Applications
Star extends marketing campaign for Champions Trophy to the digital realm
MUMBAI: Star Sports has launched a digital campaign to engage cricket fans on-line for the on-going ICC Champions Trophy 2013. An extension of the main marketing campaign, this digital initiative is built around the main promotional theme – ‘Zor Lagao, Champions Banao‘. The channel has launched a microsite http://cheercam.starsports.com inviting people to show support for their favourite team and wish them all the best for ICC Champions Trophy 2013. Select cheers or entries with most views or shares online will be aired on-air during the pre/post programming show ‘Cricket Live‘.
Cricket aficionados can cheer for their favourite team using the CheerCam application which allows them to express their feelings in as expressive a way as possible. The more different one‘s cheer is, the more traction he or she will generate in the digital universe. The CheerCam application aggregates cheers across different social platforms like Facebook Posts, Likes, Shares, Tweets etc.
Users can also share their cheers on their individual Facebook walls, invite their friends to participate
and also tweet about it. The campaign will have extensions of the “Zor Lagao” theme on the Facebook page – www.facebook.com/starsportsindia, where fans can go and record/upload/share/write their cheers for their country. On Twitter, fans can cheer for their teams using the twitter hash-tag #ZorLagao.
ESPN Software India COO Vijay Rajput said, “The campaign is based on the powerful insight that there is a symbiotic relationship between a spectator/fan & a player and that the spectator is as much part of the game as the player. The idea here is to inspire fans to support their favourite team who further gain strength when millions of fans express their support in the most vociferous way. We believe that fans should do their part – “Zor Lagao” and fervently hope that their favourite team comes back victorious from the ICC Champions Trophy 2013 – “Champions Banao.”
This campaign will have on-air support on the entire Star network. As had been reported earlier by Indiantelevision.com Star Cricket and Star Cricket HD will showcase all the 15 matches of the event with English commentary while STAR Sports 2 will showcase all matches with Hindi commentary. Besides, the sports broadcaster will also showcase four of the six kick-off matches live before the start of the main tournament. India takes on Sri Lanka on 1 June while India Australia kick-off match is scheduled for 4 June.
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.
