prioritises superficial connections and fleeting romances, Aisle, a home-grown dating app, is challenging the status quo with its recent campaign titled 'Love Doesn't Have to Hurt.' The campaign sheds light on the consequences of incompatibility within relationships, particularly in India, where 30% of marriage divorces are a result of this.

Unveiling the Reality

The narrative of the campaign unfolds with a powerful visual metaphor and shows the partners of the protagonists destroying things that the protagonists love, symbolising their frustration. The climax of both films captures a moment of tension as the partner finally reaches for the protagonists' most beloved possessions, pushing them to breaking point.

Aisle's campaign serves as a wake-up call, emphasising the need for a shift in the way individuals approach dating and relationships. The accompanying tagline, "Love Doesn't Have to Hurt," becomes a rallying cry for change, urging people to move away from a casual dating culture that promotes quantity over quality of matches and hookups as a necessary step in the search for love.

Slow Dating as the Antidote

What sets Aisle apart is its focus on "Slow Dating," a concept that encourages individuals to prioritise meaningful connections over superficial factors like physical attractiveness and net worth. The campaign delves into the challenges of modern dating, pointing out issues such as validation, stonewalling, and the romanticised notion of 'opposites attract.'

The key message resonates with the idea of intentional dating and urges individuals to invest time in getting to know their potential partners. Aisle's campaign advocates for a deliberate and thoughtful approach to relationships and emphasises the importance of compatibility, communication, and understanding.

Initiating Dialogue and Empowering Choices

As the campaign gains momentum, its broader aim is to initiate a dialogue on the importance of compatibility in relationships. Through thought-provoking visuals, real-world statistics, and a positive message, Aisle strives to empower individuals to make informed choices in their pursuit of lasting and fulfilling relationships.

Aisle's 'Love Doesn't Have to Hurt' campaign is not just a marketing endeavour for a dating app. It is rather a cultural movement challenging the norms of modern romance. Spotlighting the consequences of incompatibility and encouraging Slow Dating, Aisle is paving the way for a more conscious and thoughtful approach towards building relationships. The initiative acts as a catalyst for change in the dating landscape and inspires individuals to reevaluate their priorities and build connections that stand the test of time.

*This article is published in collaboration with Aisle*