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Jump Games inks deal with Honest Ent for ‘Fido Dido’ license
MUMBAI: Games publishing company, Jump Games has acquired exclusive mobile gaming rights for the Fido Dido, aerated drink 7 Up‘s brand mascot. Jump Games has signed a two-year worldwide contract with Honest Entertainment to create and distribute mobile game titles based on Fido Dido across the world. |
The game features Fido Dido in his cool avatar that has to brave all hurdles to reach as far ahead in the game as possible. Fido‘s journey is made exciting with loads of zany powerups and bonuses for sporting his cool factor. The first Mobile game Fido Dido is ready for release and will soon be out on leading networks worldwide, states an official release. Speaking about the license, Jump Games CEO Salil Bhargava said, “Fido Dido is a name well-known all over the world. Fido‘s character has a lot of fun associated with it, which can be spun around to develop exciting titles. Our first arcade game is going to be out shortly and we‘re on our way to creating a few more games including a 3D Fido Bowling title. We look forward to a valuable relationship with Honest Entertainment and Fido in developing some remarkable Mobile content.” |
| Commenting on the alliance, founder, president and creative director Honest Entertainment and creator of Fido Joanna Ferrone said, “This is a good time to bring Fido to the Wireless gaming market, which is on a rise. Jump Games is a leader in the Indian gaming space and has created some world-class content for their existing licenses. They have done a brilliant job with Fido‘s first game and we are sure the audiences will love Fido in his new Mobile avatar!” |
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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.
