Applications
Colors launches online game for ‘Jhalak Dikhhla Jaa’
Mumbai: Colors has launched an online game allowing viewers to be a part of its dancing reality show, ‘Jhalak Dikhhla Jaa‘.
Designed by BBC Worldwide Productions India, the game will allow the user to choose a professional dancer and also empowers them to create a customised dance routine with the option of adapting the Indian choreographer Salman Yusuf Khan as an avatar.
The dance moves showcased on the game have been designed and choreographed by Kym Johnson. As the player progress in the game, with each level, newer dance moves, costumes, music and more are unlocked to amplify the overall experience of dance and ‘Jhalak Dikhhla Jaa‘.
The game also presents a tutorial highlighting different dance forms like Samba, Jive, Tango and more. The 3D graphics and imagery of the ‘Jhalak Dikhhla Jaa‘ game bring to life the thrilling yet “glamorous”, “sassy” and “dramatic” aspects from the show.
Colors digital head Vivek Srivastav said, “With the Jhalak Dikhhla Jaa game, we aim to connect with our strong online fan base which elevates the show to a higher mass platform. The more virtual formats we explore, the more it enables us to tap newer audiences across the world. We have been successful in extending the Jhalak Dikhhla Jaa and Colors brands into newer mediums with not only the mobile application, but also with this new interactive game which gives fans and social gamers a platform to live like a celebrity and have a true Jhalak experience.”
BBC Worldwide Productions India general manager and creative head Myleeta Aga said, “We are very excited to explore newer avenues in the digital media space and bringing the television experience of Jhalak Dikhhla Jaa to the virtual world. The game, with its signature Jhalak Dikhhla Jaa touch allows fans, viewers and users to feel the adrenalin that comes with being a part of this larger than life show. The response to the episodes being aired on COLORS and the mobile application has been incredible and we believe that with the launch of this game, the overall experience will create an addiction among the Jhalak Dikhhla Jaa fans and dance lovers.”
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.
