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Tata Indicom appoints Starcom IP for digital marketing
MUMBAI: Starcom IP today announced it has won the digital marketing account for Tata Indicom in India.
Tata Indicom is the CDMA telecom brand of Tata Teleservices.
Starcom IP has started working with Tata Indicom with immediate effect and is responsible for online media planning and buying, establishing Tata Teleservices presence in the social media, and online reputation management.
Tata Teleservices CMO Lloyd Mathias said, “We are glad Starcom IP is coming onboard to help our digital marketing initiatives. We are confident they will add value and create engaging digital content to enhance the Tata Indicom brand‘s presence, perception and penetration amongst the digital community.”
Starcom MediaVest Group chief digital officer, North and South Asia Pushkar Sane says, “It is a significant win for us and we‘re delighted to work with Tata Teleservices. We are committed to bringing best-in-class digital thinking to the brand and ensure Tata Indicom stands out in the online space.”
The team is led by Starcom IP, India National Strategy Director Suyesh Shankar. Starcom IP is the digital marketing practice of Starcom MediaVest Group. It was formed in recognition of the reality that Internet calls for a new Protocol in approaching Marketing, Communications and Media.
Starcom IP provides end to end services in the Digital Marketing space with a focus on key platforms like Search, Video, Social, and Mobile. It leverages several proprietary SMG tools like IntenTrack, Brand Sirens, Contact Destinations and VivaKi Nerve Center tools like Click2Sales, Marketing Navigator, Benchtools and Listening Studio.
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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.
