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Hungama launches PC & mobile game of Blue
MUMBAI: Hungama Digital Media, in association with Samsung has launched ‘The Blue Blaze‘, a PC and mobile game and digital promotions of Blue. The film being presented by Shree Asthavinayak Cine Vision, stars Akshay Kumar, Sanjay Dutt and Zayed Khan, Lara Dutta and Katrina Kaif. ‘The Blue Blaze‘ is a thrill-a-minute multi-level game which delivers an innovative and exciting experience to the player, pitting him against the perils underwater. Developed around the deep sea explorations of the film, the game is all set to give one the adrenaline rush and accelerates as each new level unfolds. |
Commenting on the launch, Hungama Digital Media Brand Manager Punyashlok Bhakta, said, “The digital platform is posing opportunities for concepts like Blue to connect with the audiences and create curiosity through experiential concepts. “The association with ‘The Blue Blaze‘ will give us an opportunity to reach out to today‘s highly-connected youth using the very entertaining and absorbing platform that the film Blue provides,” states Samsung MobileGM-Marketing Asim Warsi. The digital promotions of Blue will reach out to the audiences also on social media through an innovative campaign for users of Twitter. |
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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.
