Applications
Mauj Telecom joins Miss World Ltd as global media partner
MUMBAI: Mauj Telecom has entered into a partnership with the Miss World Ltd as its global mobile partner. Mauj through its partnership with 50 plus operators and portals worldwide would be distributing the Miss World content exclusively on mobile phones worldwide. |
The mobile content would include World zone show highlights, contestant images, final highlights, video profiles of contestants, video ring tones, wallpapers, ring tones, screensavers, themes, and calendar application, as per an official release. Mauj is also developing a virtual reality application called as “I want to be Miss World” which takes the users through the experience of preparing for the Miss World pageant. All archived images and videos from Miss World 2003-2005 will also be available to subscribers across the world through Mauj and its Partners. The content will be available on 200 plus handsets from all leading manufacturers. |
| Mauj would also be the interactive voting partner for Miss World worldwide on mobiles, adds the release. |
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.
