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Chalo’s new campaign highlights bus travel transformation
Mumbai: A transport technology company makes everyday bus travel more reliable, convenient, and seamless for millions of Indians. Their new campaign called #HarSafarKaDigitalHumsafar, conceptualised and created by the Goa-based consulting and communications company, Gravity Integrated, features two films inspired by real consumer stories highlighting how its technology is impacting everyday bus travel.
Both videos feature how Chalo App’s real-time tracking feature empowers commuters to plan their journeys effectively, reducing waiting times and ensuring a seamless travel experience. It enables individuals to coordinate their schedules more effectively, ensuring they arrive at their destinations on time. Whether it’s a son who ensures that he reaches on time to pick up his mother or a teenage girl reassuring her father about the arrival of the bus, the real-time tracking feature offers peace of mind and convenience.
“Millions of people use buses every day in India to earn their livelihoods, meet families, and go to school, college, and tuition. Chalo’s technology is not only making it so much easier to travel by bus but is also creating a massive social impact on cities and communities. This campaign resonates with Chalo’s commitment to making bus travel better for everyone. With live bus tracking, Chalo continues to set new standards in the realm of urban transportation, making journeys more efficient and stress-free. Chalo head of marketing Kartick Krishnamurthy.
“Buses are the lifelines of most cities and towns in India. They help decongest traffic, help create economic opportunities for people who don’t have personal transport and help families stay in touch. Chalo’s technology is powering these buses and making travel better for everyone. We wanted to tell the human side of the technology story taking inspiration from real life examples. Along with these films, we are rolling out a 360-degree campaign that helps narrate Chalo’s story to not just consumers but also to government bodies, mobility influencers and the media at large”. – Gravity Integrated founder & CEO Prashanth Challapalli.
Chalo currently has operations in over 50 cities across India and five international cities. The Chalo App allows users to track buses in real time – they know exactly where their bus is and when it will reach the bus stop. This makes it easier for passengers to plan their journeys and avoid unnecessary delays. In Mumbai, which is one of the largest markets where Chalo is present, over 45 per cent of daily bus travellers use the Chalo app – a testament to its usefulness in improving daily travel.
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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.
