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Airtel digital TV’s campaign to cash in on digitisation
NEW DELHI: Understanding that viewers today are immensely affected by what they see on television, Airtel digital TV has come up
with a new campaign that has the message ‘sirf cable nahi,. Life badlo’.
The new campaign has also been made keeping in view the competitive perspective, since DTH players in the country are looking at maximising the opportunity created by the government’s implementation of cable digitisation to create top of the mind recall for their brands.
For Airtel digital TV, the marketing and communication opportunity defined was to reinforce the brand’s leadership through a big and completely differentiated take on the category and by appropriating the emotional benefit.
The big communication idea is therefore “great content has the power to transform lives”. The territory of transformation in this category is a powerful one for the brand to own, given that it today offers the best content on Indian television, be it through the numerous interactive services or other significant benefits.
The campaign theme is ‘sirf cable nahi, life badlo‘ where each feature or product is dramatised through its impact on life. The campaign sends out a clear crisp communication i.e. television content can shape a perspective, define a point of view and when it’s really powerful, it can change your life.
For the advertising campaign, the team also changed the visual language and tone of voice to make the communication fresh, young and modern: use of a secondary colour, blue, to make digital TV creative distinctive from the rest of Airtel creatives; a modern digital TV logo, presented alongside Airtel; youthful imagery shot from an exuberant perspective to showcase energy and movement; and use of cut-outs and graphics for creative cut-through for print ads.
The brand has rolled out a complete 360 campaign from 9 June – Print, Outdoor, TV, Cinema, Radio and Digital with a special focus on key digitisation centres (Delhi, Mumbai, Kolkata and Chennai). TV and digital campaigns have been rolled out nationally.
The creative agency is JWT while the creative directors are Nishit Shankar and Sumonto Ghosh. The film director is Sainath Choudhury, the producer Purple Vishnu, and the media agency Madison.
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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.
