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Coca-Cola partners with Contests2win for IPL
MUMBAI: Coca-Cola has tied up with C2W Digital, the digital agency of contests2win.com.
The ‘Coke Dare Series‘ has been launched and features two advergames, made for the fans of the Delhi Daredevils Indian Premier League (IPL) franchise.
The series is based on the IPL tournament where players can step into the shoes of the Delhi Daredevils and play matches. The game is being positioned as a complete package from the toss to batting and bowling.
The twist in this game is a ‘Dare’ that the bowler / batsman can throw at the opposition, winning which will ensure the game will be won by the team / player at that moment itself.
The second game, Runathon, emulates a game that involves challenging friends to beat the score. The player has to keep the cricket ball up in the air for as long as possible while collecting runs which appear on the screen.
The games are hosted on www.delhidaredevils.com/cokedaredevils and can be played without registering also. This is a part of the digital initiative that Coca-Cola has undertaken for the IPL and it is on full display on the website www.delhidaredevils.com with an option for an user to become a Fan of the Delhi Daredevils.
The beverage conglomerate has done a double take on this promo by launching a sales linked promo also in which every Pet bottle of Coke has a nine digit code that can be used to accumulate runs and also to register online on www.delhidaredevils.com/cokedaredevils. Every member who registers becomes a Classic Member and is entitled to a freebie. Users also have the option of becoming Silver and Gold members by paying Rs 599 / Rs 999 on the site and avail of prizes.
Coca-Cola brand manager Avishek Mandal said, “We have been working with C2W Digital for the last many years for digital and sales linked initiatives. This time around we wanted a 360 degree inclusive approach and wanted to activate the digital platform in addition to on ground and retail activation. Gaming is catching up in a big way in India and for IPL and our association with the Delhi Daredevils, games is a must have.”
C2W Digital business head Gaurav Sharma says, “The brief was simple from Coke – to create engagement with the Delhi Daredevils and IPL in a fun and engaging manner. Advergames help a brand weave brand communication in a very seamless and fun manner. Flash based games are becoming increasingly popular in India and are among the top activities for online users. Since the games went live recently they have registered nearly 50,000 plays.”
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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.
