Applications
Airtel ties up with Shemaroo to launch Airtel mDivine
MUMBAI: Content provider and aggregator Shemaroo Entertainment has provided the backend technology and user interface for the launch of Airtel mDivine – an interactive service that allows Airtel mobile customers across India to receive live audio visual feed from their favourite religious shrines anytime, anywhere.
Airtel mobile customers can now leverage this service powered by Shemaroo to follow their faith through their mobile phones and subscribe to Airtel mDivine by visiting the Airtel mobile WAP site. Services offered are live darshan, aarti, shabd, hamd, mass ceremonies etc. Recorded content from around 500 shrines and live feeds from more than 20 shrines like Shirdi Sai Saisthan, Haji Ali and Sheesh Ganj Gurudwara from across India will also be available on Airtel mDivine.
Using a simple user interface provided by Shemaroo, customers can also search for a video through deity filters or on the basis of parameters such as popularity, latest and user ratings. The service can work as a guide towards helping customers learn more on related informative videos – such as how to reach a particular shrine, prayer timings etc. Additionally, Airtel mobile customers can also use this service to download their favourite devotional wallpapers, animations and ringtones from this WAP portal.
Shemaroo Entertainment Director Jai Maroo said, “Devotional content on mobile has been always a popular category. There is a large chunk of population who subscribe to it on their hand sets. Airtel mDivine is one stop shop for Airtel mobile customers to watch live feeds of their deities, share them with friends or create their own playlists. As a content house, we are constantly working with Airtel to bring in innovation in our offerings and set new trends in the industry – and Airtel mDivine is just another step in the direction.”
Airtel mDivine is a complete interactive service where customers can not only create a playlist by tagging their favourite devotional videos but also share this content with their friends and family via SMS.
Together, Shemaroo and Airtel offer a host of devotional service offerings for religious or spiritual customers to follow their beliefs in India.
Shemaroo also runs a devotional service on Airtel DTH – iDarshan that is a 24-hr devotional interactive service for Airtel Digital TV customers.
Airtel iDivine can be accessed from the URL http://airteldivine.shemaroo.com. Airtel mobile customers can also SMS ‘Divine‘ to 54321 to receive the link on their mobile phones and start accessing their devotional content.
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.
