Applications
Big TV launches in-shop campaign
MUMBAI: Direct-to-home (DTH) service provider Big TV has launched an in-shop campaign for its High- Definition cum advanced digital video recording box.
The campaign will target retail outlets across 100 cities and will be supported by Reliance Big TV‘s distribution infrastructure which it claims is the largest in India.
Big TV‘s Home Entertainment Service distribution network covers 6,500 towns with a network reach of 1,00,000 retail points that includes electronic showrooms, TV showrooms and multi- brand outlets.
This 360 degree launch campaign will work closely with the channel partners in order to ensure that there is a clear focus on the retail environment and delivering smart merchandising and providing product demonstration solutions.
Reliance Big TV has worked towards customising various merchandising solutions to judiciously utilize its retail spaces. Demonstration units, array of merchandising aids and trained in-shop promoters have been deployed to communicate the features and benefits of India‘s first High- Definition Advanced Digital Video Recording Box.
Big TV senior VP Umesh Rao said, “In the DTH space, the last mile consumer engagement assumes critical importance as the category is still in a development stage. Cogent product demonstrations and channel assistance helps consumers take well informed purchase decisions.”
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.
