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BSNL paints Rajdhani trains with 3G ads
NEW DELHI: In a major bid to reach more consumers, the state-owned Bharat Sanchar Nigam Ltd (BSNL) has tied up with Indian Railways and Peacock Media to promote its 3G services.
A three-month campaign has been launched as ‘BSNL 3G branded Rajdhani Trains’. This is a massive campaign in terms of visual area as well, since as much as 25,000 square feet of BSNL advertisement creative would be wrapped onto Rajdhani Express trains with a special quality vinyl approved by Research Design and Standards Organisation.
The campaign is targated to attract 15 million eyeballs negotiating 34 locations across 11 states.
The medium deliveries are 85,000 per day eye balls assured through the external vinyl wrap, while internal media are consumed by approximately 1,500 passengers per day. There are approximately 350 panels, 200 table tops and 400 brochure holders inside one train, along with audio jingles, announcements, contest and activation by in-train promoters which would create a great impact and engaging communication for the brand BSNL and its services.
The CSR imagery of BSNL would also gain strength because of the upgraded services experienced by the travelers, including cleaning and maintenance which are viewed to be bought by the BSNL 3G brand.
BSNL’s communication on the Rajdhani trains is focused on 3G services and entices the consumer to ‘get ready for a faster life’ by eye catchy visuals on fast gaming, music download, online movie streaming, video calling, live TV and high speed internet services on the move.
The campaign was launched with the start of the Chennai Rajdhani from the capital over the weekend.
Rajdhani trains connect all state capitals of the country with Delhi and are an ideal advertising medium to reach out to passengers in platforms and en-route audience effectively.
Rajdhani travelers fall under high affordability profile of consumers and hence strategically placed internal media engages them during the long duration of journey.
BSNL will take care for up-gradation, cleaning and maintenance of Rajdhani trains, which will also add on to CSR activity and to establish its BSNL 3G brand in the mindset of people.
BSNL has done a full train external vinyl wrap for the first time in India including internal media for captive visibility.
Routes being covered by this Rajdhani train are Delhi-Chennai, Delhi-Bangalore and Delhi-Thiruvananthapuram. Another Rajdhani train covering Delhi-Sealdah is also scheduled for launch shortly.
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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.
