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NBC Universal in digital partnership with Dove
MUMBAI: US media conglomerate NBC Universal‘s digital division NBC Universal Digital Entertainment, NBC Universal Digital Sales and personal care brand Dove have announced the formation of a new mobile entertainment portal for women – Dove Good2G.
Dove is NBC Universal‘s inaugural partner in the creation of its first-ever cross-property mobile destination. This strategic partnership creates a platform that will service and attract a female audience seeking mobile entertainment on-the-go.
During the year long partnership Good2Go introduces a wide scope of integrated marketing platforms that includes a robust mobile entertainment experience with customized digital content from NBC.com, oxygen.com, bravotv.com, accesshollywood.com and iVillage.
Dove Good2Go will provide content in a customized and editorially crafted way that fits the mobile space. Content includes video short clips, highlights, interviews, how-to tips, advice, photo galleries and more. Some of the shows currently included in the campaign are 30 Rock, Parks and Rec, Days of our Lives, Friday Night Lights and archived clips from this America‘s Got Talent and Real Housewives. Content will continue to rotate throughout the year.
Later this year, participating women will also be able to enter an exclusive sweepstakes, where they can win a customized prize package tied to their favorite NBC Universal brands. This includes a trip to LA and chance to attend to a red carpet movie premiere from “Access Hollywood,” a shopping spree in New York courtesy of iVillage, a trip to attend fashion week in February 2011 with Style by Bravo and more.
NBC Universal Digital Entertainment president Vivi Zigler says, “This initiative represents an unprecedented scope of customized platforms that will leverage mobile, online and social components. We intend to aggressively use the full assets of the NBCU portfolio to deliver great content for users to access on the go on their mobile phones.”
NBC Universal Digital Media Sales executive VP Peter Naylor says, “Through Women at NBCU‘s digital network, NBC Universal has one of the largest aggregations of content-driven female online brands in the marketplace. We are excited to put this extensive portfolio to work for Dove, which is taking advantage of the sharp rise in mobile usage by women, with a smart and creative campaign.”
Unilever marketing director, Personal Wash US Rob Candelino says, “Dove has always been an innovator in the digital space. We see tremendous opportunities to unlock the potential of mobile marketing and look forward to pioneering creative new ways to reach our consumers with compelling brand experiences in this new environment.”
The programme, put together by Mindshare, Unilever‘s media services agency of record, will run for one full year. Dove will have full ownership of the Good2Go mobile experience. The Dove Good2Go mobile portal can be accessed at m.DoveGood2Go.com.
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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.
