Elevn, a dating app where women invite, endorse, and approve men, has released a new campaign featuring co-founder Karan Johar at the centre of the narrative. The campaign, scripted and produced by independent agency ZeroFifty Mediaworks, takes a humorous approach to what happens when women take the lead in contemporary romance.
Elevn Community, founded by Karan Johar, Raghav Chaturvedi, and Ramya Chaturvedi, was launched earlier this year with the aim of supporting safe, meaningful, and intentional relationships in today’s digital dating landscape. The latest campaign features Karan Johar in a playful reversal of traditional dating dynamics.
Elevn operates differently from typical dating apps. Men cannot engage on the app until invited or approved by a woman, creating a curated and controlled community. The platform uses AI to assist in profile creation and compatibility-based matching. It also hosts experiences in cities including Mumbai, Delhi NCR, Bangalore, Pune, and Hyderabad, designed to encourage respectful conversations and connections. Karan Johar’s narrative style frames this approach in a cinematic and engaging format.
“My movies are larger than life but I’m also a hopeless romantic at heart who believes that behind all that rosy picture, love must be safe and secure and love must feel like home. Being single can be frustrating and dating in the present is very overwhelming and cacophonous, but the atmosphere shifts when women take centre stage. Elevn is a platform where women drive the narrative, and I am glad to be part of something that feels like a cultural shift," said Karan Johar, Co-Founder of Elevn.
"Dating shouldn’t feel like a battlefield - it should unfold like a story you’re excited to talk about. With Elevn, every woman is the writer of her own journey, empowered to choose who enters her world, who stays and who exits. Because when you’re in control of your narrative, finding connections becomes truly extraordinary," said Ramya Chaturvedi, Co-Founder of Elevn.
“The campaign is a fun take on a wider cultural change. Online dating is usually a chaotic and tiresome experience, but Elevn flips the experience on its head by placing the woman at the forefront”, added Co-Founder Raghav Chaturvedi.
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