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Anti-Piracy Day launched with campaign ’Don’t Steal It, Spuul It!’
NEW DELHI: Spuul streaming service for Indian movies and TV shows online is kick starting a campaign called ‘Don’t Steal it, Spuul It!’ To extend its support towards the Global Anti-Piracy Day today with the aim of combating the illegal trade of pirated content on the internet.
Approximately 160 million Indians globally are internet users. With more and more people consuming content online, it is inevitable to ignore the growth of the digital space. However, the biggest battle that the digital age is fighting is against piracy.
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Calling itself the legitimate way of watching Bollywood Movies, Spuul provides legal online Indian content to anyone in the world. The website has an exhaustive list of movies and popular television shows which can be viewed for free. Shemaroo Entertainment is the content partner for the platform also comments on the campaign.
With this initiative, Spuul is encouraging fans of Indian Cinema across social media platforms to watch their favourite Bollywood movie ranging from the romantic Hum Aapke Hai Kaun to B.A Pass on Spuul.
Commenting on this, Spuul India CEO Prakash Ramchandani said: “Digital space internet piracy is at a rise across the globe. The volume of pirated movies, TV shows, music, books, etc online is growing at an alarming rate. This is a severe threat to the business and economy. Spuul is a legitimate content provider and we are glad to extend our support to such an initiative that aims to educate consumers about the value of intellectual property.”
Shemaroo Entertainment director Jai Maroo said: “Piracy is a serious issue that needs to be addressed and curbed. India is the fastest growing Internet market in the world. Shemaroo is constantly striving to provide convenient, high quality and legal alternatives to consume entertainment digitally. Spuul propagates legal content on the web space. With this campaign we, along with Spuul, are requesting people to consume entertainment lawfully and support anti-piracy.”
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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.
