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Digital marketing firm EBS partners Alterian to step up India biz
MUMBAI: Digital marketing group EBS Worldwide has entered into a strategic alliance with Alterian which offers digital customer engagement technology and solutions.
By partnering with Alterian, EBS hopes to further step up the game for most marketers in India, who have been looking for measurability across their new media (Web, Mobile, Social etc.) marketing initiatives. EBS currently works with brands across industries in India, Europe and the US, using technology to create effective digital marketing campaigns.
EBS will bring in their strategic consulting expertise in the digital marketing domain, while Alterian will provide the technology and platform using different Alterian products.
The alliance will help marketers to better ‘Engage‘ with their
customers to turn them into ‘advocates‘ with a measurable return on their digital marketing investments (ROI) in a simple, user-friendly interface.
EBS Worldwide Group CEO Chris George said, “Alterian‘s products bundled with EBS’ expertise in the Digital Marketing industry will help marketers very quickly browse millions of customer interactions and come out with an analysis report about their brand‘s impact in the online world, almost immediately. Our solution will enable marketers to easily collate and analyze data from various social media channels to monitor brand and customer communication, identifying of communities and influencers and address issues and complaints”.
Alterian Solutions India country head Kaushik Bhattacharya said, “Alterian SM2 is a powerful Social Media ORM, Analytics and Engagement tool that offers a comprehensive approach with a ‘Social Media Warehouse‘ enriched with 11 billion plus mentions covering 60 languages starting from monitoring, listening, analysing to engaging across different social media channels. It‘s an Agency friendly tool globally and we are happy to partner with EBS Worldwide here to add value to their ‘Customer Delight‘ endeavour.”
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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.
