ITC Engage in its First Love Survey 2021 Explores the Changing Language of Love

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News Desk, News Nation 360 :  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 them a chance to re-evaluate the take on love and intimacy. Something new was learnt, 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 & behaviour of young India towards romance in the new normal. Engage has always celebrated the language of love and the evolving expression of romance. The key findings

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are as follows : Young individuals and their idea of love and romance, New Rules of Virtual engagement, Impact of Lockdown on Relationships, Virtual vs Real Life, Real Life romance win over Virtual Romance, Romance pre and during COVID-19 and Impact of Lockdown. Romance in this new normal has witnessed a significant shift but love as an emotion continues to seek ways to nurture and deepen a bond. Virtual romance in the digital age has its pros and cons. There is a continuous need to explore ways to keep the spark alive. Be it organising fun virtual dates, enjoying a movie marathon or a sudden virtual surprise, it is imperative to keep the connection as real as possible. However, holding hands & walking in the rain, sharing sweet nothings in person, will always have a special place.

Pic : Courtesy

Report : Anustup Kundu