Applications
Balaji Telefilms launches iPhone application on ‘Ganesha’
MUMBAI: Balaji Telefilms Ltd, which had recently announced its entry into the digital space, has launched its first iPhone application named ‘Ganesha Stories’ under its New Media initiative.
With the launch of the application, Balaji Telefilms is expanding its presence in the internet and mobile space to cover the growing segment.
The Ganesha iPhone application allows consumers to have access to the Elephant God on the move. Aartis and stories revolving around Lord Ganesha will be available at the click of a button with this application.
Says Balaji Telefilms joint MD Ekta Kapoor, “Mobile entertainment is a growth area for us. We are focusing on creating content for mobile phones. Delivering quality mobile entertainment is becoming possible with improved phones like iPhone and better networks.”
Balaji Telefilms’ New Media division was set up to expand and capitalise on its creative and production facilities to cover the mobile and internet space. In the mobile space, the team has started creating original content in audio and video format, deploying and marketing the same across all major mobile networks.
“Over the last year Balaji Telefilms has evolved from being a leader in the television and film production to creating a strong footprint in the Online and mobile VAS space” said Balaji Telefilms group CEO Puneet Kinra. “The mobile entertainment space has assumed great significance today and we plan to focus extensively on the same to address the current consumers as well as the evolving market of 3G content both in India and internationally.”
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.
