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Concrete Pictures helps brand Discovery Mobile
MUMBAI: Recognising and responding to the needs of an evolving media landscape, Concrete Pictures has extended the efforts of its team to include mobile phone platforms. The creative agency has announced the completion of a branding and graphics package for the recently launched Discovery Mobile, a 24-hour mobile programming network featuring original content from across Discovery‘sfamily of networks including Discovery Channel, TLC, Animal Planet, Travel Channel and Discovery Health Channel. |
T“Tackling the design challenges of mobile phones, Concrete delivered a graphics package that is visually engaging, representative of the Discovery brand and well-suited for the small screen,” said Douglas Craig, vice president, new media, Discovery Communications. Spearheading the Discovery project for Concrete Pictures was Paul Westergard, Creative Director. His creative crew designed a graphics package based entirely on organic boxes, which open, close and shift around the screen to reveal new information. The compact nature of mobile phone screens demanded that the graphics be over-sized with a dark background, so Concrete’s team incorporated this into the logo animations and menu bumpers created for the project. |
Concrete Pictures’ senior VP, creative services Andy Hann says, “We have enjoyed a long and rewarding working relationship with Discovery Communications. This latest project added a new dimension to the whole picture, and we look forward to continuing to expand this area of our business with Discovery and other partners.” |
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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.
