Applications
Contests2win creates a new Facebook app for Dulux
MUMBAI: Contests2win digital has created a Facebook application for Dulux that allows users to play Holi with friends and family.
To play this game, one has to install the application: ‘Dulux Rang Diya’, on his Facebook profile and on adding the application, the user can then select a friend that he wants to play Holi with.
The different kinds of Holi one can play are “zabardasti”, “pyaar se”, “ashirwad” and “geela”. The user then can colour the profile picture of the friend, depending, on the kind of Holi they selected to play and then share it on the friend’s wall.
Says contests2win COO Rajgopal Menon, “In India, festivals are social occasions where friends and family get together. The application takes Holi to the digital realm and lets users connect with their loved ones during Holi, regardless of geographical boundaries. It communicates the association of colours and emotions with the festival. Dulux is all about colors and this made the extension to Facebook with our concept almost like a marriage made in heaven.”
Dulux Brand Manager Karanpreet Bindra adds, “Dulux is the leading paint brand in the world and we were looking at leveraging social media to create strong association of colors with our brand and helping our TA connect with their loved one’s across the world on this colorful festival through this application.”
“With nearly 21 million people on Facebook in India, every brand owner looks for that perfect idea on FB. We thought that the idea C2W Digital came up with is indeed very interesting and saw a lot of potential in this medium. We call this Holi 2.0.”
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.
