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Zapak.com announces movie based game for ‘Cash’
MUMBAI: Zapak Digital Entertainment Limited has announced the launch of the game ‘Cash Back‘ based on the movie Cash, which is scheduled for release on 3 August. Presented by Adlabs and directed by Anubhav Sinha of Dus fame, Cash is a movie about three unique diamonds, two teams of thieves and one big heist that spins into a battle for the ultimate prize – the cash. The game can be played at www.zapak.com. Cash director Anubhav Sinha said, “We are slowly but definitively moving towards an entertainment eco-system where it is becoming extremely important to engage the target audience of a film through multiple exposures across diverse media platforms. Structuring a promotional deal around Cash with Zapak is a win-win situation for both. While the film benefits from exposure to its intended target audience, users of Zapak.com get access to the film property before the film actually hits the theatres.” In the game ‘cash back‘, the player can steer the streetluge with the left and right arrow keys and accelerate with ‘A‘. The objective of the game is to collect all the diamonds and reach the end. The top ten scorers win music CD‘s and premier tickets for the movie Cash. Zapak Digital Entertainment Limited COO Rohit Verma said, “Cash is an action oriented flick and hence merited a racing game. The game ‘Cash Back‘, is a unique chase-cum-hunt racing game, with a choice of three racing tracks, where the player has to collect diamonds while steering the streetluge and reach his destination in record time. This free-to-play game is in complete sync with the theme of the movie. We have two games based on Hollywood blockbusters and one on a Tamil movie. This is the first game based on a Bollywood flick for Zapak.com.” | |||
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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.
