New Delhi: Everyone loves a love story. But when it comes to matters of the heart, every generation comes with its own set of rules of engagement. From courtship to choosing to walk up to the altar – there are a lot of said and unsaid ‘to do’s and ‘don’ts’ that prevail. These are interesting not just from a sociological point of view, but even for couples in this very waltz of love. As with every field of life and work, the pandemic and its aftermath didn’t spare the diverse world of romance. Interestingly, while remaining shut indoors, the last year and a half gave us a chance to re-evaluate our take on love and intimacy. Something new was learned, something old was unlearnt – including the very definition of ‘dates’ and ‘meet-cutes’.
In its first ‘Love Survey 2021’ ITC Engage, India’s leading fragrance brand in collaboration with IPSOS, a global leader in market research, commissioned a study to explore the changing language of love in this New Normal. The study discovers attitudes & behavior of young India towards romance in the new normal. Engage has always celebrated the language of love and the evolving expression of romance.
The qualitative survey through candid questions unravels interesting insights on love, relationships, conversation starters, attraction, virtual v/s real romance, and how these beliefs have changed.