Applications
Spice gears-up for the forthcoming cricket fever
MUMBAI: With the champiopns trophy in cricket kicking off today Spice Telecom a cellular operator in Punjab has plans to offer value added services for cricket fans. |
Spice subscribers can keep themselves updated with the latest match scores and updates through IVR, SMS and USSD packs and also choose from a host of action packed cricket games available on Spice GPRS. Furthermore, Spice subscribers can listen to cricket maestro Ravi Shastri’s and Tony Greig’s expert comments on each game during the entire tournament. Spice Telecom, Punjab assistant VP – marketing, Mukul Khanna says, “Spice has always made efforts to understand the needs and requirements of its subscribers and offer them the best value added services. With the series commencing shortly, Cricket fever is at its peak and considering the popularity of the game we decided to provide our subscribers an opportunity to play, stay updated and access a host of exciting cricket based trivia on their favorite teams.” |
Cricket trivia on SMS, IVR, USSD & GPRS platforms : On Spice cricket buffs can keep themselves updated on the latest cricket scores by subscribing to the tournament pack, which is available on SMS, IVR, and USSD by simply dialing 5550 (for IVR) or *555*3# (for SMS /USSD). SMS Pack – Customers who subscribe to SMS pack would get SMS alerts every 15 minutes or each time a wicket falls during the duration of the match. IVR Pack – Customers subscribing to the IVR pack can listen to Live score updates any number of times during the entire series for FREE, by simply dialing 5550 (Toll Free). USSD Pack – Customers subscribing to the USSD Pack can access cricket content by dialing *555*5# for free during the entire series. GPRS – Subscribers can access live score board, match schedules and recent match details through GPRS by going to Spice WAP Portal >> Cricket Fever. Furthermore Spice subscribers can download various cricket games like Kapil’ Expert comments from Ravi Shastri and Tony Greg: By dialing 555 subscribers can access live Cricket Scores, expert comments and match updates by Tony Greig and Ravi Shastri (on all match days), match schedules, team rankings, player rankings and cricket logos. All calls to 555 will be charged at a nominal rate of Rs.6 per minute. Alternatively Spice subscribers can also catch all the Live action by simply dialing *555*5# (for USSD) or by sending <Cric> to 555 (for SMS) to receive live updates and scores on their phones. Charges applicable would be Rs.3/- per request on USSD and SMS platforms |
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.
