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Subhiksha turns to digital media solutions
MUMBAI: vJive Networks, a strategic business unit of Digital Music India (P) Ltd, announced that Subhiksha, the recent entrant in the retail segment will deploy integrated out-of-home media solutions for their stores across India. This will be the country‘s single largest digital signage deployment, claims vJive. vJive will equip each Subhiksha store with audio-visual banners that will display advertorial content to shoppers. The internet based media streaming engine will transport advertorial content in real time to digital screens across stores. Implementation for the 650 active stores will be carried out in two phases. vJive will work in conjunction with Subhiksha for additional nationwide store roll outs at a later stage. |
Elaborating on the alliance, Subhiksha president-marketing Mohit Khattar said, “Subhiksha‘s association with V-Jive is in keeping with our sustained effort to offer better value to our customers. Through this association, we will use cutting edge technology to offer relevant and engaging point of sale content to our customers & enable them to make more informed choices.” vJive Networks CEO Rajesh Jog added, “Subhiksha has taken a brilliant futuristic marketing stance. We are extremely delighted and privileged to be associated with a highly motivated and fast growing retail chain such as Subhiksha. vJive‘s enhanced network will compliment Subhiksha‘s value driven approach.” |
Subhiksha is fast growing Indian retail chain with over 650 stores spread across 30 cities. It focuses on the concept of constant sustainable low pricing so that regular customers will see the same low prices month after month. The company has set in motion a nationwide expansion spree to elevate the store count to 1000 by December 2007. The retail chain already has a presence in Chennai, Ahemadabad, Bangalore, Hyderabad, Mumbai, Pune and Delhi amongst several other smaller cities. |
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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.
