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DDB MudraMax lights up streets for Reebok One
MUMBAI: The sports brand Reebok has come up with a new running shoe – Reebok One – and to create visibility and awareness for it, the brand along with DDB MudraMax OOH team decided to cover malls and major traffic junctions of the various cities.
“Reebok one is a high impact campaign designed to ensure that the consumer gets attracted towards the product and understands how the 3 zones can help a runner. This is being conveyed at every touch point be it retail or OOH. The consumer is introduced to this technology powered shoe in a compelling manner”, said Reebok brand director Somdev Basu.
The campaign’s objective was to urge people to visit the showrooms and try the new Reebok One.
To highlight the USP of the shoe the DDB MudraMax team came out with the idea of lighting the three parts/zones which help the person to land softly, transition smoothly and push forward quickly. The creative idea was to relate the foot movement with the zones in the shoe and the strategy was to take good clear hoardings and mall facades and highlight the 3 key functions of the shoe.
Commenting on this, DDB MudraMax – Outdoor, retail and experiential president Mandeep Malhotra said, “Reebok is a brand which is very close to my heart. We were thrilled to welcome the three layered brief from them and the team did a fantastic job. We have been working hard on DDB MudraMax being the agency to tell a story on a single frame. This innovative campaign besides reaching out to prospective consumers brought the wow factor back in innovative lifestyle footwear campaigns.”
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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.
