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Victorian new media co lands Rajasthan Royals contract
MUMBAI: Victorian new media company, My Heroes, has landed an exclusive contract with Indian Premier League team Rajasthan Royals.
My Heroes, which specialises in digital and electronic products, will develop a suite of fan-based interactive products, using traditional and new media, to connect India’s youth to their cricket heroes by accessing celebrity and team-based intellectual property.
The deal fructified due to the efforts of Victorian Coalition Government‘s super trade mission which helps local firms to help secure contracts in international markets.
“During the super trade mission to India earlier this year, we were able to engage with key contacts including the Rajasthan Royals, other Indian Premier League teams, the League’s governing body, as well as various Bollywood talent management companies with whom we had existing relationships,” My Heroes CEO Jon Field said.
The My Heroes partnership with the Rajasthan Royals follows a deal last year when My Heroes gained exclusive licensing rights to personalise digital and electronic products for one of India’s largest entertainment and new media companies, with strong ties to Bollywood and sporting celebrities.
According to Victoria Minister for Innovation, Services and Small Business Louise the deal was just one of many successful outcomes following the Victorian Coalition Government’s super trade mission to India earlier this year.
“My Heroes’ partnership with the Rajasthan Royals, who represent the state of Rajasthan in the Indian Premier League, will allow fans to connect personally with their favourite cricket players across a number of media forums,” Asher said.
Asher said the growing Indian market enabled My Heroes to position itself as a leader in digital and electronic personalised sports and entertainment products across the world.
“My Heroes has leveraged its strategic competitive advantage in the Indian market, connecting fans through sport and entertainment,” Asher added.
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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.
