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FoxyMoron bags digital marketing duties of Celkon Mobiles
MUMBAI: Celkon has assigned its digital marketing duties to an independent digital ideas and media solutions agency, FoxyMoron.
The mandate will be handled by the recently opened NCR branch of FoxyMoron and it includes the independent management of the mobile brand’s presence on social media platforms including Facebook and Twitter.
On the decision of appointing FoxyMoron as its digital agency, Celkon head digital management Pradeep Yerraguntla said, “We are happy to associate ourselves with FoxyMoron to drive all our digital communications objectives. The young, dynamic team brings extensive digital expertise that will help us meet our business needs. At the core of our marketing strategies is the need for a detailed strategic and creative alliance to take Celkon Mobiles, the brand forward to the highest level.”
Currently, Celkon caters to the growing s needs of mobile users across the world by creating a new generation of mobile phones that is quality personified, loaded with user-oriented features and powered by the latest mobile technology.
With the shift on to the digital platform, FoxyMoron has conceptualised and recently executed the ‘Campus-O-Logy’ campaign, aimed at encouraging young college students to enjoy their time on campus with the newly launched Campus Series smartphones A20, A60, A63.
FoxyMoron business head – North Akshay Gurnani said, “This is a great opportunity for us to work with a brand that has a strong foot hold in the Mobile phones industry. The mobile range on offer by Celkon is a perfect combination of fashion and purpose. Our aim will be to leverage their innovative products to build conversations with young consumers as they enjoy experimenting with exciting innovative technology products. The Campus-O-Logy campaign will look to convert regular mobile users to evangelists of the Campus series by Celkon Mobile.”
The latest win adds to the growing list of clients handled by FoxyMoron which includes the L’Oreal India Group (Maybelline New York, Garnier, L’Oreal Paris, Kerastase), AXN India, McVitie’s India, Castrol India, Rajasthan Royals, SAB Miller (Foster’s, Miller High Life, Knock Out), WWM Group (Part of the Times of India Group and includes Femina, BBC Good Homes) and FCUK among many others.
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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.
