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Mauj partners Mobixell for mobile ad services
MUMBAI: Mauj Mobile has joined forces with mobile advertising and multimedia solutions provider Mobixell to deliver services in mobile advertising.
The partnership will offer a commercial and technological package for managing operators‘ advertising inventories for global and local brands in India. This will include creative work, campaign planning and execution, media management, inventory management, ad serving and ad delivery via various digital and mobile channels.
Mauj Mobile CEO Manoj Dawane said, “The mobile advertising opportunities are huge in the Indian market which now has 420 million mobile subscribers. We are looking to capitalise on this with a cutting edge solution that will ensure we can manage the advertising inventory of operators as effectively as possible.”
Mobixell and Mauj Mobile will work together on a number of immediate opportunities to deliver interactive above the line, below the line and through the line integrated campaigns.
“Mobile advertising is an area in which operators and brands work together to achieve effective advertising and higher RoI (Return on investment), which is precisely what this partnership will deliver,” added Mobixell AVP mobile advertising Eran Hertzmann.
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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.
