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FoxyMoron bags social media duties of Rajasthan Royals
MUMBAI: FoxyMoron has signed a deal with Indian Premier League (IPL) franchise Rajasthan Royals to design and build a digital platform that will provide a network for Rajasthan Royal Fans all over the world utilising the power of Facebook, Twitter and YouTube.
The agency will handle the franchises all-inclusive social media needs providing the team‘s fans with a rich media experience while interacting with the team on the digital space.
FoxyMoron aims to increase fan interaction on Facebook, Twitter, and YouTube through strategies that will enable fans to have an immersive experience on the internet.
FoxyMoron partner Harshil Karia said, “We aim to build a loyal, long term fan following for the team using the power of digital media. Indians feel so passionately about cricket, it was about time this passion transcended online.”
FoxyMoron‘s digital strategy will aim to drive engagement and community participation amongst fans using the wide reach of Facebook. The company will also channelise the power of Twitter to drive conversation amongst fans as well as create interest and excitement around matches.
The agency adds that in a short time it has been able to increase the team‘s Twitter following by 40 per cent. They have also successfully trended two hashtags each time the team has played a match. This is indicative of a large amount of buzz and virility surrounding the team while they are in action.
Fans have also tuned into the teams YouTube channel which hosts behind the scenes content shot by an international crew that travels with the team. “We really want people have an immersive experience. It‘s all about creating a connect that will make fans feel strongly about the team. Cricket is already a passion amongst Indians, we aim to transform this passion into a loyalty, one that transcends reason.” adds Karia.
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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.
