Applications
Music on the go for Idea Cellular subscribers
MUMBAI: Idea Cellular subscribers can now boast about unlimited access to music. The telecom service provider has launched Idea musicHUB, an offering that will add on the entertainment quotient of the subscribers.
Idea musicHUB is an application which allows subscribers to download unlimited music to their devices, stream songs as per their preference and also create their own personalised playlists in their preferred language. The application will allow users to download unlimited music through fixed data packages.
musicHUB will be advertisement free and will allow users to share songs via SMS, email and across all social networking platforms. The application is available to all Idea subscribers at nominal fee of Rs 29 for a week, Rs 49 for 15 days and Rs 99 for a month.
“Mobile phones are increasingly becoming the first screen of many users across India. Idea Cellular caters to nearly 33 million data users across the length and breadth of the country and many of these users access the internet for entertainment purposes. Keeping this in mind, it has been our consistent effort to meet our users’ requirements through innovative entertainment offerings and services. Idea musicHUB is another offering which is aimed at providing our subscribers the best in class entertainment experience at their fingertips. As consumption of entertainment on mobile phones increase we are hopeful that Idea musicHub will strike a chord with our customers,” said Idea Cellular chief marketing officer Sashi Shankar.
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.
