Applications
Vserv.mobi partners with Sony Music to monetize Coke Studio app
MUMBAI: Global mobile ad network Vserv.mobi has entered into an alliance with Sony Music Entertainment India to serve premium ads on the newly launched Coke Studio app. Powered by the company‘s flagship product, AppWrapper, this partnership will allow advertisers to reach out to key mobile consumers through high impact, full screen ads. The Coke Studio App is available on the Android Play Store.
AppWrapper technology supports varied ad formats that include video, interactive HTML5 and other Rich Media formats, to deliver impact and engagement with the brand message. The advertising enabled by the Vserv.mobi AppWrapper delivers full screen ads that are unmissable, uncluttered and yet delivered at performance pricing.
Vserv.mobi head – global marketing Binay Tiwari said, “As mobile becomes the primary screen for consumers, premium content will have to make the transition as well. Driven by the game changing potential of our AppWrapper, we are confident that we will be able help content owners & publishers make this transition quickly. We are pleased to partner with Sony Music in bringing the iconic Coke Studio music experience to consumers on Mobile. Brand advertisers will embrace this powerful union of premium content with impactful ads, which allows reaching the user everyday & everywhere.”
Ignitee Digital Services Ignitee Digital Services chief operating officer Ranjoy Dey said “With premium content like Coke Studio coming to mobile, our brands are now more eager than ever, to make mobile an integral part of their media mix! Maruti Suzuki has already signed up ‘Ritz‘ – its brand targeted towards young couples, for the Coke Studio property on Vserv.mobi network. The property is unique from a perspective that it delivers powerful impact, emotion & engagement of TV, while offering the reach & cost efficiency of the mobile media”
Sanujeet Bhujabal, Marketing Director, Sony Music Entertainment India added, “The launch of the Coke Studio app bears testimony to the growing attractiveness of the mobile medium. We believe that our alliance with Vserv.mobi will give us a chance to provide premium mobile content to millions of mobile consumers and grow our mobile revenue stream.”
The partnership will soon extend to other premium apps and content properties of Sony Music. Powered by the AppWrapper for monetization, it will allow premium advertising across various genres.
Launched by Sony Music, Coke Studio is a musical platform where celebrated as well as promising artists across genres collaborate, taking viewers through a captivating, melodic journey. In its second season now, the show recently launched its mobile app to make it a more personal on the go experience for music aficionados. Vserv.mobi‘s partnership with Coke Studio brings this app to users for free, powered by AppWrapper premium advertising. Ads are shown only at the start and exit, in an impactful Full Screen format thereby delivering the best user experience.
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.
