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LiveMedia launches digital marketing arm LiveDigital
MUMBAI: Digital out-of-home media company, LiveMedia, has launched a digital marketing arm, LiveDigital.
Anuj Kumar has been appointed as senior VP, and Ivon Parmanand has been roped in as VP, sales and marketing.
The new entity will focus on mobile marketing and services across various mobile channels including voice, text, rich media and video.
Kumar earlier worked with Air2Web and Mobile2Win and was steering their mobile marketing initiatives. He has worked on mobile marketing campaigns executed for companies like Hero Honda, Yahoo, American Express and Dish TV.
LiveDigital has already bagged and implemented some mobile campaigns from companies like Microsoft, Max New York Life, IPol and Maruti.
Moreover, Parmanand comes with over 20 years of experience in Sales and marketing with companies such as Godfrey Philips, Mobile2Win, Air2Web and Spice Digital where he was heading mobile advertising.
LiveMedia founder and CEO Rajan Mehta said, “As the world moves towards smart phones, we think it is the right time to kickoff our mobile initiative. Currently mobile marketing is seen as spam based on the plethora of SMSes we get. Our endeavour is to change this definition by providing brands and users with a pleasurable experience through relevant and high quality content.”
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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.
