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Hungama.com’s ‘Zindagi Ka Sound Track’ campaign creates a digital wave
MUMBAI: One of India’s on-demand digital entertainment storefront, Hungama.com recently carried out a brand campaign which features a voiceover by Bollywood actor Hrithik Roshan. The brand campaign titled ‘Zindagi Ka Sound Track’, has lead the Hungama.com app to the number one position across Android and iOS app stores, says the platform.
Speaking on the success of the brand campaign, Hungama.com CEO Siddhartha Roy said, “The digital campaign to amplify Hungama.com’s social media outreach was a resounding success and has helped fortify the brand’s presence across platforms. The campaign has helped create an opportunity for us to interact with our audience and strengthen our relationship with them. With this campaign’s integral message, we promise to continue to engage our audience across digital platforms with innovative and exclusive content.”
The 360 degree campaign was conceptualised and executed by Scarecrow Communications. The campaign took off with a TVC launch, which was amplified across OOH, digital, radio and in-cinema advertising. The agency simultaneously carried out a social media contest with the hashtag #HungamaMusic. Along with the social media run, a twitter contest was also carried out wherein they called in all the twitteratis to complete the sentence ‘Music #Zindagika’. With over 30k tweets, the contest saw celebrity participation too.
The outreach of the campaign across facebook had an average reach per campaign-related post which was over one lakh and a total 40 lakh people approximately influenced. “With interactions going over 2.5 lakh across all social pages and over one million views on YouTube within 30 days of the launch of the campaign, it has got an overwhelming digital response,” the release said.
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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.
