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Zapak, Cadbury’s 5 Star launch ‘Indian Online League’
MUMBAI: Zapak.com has partnered with Cadbury India to launch the ‘5 Star Indian Online League’.
As part of the contest, young enthusiasts will compete against the best in the country to win prizes worth Rs 10 million. The winners will also receive Kolkata Knight Riders merchandise. There are other prizes like free downloadable games, cricket kits, Gameplex coupons and Game CDs. Cadbury India director – marketing Sanjay Purohit said, “Cricket is on everybody’s mind nowadays and we wanted to reach out to our TG in the digital space via this cricket fever. This property together with Zapak.com will cater to all cricket lovers and help them experience a never before cricket league.” Zapak Digital Entertainment Ltd COO Rohit Sharma added, “India is a cricket frenzy nation where cricket is considered a religion. And we at Zapak try to take this fever to yet another level by giving the game a platform on the internet. We think 5 Star Indian Online League will get people involved in their favorite sport and enjoy with the current cricket league fever.” The winners of the league will also win a seat on the ‘Board of Zapak Cricket in India’ (BZCI). This Board controls game ratings, writes game reviews for every game, selects game of the week, selects daily poll, pick hot cricketing topic of the week, expert blogs (write with Krish Srikanth) and test new cricket games etc.
The users can choose their team out of eight teams and play two games to attain a hi-score in both (collectively). 50 high-scorers from each city will come to nearest Zapak Gameplex and the top 11 will make it to the city team. Finally, the total score of top 11 gamers will constitute the final city score and two teams (of 11 players each) will compete against each other for the finale.
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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.
