Applications
ErosNow launches ‘Blazing Bajirao – The Game’
MUMBAI: Eros International’s on-demand entertainment portal ErosNow launched the trailer of ‘Blazing Bajirao The Game’ for their upcoming film Bajirao Mastani. An extension of ErosNow’s digital marketing innovation, the web series, Blazing Bajirao, the game will be available on 10 December, 2015 for download on the Apple App and Google Play stores. The web version will be available exclusively on erosnow.com.
The interactive game invites players to embark on a thrilling adventure as they battle as Peshwa Bajirao, the undefeated warrior of the Maratha empire. As players progress through the game, they must fight through hordes of enemy infantry and archers in search of Mastani roaring ‘Har Har Mahadev’!
Eros Digital CEO Rishika Lulla Singh said, “ErosNow has been pushing boundaries with unique digital initiatives for the promotion of Bajirao Mastani. After the success of India’s first graphic web series, Blazing Bajirao, the game was a natural progression to take digital promotions to the next level. The game is of stellar quality and gamers can now become Peshwa Bajirao, the great warrior themselves and experience the exhilaration of battle victory using swords, bows and arrows.”
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.
