Applications
Chevrolet uses net for global ad campaign
MUMBAI: Chevrolet will use its position as the exclusive online automotive sponsor of Liveearth.msn.com, to launch a major ad campaign intended to let the world know about its approach to reducing petroleum consumption. The Chevy brand will be integrated throughout MSN and will consist of online and banner ads across the MSN platforms, including Windows Live Spaces, Messenger and Hotmail. Developed with Campbell-Ewald, the campaign seeks to raise awareness about Chevy’s solutions for achieving better fuel economy and for decreasing our dependence on oil by showcasing advanced technologies in our vehicles. The multi-media campaign includes newspaper, magazine, out-of-home and online advertising, with television to follow later this year. The campaign kicked off with a major online platform – the recently held Live Earth concerts and environmental awareness content on liveearth.msn.com, where Chevy is the exclusive automotive digital sponsor of the MSN online global broadcast event to raise environmental awareness. Chevy is sponsoring “green” content throughout MSN and will be integrated throughout the network with branding, banner ads and video. Chevrolet GM Ed Peper says, “Teaming up with MSN as the exclusive online automotive sponsor for LiveEarth.MSN.com was natural for Chevy because, in addition to our high fuel economy cars and crossovers – 8 that get over 30 mpg, Chevy offers more alternative fuel vehicles than anyone. We have over 1.5 million E85 FlexFuel vehicles on the road, cars that can run on clean-burning, mostly renewable ethanol fuel sources. Later this year, a fleet of 100 Fuel Cell Equinoxes will hit the road as part of Project Driveway. “And we’ve recently shared our innovations for the Volt Concept car – an electric powered car that requires no gasoline and emits zero emissions.” The Chevy ad campaign will continue throughout the year, with print and online ads about Fuel Efficiency, E85 FlexFuel, and advanced technologies for Fuel Cell Vehicles and the Volt Concept car. Print components of the campaign will kick off with a 16-page insert in select influencer publications, a six-page unit with automotive enthusiast books, as well as full-page ads that will carry the campaign through the end of the year. Also part of the campaign are full page newspaper ads in USA Today and select local market papers. All of these are layered on top of a significant digital presence and the launch of a radio campaign with multiple executions on network radio, as well as XM Satellite Radio.
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.
