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Zoom, Reliance in interactive deal for Glam Awards
MUMBAI: Lifestyle and glamour channel Zooms goes interactive. In a unique tie-up with Reliance, Zoom‘s first Glam Awards can be viewed by subscribers of Reliance World. |
Speaking to Indiantelevision.com on the initiative, Zoom‘s national head, marketing and sales, MK Anand said, “The Glam Awards is a signature event showcasing that glam in India has finally arrived. Interactive Marketing has always been high on Zoom‘s agenda, and the tie-up with Reliance is yet another achievment on that front. “In the first phase of this tie- up, we had partnered with Reliance for a contest prior to the Glam Awards where subscribers voted for the ‘Best Glam Music Video‘. They could download the full music videos selected in this category and vote for the best video. The winner in this contest was a special invitee to the Glam Awards, held recently in Mumbai. Details of the contest were aired on Zoom. Now, in the second phase, we are sharing content for the ‘Curtain Raiser‘ and the ‘Glam Awards‘ will be telecast on Zoom on 14 May at 9 00 pm.” |
Zoom is the first entertainment channel that will now be included in the Reliance Mobile TV bouquet. So far the only channels who have been in the bouquet have been news channels Aaj Tak, NDTV, CNBC and Times Now. Saying that for Reliance, this was a WAP tie up for its subscribers, Anand adds,”We are essentially targeting the upwardly mobile viewers, the imagery that can be downloaded is targeted to the youth from 15 to 34 years who also constitute our target audience. There is, therefore, a lot of synergy with Reliance.” “We are redefining the marketing activities by going beyond just print, online and ground initiatives for the Glam Awards. Glamour is also about high technology so this is a step in that direction. The time lag between the airing of the Awards on 14 May and being able to download the special clips it on the cell is just a few minutes,” says Anand. The first Glam Awards can be viewed by 5 million subscribers of Reliance World. Whether it is Kareena thanking her “best friend‘ on stage or John and Bipasha‘s very evident real life chemistry at the awards – it will now be accessible to the Reliance world customers. Snippets such as memorable moments, terrific performances and acceptance speeches will be content that Reliance users can avail. The first annual Zoom Glam Awards were held in Mumbai on 30 April. |
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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.
