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Vh1 Supersonic and Hungama.com announce strategic partnership
MUMBAI: Hungama.com, one of India’s largest digital entertainment portals, has announced a strategic partnership with Vh1 Supersonic. The alliance will launch exclusive content from both the brands across Hungama’s digital properties over the first quarter of 2015.
As a result of the partnership, Hungama.com, which has the largest catalogue of Bollywood and regional content, will be able to build a new user base and also offer international music with fresh and youth-centric content.
Beginning the partnership with the Vh1 Supersonic Goa Fest in December 2014, the alliance will also entail 30 club events and 30 college events till March 2015. Hungama.com will play the role of the digital partner for Vh1 Supersonic Goa 2014 and will conduct on-ground and social media contests. Gratification, in the form of pass upgrades and merchandize, etc. will be given out to the winners.
A supersonic radio station, featuring EDM music’s best hits and most favourite artists, will also be established across Hungama.com’s digital properties. Over the past year alone, EDM as a genre has grown immensely with significant performances, music and events. Within the first quarter of 2015, this joint venture will witness the brands providing curated content for EDM lovers across digital platforms.
Integrated Network Solution senior vice president and business head Jaideep Singh said, “Live Viacom18 has evolved in the last two years as a creator of brand engagement for consumers across platforms. While we strive to create memorable on-ground experiences for the audience, it is imperative for us to reach to digital audiences as well. The Indian Dance Music scene is constantly evolving creating demand among today youth, who spend most of their time on the internet. Addressing the need of today’s youth, we look forward to partner with Hungama to cater to the ever rising demand for Dance Music.”
Commenting on the partnership, Hungama.com CEO Siddhartha Roy said, “As the leading platform for digital entertainment, at Hungama we constantly strive to look for content that appeals to the dynamic listening choice of our users, especially the youth. EDM is one of the most popular music genres at present. We are glad to partner with Supersonic, and bring some of the best tracks from the genre to our subscribers.”
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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.
