Applications
Samsung launches digital communication for Smart TV range
MUMBAI: Having just launched its new Smart TV range in India, Samsung is trying to provide consumers with a first hand experience of the next generation features of the Samsung Smart TV like Motion Control, Voice Control and Face recognition through Digital communications tailored by Starcom Worldwide, the company’s media agency.
To this end, Samsung and Starcom have come out with the first ever Augmented Reality Motion Control Banner in the Digital space.
Samsung’s Smart Interaction technology provides Smart TV users with a option for controlling and interacting with the TV breaking the physical boundaries between the consumer and screen. Samsung’s new Voice Control, Motion Control, and Face Recognition commands enrich the consumers’ television experience.
Users can turn the TV on or off, activate selected apps or search for and select content in the web browser—all without touching the remote. The Samsung 2012 Smart television series feature a built-in camera that recognises movement in the foreground, as well as microphones that recognise voice.
To communicate the benefits of a Smart TV, Samsung and Starcom have together innovated the first ever Augmented Reality banner format through the Motion Control Banner utilising digital platforms like YouTube and Moneycontrol.
Samsung India CMO Rahul Saigal said, “In keeping with the Company’s thrust on innovation we have created this digital communication to provide consumers a complete experience of the interactive features of our new 2012 Smart television range.The Augmented Reality banner is giving consumers an opportunity to experience Motion Control in a manner that helps them understand this truly distinctive feature of our new leading edge Smart TV range.”
SMG Digital national director Arnab Mitra said, “To a lot of Indians Smart TV just stood for a television with a few features like a radio or internet, which does not have a unique space anymore with the advent of Smartphones, however, the Samsung Smart TV is beyond that and enhances television viewing experience with interactive online content, exploring apps, and much more. Our objective was to ensure that the consumers can live this experience without having to visit a store or buy the TV, and thus actually create awareness about the features.”
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.
