Applications
Airtel reboots ‘My Airtel’ mobile application
MUMBAI: Bharti Airtel has launched an all new avatar of its ‘My Airtel’ mobile application. The application has been redesigned on Android to follow an intuitive and easy to use interface, which allows customers to conveniently discover, access and self-manage Airtel services across mobile, fixed line and DTH platforms.
The new version of the ‘My Airtel’ application also comes loaded with a wide range of fresh features and capabilities and fits within the company’s wider agenda of driving an enhanced digital experience for customers. The new ‘My Airtel’ application is now available for select users and will be rolled out for all customers over the next few days.
“With design simplicity, intuitive commerce flows and high performance as our priorities, we at Airtel have been working towards re-energizing the experience our customers enjoy while interacting with us through our online properties. A first step in this very direction – the all new My Airtel app has a contemporary design interface that will simplify our customer journeys and allow them to do much more – efficiently and effectively. I would like to encourage all our customers to experience the bigger and better version of My Airtel and enjoy the Airtel Surprises that come along with recharges,” said Bharti Airtel director – consumer business Srini Gopalan.
Customers can now use ‘My Airtel’ app to recharge any mobile number, and receive ‘Airtel Surprises’ coupons with exciting offers like coupons worth value of first, birthday week and many more in weeks to come.
In partnership with mydala, a coupon and discount marketing platform present in 200 cities in India, ‘Airtel Surprises’ will leverage a series of exclusive tie-ups with merchants across categories like shopping, food, wellness, entertainment – and offer coupons for popular brands like PVR Cinemas, Café Coffee Day, Flipkart.com. amazon.in, Ebay.in, Myntra.com, Archies, VLCC, among others.
Additionally, the newly added ‘I Want To’ feature will allow customers to make their frequent tasks (e.g. recharge of a specific prepaid mobile number) a quick action on their application’s home screen.
The in-application payment experience and card store feature have now been upgraded and Airtel’s payment stack is now PCI-DSS certified to ensure a safe, secure and faster check out experience for customers across My Airtel and also the PC and mobile web experiences. Push notifications with alerts such as low balance, pack expiry and payment due date will also be available on the app. Additionally, customers on ‘My Airtel’ will not incur any data charges for using the application.
Betting big on delivering an improved online experience for its customers – the company has already launched a new fast-loading homepage for its website www.airtel.in, a new 4G experience at www.airtel.in/4G and an omni-channel experience to order a brand new Xiaomi RedMi 4G atwww.airtel.in/mi. Airtel is currently focused at re-engineering its online experience to ensure improved interfaces, reduced load time, payment failures etc.
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.
