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Vuclip launches first mobile video platform for women
MUMBAI: Vuclip has launched India‘s first mobile video portal dedicated to women‘s needs – Mira! The content on the portal includes topics like health, beauty, parenting, cookery, career and entertainment.
The portal is targeted towards the new age women who are independent, tech savvy and full of life. It derives content from almost 30 content providers in India and globally and the video channel can be accessed from virtually any internet-enabled mobile phone.
According to a global survey carried out by Vuclip which saw participation by almost 40,000 women from 176 countries including nearly 13,000 women from India besides voice and text, 60 per cent of Indian women respondents use their handsets as a primary source of entertainment. It furthered revealed that nearly 80 per cent of the respondents said that there was a steady increase in their time spent on mobile-viewing.
Women‘s areas of interest, according to the survey, include watching TV soaps, cute/funny videos, sports, home and lifestyle, news, celeb gossip and amazing/whacky videos on their mobile apart from movies and music.
Thirty seven per cent women from India reported that they spend more than one hour daily on TV, print or radio while close 32 per cent women reported that they spend over an hour to access mobile content every day.
The five day long study consisted of 65 per cent women aged 18-35 years among the Indian respondents, while 24 per cent were under 18 years and another 11 per cent were over 36 years.
Vuclip India vice president advertising Meera Chopra said, “Even as the adoption of mobile among women grows in India, it is encouraging to note that mobile is already becoming a woman‘s preferred source for content. Currently, women constitute only 14 per cent of the total 11 million users on Vuclip in India. We hope that by the end of this year, Mira! will help Vuclip double its existing 1.54 million women users in India.”
Vuclip global vice president for marketing Judith Coley, said, “In contrast to the developed countries, internet in the developing world is arriving on phones before even traditional computers. About 59 per cent of internet users in India get online only via mobile phones. We hope that Mira! will help spark a revolution in the way women‘s mobile content is perceived – by content providers, brands, and women themselves. Cisco predicts that mobile video will increase 25-fold to account for over 70 percent of total mobile data traffic between 2011 and 2016. As the world‘s leading independent mobile video destination, Vuclip is uniquely positioned to help usher in mobile adoption among women through enriching mobile content. Vuclip thinks women are wonderful and is honored to be able to bring them the best of web video for their entertainment snack.”
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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.
