MAM
Modi effect: India’s economic confidence upbeat, reports Ipsos
MUMBAI: The Lok Sabha elections of 2014 were won on the promise of ‘achhe din aane wale hai’ (good days are going to come).
And riding on that hope, Indians are very confident that Narendra Modi-led NDA government will carry on making progress on its domestic reforms agenda and encourage investments that will trigger economic growth and create more jobs.
With more than seven in 10 (71 per cent) people expecting that the economy in their local area will be stronger in next six months, makes India the most optimistic country in the world.
Indians have emerged as the second most confident people about their economy globally by end of 2014. This is on account of falling inflation due to lower oil prices, government’s commitment to contain fiscal deficit, promote investment and economic development, according to a report by global research firm Ipsos.
According to the ‘Ipsos Economic Pulse of the World’ study, India’s economic confidence level has shot up to 81 per cent in December 2014, a very significant rise of 29 points over the past 12 months.
More than half, 53 per cent Indians believe that the local economy, which impacts their personal finance is good. “The repo interest rate cut by RBI on Thursday from 8 per cent to 7.75 per cent is expected to boost economic confidence and add further momentum to economic growth,” said Ipsos India managing director Amit Adarkar.
“The decision was primarily guided by dip in inflation, a sharp fall in global crude prices and expectations that the government would be doing enough to keep the fiscal deficit in check,” he added.
The online Ipsos Economic Pulse of the World survey was conducted in November 2014 among 19,152 people in 24 countries.
The clear winners in economic confidence recovery over the past 12 months in 2014 include India (+29), Great Britain (+19), China (+17), Russia (+12, but with a precipitous slide over the past four months (-18)), Poland (+11), United States (+11), Spain (+10) and Saudi Arabia (+5). The clear losers include Brazil (-11), South Korea (-11), and Argentina (-7).
Those countries with marginal positive movement include Belgium (+2), Italy (+2), Egypt (+1), France (+1), Germany (+1), Hungary (+1) and Mexico (+1). Countries on positive watch include China (although it may have peaked), Great Britain, Poland, Spain and the United States.
Those countries with marginal negative movement include Canada (-1), South Africa (-1), and Turkey (-2). Countries on negative watch include Argentina, Belgium, Brazil and Sweden.
After showing slight improvement in November 2014, the average global economic assessment of national economies surveyed in 24 countries is down one point as 40 per cent of global citizen’s rate their national economies to be ‘good’.
Despite two point decline, Saudi Arabia (85 per cent) remains at the top of the national economic assessment in December 2014, followed by India (81 per cent), China (78 per cent), Germany (74 per cent), Canada (67 per cent) and Sweden (67 per cent). At the other end of the assessment, only a small minority rate their national economy as good in France (6 per cent), followed by Italy (8 per cent), Spain (10 per cent), South Korea (11 per cent), Hungary (13 per cent) and Romania (16 per cent).
Gaining momentum since last sounding, China (63 per cent) takes the lead in the local economy assessment ratings, which impacts people’s personal finance, followed by Saudi Arabia (61 per cent), India (53 per cent), Germany (52 per cent), Canada (47 per cent), Sweden (47 per cent) and Australia (40 per cent). Only one in ten (9 per cent) in Spain agree that the state of the current economy in their local area is ‘good’, followed by Italy (10 per cent), Japan (10 per cent), Romania (10 per cent), France (12 per cent), South Korea (13 per cent) and Hungary (14 per cent).
Once again, India (71 per cent) holds the lead in the future outlook assessment rating. The rest of the highest-ranking countries are: Brazil (58 per cent), China (53 per cent), Saudi Arabia (50 per cent), Egypt (46 per cent), Argentina (34 per cent) and Mexico (31 per cent). The lowest-ranking country this month is France (4 per cent), followed by Italy (9 per cent), Japan (10 per cent), Belgium (11 per cent), Hungary (11 per cent), South Korea (11 per cent) and Germany (15 per cent).
Brands
KFC turns tea time into dunk time with Khushi and Orry
Dunked range campaign mixes gossip, friendship and extra sauce.
MUMBAI: When the tea is hot and the chicken is hotter, you know it is going to be a night in. KFC has unveiled a new campaign for its all-new Dunked range, enlisting Bollywood’s favourite BFF duo Khushi Kapoor and Orry for a reel that serves sass with a side of sauce.
The video plays out like a familiar Gen Z script. A party is ditched after Orry’s swollen face becomes the evening’s plot twist. Instead of flashing lights and crowded dance floors, the duo opts for a cosy night in. Khushi proposes a New Year resolution to simply stay home more often. Orry counters with a more ambitious goal shedding his “gossip aunty” reputation, a claim that earns him a sceptical look.
Naturally, restraint does not last long. Before Khushi can finish her sentence, Orry launches into animated storytelling mode. Celebrity break-ups, DM drama, influencers on diets, the tea flows freely, and so does the dunking. Between bites and banter, KFC’s Dunked range becomes the unofficial third wheel, anchoring the conversation in indulgence.
The campaign cleverly mirrors product and persona. Just as the Dunked range promises bold flavours and generous sauce, the reel leans into exaggerated expressions, playful tension and friendship dynamics that feel instantly shareable. The storytelling is fast, cheeky and built for scroll culture.
By tapping into pop-culture references and the easy chemistry between the two personalities, KFC positions its Dunked range as the perfect partner for laid-back evenings where gossip is plentiful, resolutions are flexible and the sauce is unapologetically extra.
The campaign is now live across KFC’s digital platforms, targeting younger audiences who see food not just as a meal, but as a mood.
Because sometimes, the best parties are the ones you skip, especially when the tea is this juicy.
