Applications
Shemaroo Bhakti App Acts as a Devotees Guide for Kumbh Mela 2019
MUMBAI: Shemaroo Entertainment Limited, has curated a special section on Shemaroo Bhakti App for the devotees going to Kumbh Mela. The app will provide information on the history of Kumbh Mela, the upcoming events, travel and stay options and services available at the Mela for its subscribers.
Shemaroo ventured in the devotional category a decade ago tapping the religious beliefs of Indians. Shemaroo Bhakti app was launched in January 2018 and has received an overwhelming response from subscribers across the globe till now. Shemaroo’s Bhakti app was recently awarded under the Most Innovative Mobile app category at the Drivers of Digital Summit 2018.
Kumbh Mela is the largest peaceful gathering in the world and plays a vital role in India’s historical, cultural and spiritual heritage where devotees from across the globe come to attend the holy festival. Users of Shemaroo’s Bhakti App will have information ranging from introduction to Kumbh Mela, Mythological significance, Rituals of Kumbh to the bathing dates and weather updates of Kumbh Mela 2019. The Rituals of Kumbh section will highlight all the important rituals that will go on during the Kumbh Mela. Bathing dates section will have all the bathing dates which can be added to your mobile calendar for reminder. The app is also equipped with a map for easy navigation during Kumbh in Prayagraj along with medical facilities available during the entire Kumbh duration.
Shemaroo team will be creating content of Kumbh Mela darshan, which will be made available on its DTH & digital platforms.
Additionally, this year’s Kumbh Mela will see an extravagant experience zone created by Shemaroo wherein the devotees will get hands-on experience of Shemaroo’s devotional services.
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.
