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Hungama signs mobile & online content deal with FTV
MUMBAI: Hungama Mobile, the developer and publisher of Indian mobile entertainment content, has partnered with Fashion TV (FTV) to enable Indian mobile users to download exclusive clips and interactive content on fashion and lifestyle from the 24-hour TV channel on their mobile phones. In addition, FTV India has launched an India-centric fashion portal www.ftv.co.in, which is to be a one-stop destination for fashion enthusiasts, designers and traders, with community features, blogs, exclusive videos, designer sections, fashion news and interactive features like games, etc. “Our association with FTV will definitely give the mobile VAS industry a new dimension, and I am confident it will be accepted by the audience with open arms,” said Hungama Mobile MD and CEO Neeraj Roy. Commenting on the association, FTV India business head Tarun Srivastava said, “This service will enable consumers to be in loop of what world fashion has to offer. As we move forward, we are looking forward to offering innovative and popular digital entertainment to our Indian users.” The mobile content will be made available across various categories as images, videos, ring tones, games and many more features. This tie-up will enable the Indian consumers and fashion lovers to download fun fashion videos, models and designer profiles, photo shoots and fashion tips by FTV. FTV Mobile will be marketed to both the consumers as well as marketers, along with the FTV India website. The website claims to provide the fashion enthusiasts their complete dose of information on everything related to fashion, entertainment and lifestyle in India and the rest of the world. The website will cover fashion celebrities, blogs, community features – fashion mags, exotic holiday destinations, FTV merchandise, apparels, videos, fashion calendars, lifestyle tips, contests and diamond club memberships.
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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.
