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Yahoo! India launches ‘Log on to new’ campaign for its search engine
NEW DELHI: Yahoo! India has launched its first campaign, ‘Log on to new’ for its search engine service Yahoo! India Search. |
The campaign is currently on air on both television and radio. Says Yahoo! India director marketing Nitin Mathur, “There is a strong and compelling reason for us to go out to the market in a much more vocal way and talk about our story. Through this campaign, we want to further strengthen our connection with youth between the age group of 16-24 years in India and give people a reason to make Yahoo! India their starting point to the Internet. This campaign will bring strengthen Yahoo’s brand values in a contemporary manner and reinforce our leadership position as a lighthouse brand for new and first time users.” |
| The script for the TVC has been written by O&M Bangalore senior creative director Deepak Joshi and Corcoise Films director Prasoon Pandey has directed the TVC. The TVC shows a group of sky divers ready for a jump from a plane. The instructor advises the sky divers that after jumping from the plane they should count till 10 before opening their parachutes. One overenthusiastic diver asks to be the first one to jump off the plane. However, he stammers. After jumping he begins counting till 10, but stammers very badly on each count, so by the time he reaches a count of five, he collides with the ground. With fear written all over his face, he desperately tries to latch on to the railing of a balcony, but misses it. And the sound of an ambulance reverberates. The present TVC is scheduled to be followed by another campaign later this month. This will be on the Yahoo! Messenger service which is a key part of Yahoo‘s offering. |
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.
