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Reckitt Benckiser relaunches poweRBrands game
NEW DELHI: Reckitt Benckiser (RB) has relaunched its business game poweRBrands on Facebook to provide a newer, fresher online experience of the existing game.
Targeted primarily at 18 to 30 year old students and working professionals, poweRBrands allows players to live a virtual life working as an executive of a Reckitt Benckiser brand and eventually having the opportunity to rise and obtain the position of Global President.
Instead of being used as a recruitment tool, the game is designed to give the player a feel of RB’s unique culture and tests players’ skills such as innovative thinking, quick decision making, marketing skills, business acumen and the ability to take on challenges; all key characteristics of an RB employee.
Reckitt Benckiser senior vice president– South East Asia Chander Mohan Sethi said, “We take immense pride in our culture at RB and poweRBrands allows us to share this feeling with a wide audience in a fun and novel way. PoweRBrands is a natural extension to our existing portfolio of online assets and helps individuals gain valuable business skills that are necessary to prosper in his or her professional career.”
Upon its launch in July 2010, poweRBrands had achieved notable success, with FMCG industry aspirants being the most religious players. The game was redeveloped by TAMBA Internet and boasts new rewards and attributes that allow for more robust game play, also allowing previous players to keep past rewards earned.
The poweRBrand’s new Facebook fan page also encourages participants to exchange news and catch-up on game changes and innovations and link game progress to their Facebook wall.
Meanwhile, Reckitt Benckiser completed 10 years of success with a basket of globally successful brands like Dettol, Harpic, Cherry Blossom, Veet, Vanish, Lizol, Mortein, to name a few. Today the size of the company’s iconic brand Dettol is much more than the size of the company at the time of merger in 1999.
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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.
