Gleeden
Brand Objective
In a world where social structures change faster than relationships can evolve, Gleeden, the largest extramarital dating app created by women, for women, has created a new space for people in India. The brand quickly identified its purpose as something more than a service. It saw itself as a disruptor, a challenger of the way Indian culture treats marriage, fidelity, and mental health. With a bold and empathetic premise, Gleeden created a private, secure, judgment-free environment for men and women to explore emotional and romantic relationships outside of marriage in a way that doesn't feel like cheating. While Gleeden is a brand with intentions for all people, at its core, it was and is a brand for women. Gleeden's foundation is the one promise of freedom of choice, on your own terms. It is a home and haven for women to safely explore parts of themselves that are otherwise hidden underneath the weight of social obligation. But Gleeden doesn't only serve the individual; it aims to shift culture. It is actively working to promote conversations around the stigma and cultural taboos that prevent people from (impacted society or) seeking their own authentic happiness. And as the brand continues to grow, it is beginning to show regional impact beyond just India's metro cities; the brand is making waves more and more in Tier-2 and Tier-3 cities as it seeks to prove that emotional fulfillment and agency cannot be contained by geography.
Strategic Approach
Gleeden employed a multi-faceted plan of action that specifically revolved around media ambassadorship and discovering the power of personal narratives and data. First, Gleeden set one of India’s largest surveys on infidelity in motion, and then they announced the survey through a press conference in New Delhi. This was colossal in setting authentic dialogue across the country. They supplemented the press conference announcement with podcasts, trials with reporters and journalists, and editorial deals with stories in The Times of India, Mid-Day, and Business Insider, to name a few. This engagement allowed Gleeden to change how the media reported on the subject while still being aware of contextual footprints.
Media Engagement
There were two campaigns run by Gleeden, the #SecretDiaries campaign and the #SecretConnections campaign. These two campaigns formed the spinal cord of Gleeden's content. #SecretDiaries focused on experience, and #SecretConnections focused on emotional stories/impact. During Gleeden campaigns, users told their stories on platforms like Times Now and Nikkei Asia. With the focus on users from both Tier-1 and Tier-2 cities, and content in multiple languages, the brand attracted 600+ media stories (from publications like, Times of India, Moneycontrol, Financial Express, Business Today, ABP etc) and expanded their reach to a mix of different audiences. More than 100 journalists had access to the app, which was positive for ensuring that journalists could document their stories from an experience-based perspective.
Impact on the Media
Not only did the campaigns receive an impressive 95% media reach, with much of the coverage being positive despite the controversial nature of the brand, but it also managed to establish Gleeden as a brand voice in the conversation around modern relationships, emotional needs, and women's agency. With this, the stories in the media touched on aspects such as swinging, infidelity during the honeymoon phase, and shifting the meaning of monogamy—matters that may have previously been taboo.
Growth and Impact
Gleeden's India user base grew 383% to over 3 million users, with subscriber growth up 450%. The growth meant that Gleeden has made significant inroads into 500+ Tier 2 and 3 cities like Indore, Guwahati, Patna, and Kochi. Perhaps more remarkably, what started as a niche in dating has transitioned to a cultural disruptor challenging the status quo of dating norms and economically empowering users, especially women, nationwide.
Media Stories:
Through bold storytelling, and savvy PR, Gleeden was able to turn the stigma of society into a discussion and controversy into credibility. Its growth in India illustrates how even taboo platforms can thrive with the right conversations and tone, and that Gleeden is just more of a dating app- it is a movement that is reshaping what emotional satisfaction means in the current landscape of relationships in India.
