Applications
Hungama Digital ties up with Nadiadwala’s ‘Housefull’
MUMBAI: Hungama Digital Media has partnered with Nadiadwala Grandson Entertainment to launch a digital promotion campaign for Housefull.
The campaign for Housefull includes the launch of a 16-episode video blog that captures behind-the-scenes action from the shoot.
The promotion also includes a social networking application and a film-related online game on iPhone and mobile.
The online game and application of Housefull is based on a scene where Boman Irani, Riteish Deshmukh and Akshay Kumar characters are entangled in a three- way slapping episode. The objective of the game will be to complete slapping all three characters within a stipulated time frame.
The mobile and iPhone games are based on a scene between Akshay and a monkey in the movie. The users can either opt to play the character of Akshay or the monkey. The objective of the game will be to slap the monkey or Akshay as hard as possible and knock them across the park. Users will be able to select the power and the angle and then slap.
Commenting on the initiatives, Nadiadwala averred, “Digital promotions of Housefull are based on some of the funniest episodes from the film. Be it Sajid‘s narrative on the video blog or the game based on the scene between Akshay and the monkey, the audience will be on a laughter ride while playing these games or watching the videos.”
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.
