Applications
Vodafone launches marketing campaign for app featuring ZooZoos
MUMBAI: The popular army of mini ZooZoos, Zumi Army, is back to help customers discover the world of Vodafone with the MyVodafone App.
Vodafone launched the app, which hcan be accessed by customers as per their convenience 24X7, free of any internet charges (in India). The app provides a personalised experience to postpaid and prepaid customers as well as non-Vodafone customers.
Vodafone India retail and digital national head Kavita Nair said, “Customers are gaining comfort with apps and are using them to shop, subscribe to services and access news/information. Keeping these evolving needs of customers in mind, the MyVodafone App is designed to provide them at their fingertips, a personalised interface of everything that is Vodafone. From accessing their services to managing their accounts or transacting or even getting their problems resolved, the app is a manifestation of Vodafone, on the smartphone.”
An energetic and spirited television campaign, supported by presence on social media, prominent and a series of on-ground activations will communicate the app’s various features and benefits.
Speaking about the theme of this marketing campaign, Vodafone India brand communication and insight national head Siddharth Banerjee added, “The new MyVodafone app campaign aims at citing feature-led benefits of adopting and using the app, thereby driving home the key point that one can avail of Vodafone services, now on one’s phone. Accordingly a 360 campaign has been designed that clearly establishes MyVodafone App as a one-stop shop for all Vodafone related services. The much loved Zumi army will engage with customers through different mediums, showcasing key features of the all new MyVodafone App.”
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
