Applications
Airtel Digital TV to launch new campaign promoting HD
MUMBAI: With an aim to cash in on the ICC Cricket World Cup and the IPL, Airtel Digital TV, the DTH service from Bharti Airtel, will be starting a new advertising campaign on the high-definition TV viewing experience.
Starting 11 Feb, the campaign will feature actress Kareena Kapoor.
Initially the campaign will be released in English, Hindi and South regional channels and would continue for the duration of this quarter.
Airtel Digital TV is also one of the on-air associate sponsors for the World Cup.
The DTH player is targeting SEC AB, Males 25+ audiences in tier 1 and 2 markets with high LCD penetration.
The DTH service expects to capture the high end of the DTH market through their HD connections during the sporting events.
JWT has created the campaign. The creative team includes executive creative director Priti Kapur, VP and creative director Kishaloy Basu, executive business director Maneesh Rangra and AVP Samrat Basu.
MAD Entertainment is the production house, while the campaign is directed by Shaad Ali.
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.
