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Red Digital creates Tweet mob for PVR
MUMBAI: Digital agency Red Digital has created a TweetMob for PVR Cinemas in their attempt to engage “Twitterati”.
According to the company, the result of the TweetMob was that PVR became the most talked about thing on twitter for the day- across India in a short span of 60 minutes.
Red Digital is expected to further build and execute strategies that will help PVR Cinemas reach and engage their target audience. It will play a key role in generating online buzz on new movie screenings at the multiplex, by launching various campaigns and hosting engagement activities.
Red Digital co-founder and managing director Harsh Jain said, “Social media provides seamless opportunities for brands. We are glad to have a partnership with PVR, which opens up a new array of interaction for us. Red Digital is focused on taking the exclusive PVR experience to the online world. We plan to focus on high levels of engagement for PVR fans and create a convergence for them between the online and offline worlds. Our innovative ‘TweetMobs‘, which take the concept of Flash Mobs to Twitter, have proved Red Digital‘s ability to focus on digital innovation aimed at bringing value to our clients.”
PVR Cinemas group president Pramod Arora added, “Realising the immense power and the connect that the medium has with Youth, there was no better time to start than the release of our home production Shanghai which will be hitting theatres on June 8. We are pleased to partner with Red Digital for this initiative to ensure there is a high level of engagement and traction for PVR Cinemas as a brand. PVR is India‘s leading lifestyle entertainment provider and we want to entrust the same experience for our fans and followers in the digital world too. The phenomenal response to our first activity on twitter clearly indicates the love and connect that people have with our brand. ‘Happy Movie Days‘ have just begun in an all new fashion.”
Red Digital had launched two hash-tags: #PVRFriday and #PVRTweetHour for PVR Cinemas under the aegis of ‘Men in Black-3‘ (MIB3) and ‘Shanghai‘. Using #PVRFriday, Twitterati were asked to Tweet who their favorite agent was between Agent J and Agent K in the MIB series and why? The Twitter handle of PVR Cinemas (@_pvrcinemas) trended in India and reached over 86,170 Twitter users, the company said.
#PVRTweetHour was used for promoting the movie Shanghai (a PVR Pictures release) in a span of 60 minutes with 10 questions that were tagged with #PVRTweetHour. As per the company, before the end of those 60 minutes, the hash-tag saw over 281,761 PVR branded impressions within an hour, and reached 34,142 twitter users. The activity saw close to 4,700 PVR branded impression being seen every minute for one hour.
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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.
