Applications
Tata Docomo starts Facebook News feed and Mobile ads
Mumbai: Tata Docomo has started the Facebook mobile ads and Facebook News Feed Ads.
The company‘s brand page is managed by an independent full service digital agency-Interface Business Solutions.
According to the official communiqué, the newsfeed ads were undertaken with the objective of reaching a wider audience and increasing campaign performance. News feed can provide a “high engagement” channel for advertising as the ads sit right inside the users news feed and cannot be missed. With the number of Facebook users who access it through a mobile device rising; it is now possible to expose advertising communication to Facebook users on mobile as well.
Interface Business Solutions MD Sabyasachi Mitter said, “We have started the mobile and news feed ads as soon as it was made available and the initial response has been fascinating. CTR‘s are 10 times better than Marketplace (Stamp) ads while the CPC‘s and CPF‘s are about the same.
It may be noted that, post the IPO of Facebook recently, there has been wide spread concern of its (lack of) a mobile monetisation model. With almost 40 per cent of users accessing Facebook from mobile it was critical that Facebook opened up for mobile ads.
“There have been concerns at the agency on how to maximise advertising reach on Facebook especially on mobile, the new ad formats are a great initiative from Facebook and will renew interest among many advertisers. Following Tata Docomo we have already started mobile campaigns for our other clients like Panasonic, Viacom 18, SBI Cards, Bingo!, Minto Gol, NDTV Goodtimes, Kingfisher and Heineken among others,” Mitter added.
Tata Docomo head internet marketing and e-commerce Praveen Gupta said, “Tata Docomo believes in finding new and more efficient ways to connect with the Facebook audience. The newly launched Mobile and news feed ads have given us just the right platform to plan more innovative engagement and content marketing strategies on the Facebook platform. We also believe that with Facebook capping the number of ads that will be shown to users in their news feed it would not cause much dissonance with the community. We are continuously monitoring the performance and as of now are very happy with what is being delivered.”
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.
