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UTV Indiagames launches ‘I Hate Luv Storys’ mobile game
MUMBAI: I Hate Luv Storys, a film co-produced by Dharma Productions and UTV Motion Pictures, is taking its marketing campaign to the mobile gaming segment.
UTV Indiagames announced the launch of the official mobile game for I Hate Luv Storys. The film cast, Imran Khan and Sonam Kapoor along with director Punit Malhotra, unveiled the game here in Mumbai today.
The mobile game takes gamers into a virtual world of Jay and Simran where they have to step into the shoes of Imran Khan a.k.a Jay and interact with Sonam Kapoor – Simran and Sameer Dattani – Raj for a gaming experience.
The game has four levels and is based on various events that transpire in the movie.
In level one, Theatre Blues, Jay is being forced to watch a film with Simran and Raj and he has a task to irritate Simran without getting caught. Once he succeeds, he moves on to the second level – Love Cocktail, where he has to secretly refill Raj‘s glass and get him completely drunk at Simran‘s cocktail party. The third level is Dance of Envy, where Jay has to groove and perform some jazzy dance moves with Giselle and ensure that Simran gets jealous. And in the fourth level, Race for Love, much like in movies, Jay realises his true love for Simran and has to rush to a theatre and stop Simran before it is too late.
UTV Indiagames COO Samir Bangara says, “This movie has a young star cast that our gaming audience identifies with. The romantic genre was also interesting as we see an increasing mix of women in our user base. The different game experiences including a racing game, ensure appeal across our target audience while keeping with the theme of the movie.”
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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.
