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LG‘s global campaign to focus on premium HDTVs
MUMBAI: Don‘t Just Watch It, Live It! This is the message that LG Electronics will look to communicate in its new global integrated |
The global campaign will first be seen in the US and will roll out to more than 70 countries worldwide over the next month. LG Electronics will invest approximately $25 million in the US and substantially more globally to highlight the ultimate viewing experience delivered by LG‘s innovative 1080p liquid crystal display (LCD) and plasma HDTVs. |
The key elements of the campaign include a series of broadcast, print, outdoor and online advertisements in three creative concepts all featuring an LG Red Couch, which serves as a symbol of the consumers‘ all-encompassing high-definition viewing experience. The campaign also incorporates LG‘s corporate sponsorship of the Cannes Film Festival and LG Electronics USA VP consumer electronics marketing Allan Jason says, “The Red Couch campaign is a key initiative that addresses the growing high-definition market and the expansion of our HDTV product line. LG is a global leader in flat-panel HDTV technologies, and no company is better positioned to deliver the Full HD 1080p high-definition viewing experience.” The global campaign, developed by Young & Rubicam‘s BrandBuzz, was produced in high-definition and recently made its network premiere in the US. The television commercials will run globally throughout the summer and fall on primetime network and cable television, complemented by print ads in major consumer publications. Completing the integrated marketing package, LG also will be launching a Red Couch online component where visitors can experience exclusive content and learn more about 1080p HDTV and LG‘s Red Couch campaign. This year LG is launching a dozen new Full HD models in the US. The expanded 1080p lineup includes nine LCD HDTVs in screen sizes ranging from 37 to 52 inches, and three plasma models (in 50-, 60- and 71-inch sizes). |
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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.
