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Recharge Tata Sky connections through Yes Bank ATM
MUMBAI: Recharging your Tata Sky connection couldn’t get easier. The direct-to-home service provider and Yes Bank have come together to provide its respective customers an easy medium to recharge the DTH connection. The Yes Bank customers can simply walk into any Yes Bank ATM to recharge their Tata Sky account.
“The purpose is to make recharging of Tata Sky connections easier for customers,” says Tata Sky CEO Harit Nagpal. The ATM recharge method is the newest addition to Tata Sky’s already existing options of recharging through retailers, debit/credit cards, call center, mobile app, WAP and SMS recharge. “We have taken a step towards making recharges available to customers in a convenient way,” adds Nagpal.
Yes Bank is the first of the lot from the banks that Tata Sky has approached for activating this facility. “We are in touch with many other banks. There will be many more such activations that will take place in the time to come. Yes Bank is a start,” says he.
Commenting on the tie up with Yes Bank, Tata Sky chief commercial officer Vikram Mehra says, “We are proud to be associated with Yes Bank, known for its customer service centricity for this offering. Tata Sky has constantly endeavored to customise its bouquet of product and services for its evolving subscriber base. With the advancement of technology; the option of instant ATM based recharge facility will help reach out to subscribers spread across the country. Using the wide spread network of the bank along with other touch points, Tata Sky looks forward to increasing convenient modes of payments in the future.”
Yes Bank with its 1100+ ATMs pan India is hoping to better its services with this addition. “This is a result of our ever endearing efforts to offer superlative ‘consumer convenience’ across the board. And it gives us immense pleasure to find like minded partners, to work closely towards jointly achieving a platform aimed at ‘Customer Delight’,” adds Yes Bank senior president & country head, liabilities, cards & direct banking Chitra Pandeya.
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.
