Applications
Tata Photon Plus in marketing alliance with Avatar
BANGALORE: Tata Photon Plus, the mobile broadband service of Tata Teleservices Limited (TTSL), has entered into a strategic marketing alliance with James Cameron‘s adventure epic Avatar by which users of Tata Photon+ will get a chance to win ‘Avatar‘ merchandise on purchase of Tata Photon+ that would be sold in special ‘Avatar‘ packaging.
Said TTSL vice president marketing communication Trivikram Thakore, “Avatar is a blend of live-action and new virtual photorealistic production techniques. ‘Avatar‘ and Tata Photon Plus signify the excellence in technology and innovation and will take the experience to a different level.”
In India, Fox Star Studios has planned to release the film on a grand scale informs Fox Star Studios India Head Marketing Distribution & Syndication Vivek Krishnani, “Avatar is the biggest cinematic event of the decade and there is an incredible buzz around the film in India and we are going all out to give it the best possible release.
“The film delivers a fully immersive cinematic experience of a new kind and is sure to enthrall audiences. Both brands drive synergies in technological innovation and we felt this is a perfect platform to have Tata Photon Plus associate with us and support the launch of Avatar we are thrilled with the support this association brings to widen the reach of the film to a pan Indian audience.”
This is the first time that Tata Photon+ is being associated with a big ticket Hollywood project.
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.
