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India emerges most optimistic market in March 2024 across 29 markets polled: Ipsos Global Advisor What Worries the World
Mumbai: India has emerged the most optimistic market in March 2024, across all the 29 markets covered in the survey with over three in four urban Indians polled (77 per cent) believing India is moving in the right direction, according to the Ipsos Global Advisor monthly survey that tracks public opinion on the most important social and political issues across 29 countries, alongside whether people think things in their country are heading in the right or wrong direction.
The other top markets on optimism were Singapore (72 per cent) and Indonesia (72 per cent), tied at the 2nd spot, followed by Thailand (59 per cent) and Mexico (55 per cent). The markets at the bottom of the heap were Peru (14 per cent) and France (18 per cent) with lowest optimism levels about the future. Only 38 per cent global citizens were optimistic about the future.
Worry levels diminish around key issues for Urban Indians in March 2024
Further, the survey reveals a significant drop in worry around the key issues of inflation (38 per cent) (minus 11 per cent), unemployment (38 per cent) (minus five per cent) and education (29 per cent) (minus six per cent) over the previous month. Though worry around financial/ political corruption (24 per cent) ( plus three per cent) has increased, but unchanged for crime and violence (23 per cent).
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Global worries – Global citizens have got a slight reprieve in March 2024 around inflation.
Summarizing on the findings of the survey, Ipsos India CEO Amit Adarkar said, “India has bucked the global trend of pessimism and emerged the No.1 market in optimism across the 29 markets, where the Ipsos Advisor survey is held every month. If we look back, India has always been among the top markets in optimism, through months and years. India has not crumbled under global adversities and citizens have believed in the system, unlike many global markets that have been downbeat. What could have worked for India? Its resilience, its course correction in the face of severe hardships on citizens. Govt cut fuel prices by Rs. 2, in March, across India, which provided some relief around inflation and cost of living. Worry around unemployment has also reduced with the job market in the hiring mode in some sectors like retail, automotive, f&b, IT & technology etc. Worry around inflation and unemployment has seen a significant drop in March 2024 and likewise for education. With general elections coming up in mid-April, corruption charges are already flying thick and fast, which is a matter of concern. Also crime and violence are of deep concern to citizens.”
MAM
Lakmé launches SPF infused makeup range with ‘I Earned It’ campaign
Lakmé 9to5 Hya Beach Edit blends sun protection, hydration and colour.
MUMBAI: If the Indian summer insists on turning up the heat, beauty brands are learning to keep their cool. Lakmé has unveiled a new campaign titled “I Earned It” to introduce the Lakmé 9to5 Hya Beach Edit, its first makeup range infused with SPF. The campaign features brand ambassador Aneet Padda and positions the collection as a blend of sun protection, skincare and long wear colour designed for India’s hot and humid climate.
Part of the Lakmé 9to5 portfolio, the new range expands the brand’s long running narrative around the confident working Indian woman. With the “I Earned It” message, the campaign shifts the focus slightly, celebrating not just ambition but also the idea that downtime and personal moments are equally deserved.
The campaign film follows a modern professional navigating a day that moves effortlessly between work calls, coffee runs and evening plans, reflecting the fast paced routine of urban life where indoor polish often meets outdoor exposure to the sun.
Hindustan Unilever Limited chief marketing officer for beauty and wellbeing Sunanda Khaitan said the product was developed with India’s climate and lifestyle in mind. “Living in a country with high sun exposure made us rethink what long wear beauty should deliver. With the Lakmé 9to5 Hya Beach Edit we are bringing together sun protection, hydration and high performance colour in a single step,” she said.
The new range is formulated with SPF and powered by hyaluronic acid, a skincare ingredient widely used for hydration. According to the brand, the products are designed to remain intact in heat and humidity with sweat proof, transfer proof and water proof formulas.
The aim is to merge skincare benefits with cosmetic performance, offering lightweight finishes that stay fresh even during long days outdoors.
Padda said the campaign resonated with her own routine of balancing work and personal time. “‘I Earned It’ is a reminder to celebrate yourself without guilt and enjoy the moments you have worked hard for. The campaign reflects that spirit with makeup that feels fresh, effortless and designed for real life,” she said.
The campaign was developed by Ogilvy, where creative leaders Mihir Chanchani and Zenobia Pithawalla described the concept as reflecting a Gen Z mindset that embraces both hustle and leisure.
The Lakmé 9to5 Hya Beach Edit collection is now available on the brand’s official website, major online marketplaces and retail stores across India.
