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Airtel launches on-demand movie service for broadband subs
MUMBAI: Bharti Airtel has launched an on-demand home entertainment service, Airtel Movies, for its broadband customers.
Airtel Movies will be an on-demand digital video library with “original DVD quality” content that would be available to Airtel
broadband customers in the form of an add on monthly pack.
Powered by Reliance ADAG’s BigFlix, the service will be available for Rs 299 per month and customers can enjoy over 500 movies along with 100 TV shows, 100 trailers and 100 music videos from the library.
The content will not be ad supported and it won’t add towards
bandwidth consumption charges, except in Punjab.
Bharti Airtel CMO Telemedia Services Girish Mehta said, “The launch of ‘Airtel Movies’ comes on the back of a rousing response to our recent offerings of Airtel broadband TV and Airtel Photos and is in line with our commitment of enabling our customers in doing more with the Internet. Airtel has always led the way in bringing in innovative services through industry leading partnerships. We are confident that this service will enrich our customer’s lives and enable them to balance their work, family and entertainment needs by transforming their experience from appointment viewing to one of choice. We will
look to continuously refresh content in response to feedback and customer needs.”
The service offers content across genres including Bollywood,
regional, and Hollywood. In addition to this, customers can also sample the music (film and non-film) and trailer videos from recently released movies.
Reliance Entertainment COO digital Manish Agarwal said, “The launch of Airtel Movies powered by BigFlix is a novel association that will bring in an exciting package of on-demand entertainment content for the Indian broadband customer. It will allow consumers to watch movies and TV shows of their choice sitting in their homes through their Airtel broadband connection that is free of advertisements. We at BigFlix believe that future of content lies in ‘on demand’ nature of
service and with partnership with Airtel, BigFlix is able to provide millions of Indians a choice and convenience of content consumption and content owners a new way of reaching out to consumers at much cheaper cost.”
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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.
