Applications
FujiFilm India uses social media to gain leverage
MUMBAI: FujiFilm India is boosting its presence on social media networks Facebook, Twitter, YouTube and Pinterest.
Starting with an online contest, ‘Summer Break Toh Bantaa Hai‘ on Facebook, FujiFilm India gained the much waited breakthrough on the social media platform. The contest, held recently, was designed to recognise the best summer holiday pictures, taken by the fans on the Facebook page of Fujifilm India.
The participants shared more than 1000 pictures on the page. They uploaded their personal Summer Holidays pictures under five categories – Wow Location, Cute Couple, Awesome Friends, Best Family and Naughty Kid.
The criteria to select the photograph, was on the basis of relevance of the picture, emotions captured, picture quality and its effects. 30 pictures had been selected as winning entries and fans were given travel bags from Benetton, Cross Pens and T Shirts.
FujiFilm India claims that there are 21,000 fans on the page. Fujifilm India national marketing manager Sriwant Wariz said, “We plan to take the digital medium and connect with our audience in a more aggressive way with different channels like Facebook, Blogs, YouTube, Pinterest and Twitter. Photography and cameras can be of huge interest for people on these platforms. We were already present on YouTube but now we are engaging the audience by uploading videos, explaining the features and usability of each of the camera series”.
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.
