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Animax, Games2win tie up for promotional activity
MUMBAI: Animax, the young adult animation channel in India and casual games firm Games2win, have announced a joint initiative to promote the animation series Initial D and the Sega game CT Racer, via an interactive promotion. MUMBAI: Animax, the young adult animation channel in India and casual games firm Games2win, have announced a joint initiative to promote the animation series Initial D and the Sega game CT Racer, via an interactive promotion. Initial D – Second Stage unveils the saga of Takumi Fujiwara, showcasing the best of car racing animation worldwide. Animax recently kicked off the show Initial D – Second Stage. There is also a synergistic tie-up with the launch of Sega‘s CT Racer game on Games2win. CT Racer tests the driver for all kinds of driving skills and hence creates the perfect association for its launch. Game and speed enthusiasts can play CT Racer at the driving kiosks and must race a particular track in six minutes or less. Consumers who qualify then become eligible to win a fully loaded car-racing game console that has been specially designed by Games2win. ‘Driving Kiosks‘ are being rolled out in high footfall areas in the key metros of Mumbai, Delhi and Bangalore – (Mumbai – Fame Adlabs at Dadar, Andheri, Kandivili (W&E) and Malad. Delhi – Ansal, MGF, Shipra and City Square. Bangalore – Forum, Garuda, Big Bazaar and Bangalore Central) Animax business head Sunder Aaron says, “Animax has been the pioneer in showcasing the latest animated features like Initial D. We are delighted to be working with likeminded partners Games2win as we aim at enhancing and cascading the interactive experiences of our audience. This alliance with Games2win paves the way for Animax to provide many similar exciting and unique initiatives for the common target audience in the near future” Games2win CEO and founder Alok Kejriwal says, “This is indeed a very synergistic partnership between us and Animax. The content of the on air program – racing cars is in deep sync with our online car racing game and given the common target audience, the connect is perfect. Also the idea of taking the experience in public malls allows us to touch maximum consumers who are beating the Indian summer chilling out in these cool malls.” Animax marketing manager Supriya adds, “To promote this alliance, Animax is also deploying a 360 degree marketing campaign encompassing outdoor, online, print, on air, on ground and cross channel promotions”.
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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.
