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Zapak launches AdverGame in India for multiple DTH players
NEW DELHI: The gaming portal Zapak has for the first time launched an AdverGame on Reliance Digital TV and Dish TV to provide fun and engaging games on the DTH platform.
Reaching out to over 14 million households in India, this is for the first time that any gaming company has made AdverGame for multiple DTH players.
Close Up, one of the leading toothpaste brands in the country, partners with Zapak to enter the digital space this year to promote their new variant Close Up – Fire Freeze.
Zapak’s game – Kiss but don’t get caught – is set in an office scenario where the player needs to avoid the pesky bosses at work.Users can choose to play as Boy or Girl. If the player chooses to play the girl at work, then all she needs to do is kiss all her men colleagues at work under her bosses nose and if the player chooses to be the boy then all he needs to do is get kissed but not get caught.
The game is set across 3 levels and the gamer needs to impress all the mates with close up confidence while avoid pesky bosses who will catch you. The user needs to go near the colleagues using arrow keys and impress blue dress colleagues by pressing key 6 and red dress colleagues by pressing 4.
Commenting on this initiative, Reliance Entertainment COO – digital business Manish Agarwal said, “We are proud to be the only gaming company in India to launch the first ever adver-game for multiple DTH players thus offering Close Up best of the both worlds – engagement of gaming and reach of television medium. With this launch, we at Zapak, are continuing with the trend of providing advertisers innovative options to engage with consumers across screens.”
Advergaming is rapidly becoming popular since it delivers intense involvement of brands with consumers. Furthermore, the consumers being targeted have rapidly changed their media consumption habits to smaller screens like the PC/laptop monitor screens and mobile screens, thus paving way for advergaming in becoming a strong marketing tool.
Zapak.com claims to be India’s top advergaming destination with over 250 brands on board and this year Close Up tied up with Zapak to increase their digital visibility.
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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.
