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Dish TV to spend Rs 40 mn in marketing brand ambassador SRK’s movie
MUMBAI: Essel Group’s direct-to-home (DTH) company Dish TV has announced a strategic marketing alliance with Fox Star Studios for the co-promotion of its forthcoming movie My Name is Khan.
Dish TV has created a 30-second TVC to promote the movie and it will spend around Rs 40 million for a pan-India marketing campaign.
Dish TV’s brand ambassador Shah Rukh Khan is the lead actor of the movie, while Kajol is making a come back with the movie after Fanaa.
Apart from the new TVC with Khan, the DTH company will also run a contest, wherein the participants will get a chance to meet Shah Rukh Khan at his home – Mannat.
The TVC captures the warm and affectionate moments in the movie and is in line with the new brand identity of Dish TV- ‘Ghar Aayi Zindagi.’ Dish TV will also run a month-long 360 degree integrated marketing campaign across all India to co-promote the brand and the movie.
Says Dish TV COO Salil Kapoor, “It’s exciting to be associated with Fox Star Studios for My Name is Khan. Khan is Dish TV’s brand ambassador and we are delighted to promote the movie My Name is Khan as it has a beautiful synergy with our brand positioning Ghar Aayi Zindagi. Dish TV will run a marketing campaign for which the company will spend around Rs 40 million.”
As a part of the deal, Dish TV will also showcase exclusive interviews with director Karan Johar, and Khan as well as videos of behind-the-scenes of the film. Dish TV will also have rights to telecast interviews with Johar, Khan and Kajol on its DTH platform.
Adds Fox Star Studios India head marketing distribution and syndication Vivek Krishnani, “My Name is Khan is a film that will appeal to people of all age groups. Our promotional partnership with Dish TV will help us widen the reach of the film to a pan-Indian audience. My Name is Khan has an incredible buzz on-ground and we are going all out to give it the best possible release, we are glad to be associated with like-minded partners like Dish TV and are thrilled with their support to co-promote the film.”
My Name is Khan is story of an unconventional hero, who embarks on a journey across America to win back the love of his life. Along the way, his personality touches the lives of many and inspires a nation. The movie releases in theatres across the country on 12 February.
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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.
