MAM
Govt comes up tops in trust among all institutions; 69% Indians trust govt with personal data: World Economic Forum-Ipsos Global Citizen & Data Privacy Survey
MUMBAI: Indians trust the Govt most with their personal data, among all institutions. 69 per cent of Indians polled claim they trust the Union govt with their personal data and are confident that it will be put to the right use and not misused.
How about the other institutions?
Majority of Indians trust Health Providers (67%), Financial Services Companies (67%), Shipping & Delivery Services (61%), Local and Regional authorities (61%), Telecommunication Companies (56%), Retailers Selling Goods & Services (55%), Search & Social Media Sites (53%); Media Companies and Foreign governments are relatively lower in trust at 46% and 48%, respectively, among Indians.
“Government’s several initiatives hold personal information about a citizen. The common man trusting the government most with Data Privacy and personal information underscores people’s trust that Government will protect it from all kinds of misuse and abuse. It is a big responsibility for the Government and everybody expects it to live up to that.” says Parijat Chakraborty, Head of Ipsos Public Affairs.
Interestingly, 47% Indians claim to be aware of the broad contours of the personal data being held by companies and for what purposes it is being used.
On the other hand, 45% Indians claim to be aware of the identity of national and local authorities, that have access to their personal data.
The survey christened Global Citizens & Data Privacy Survey unveiled at the annual meeting in Davos by World Economic Forum (WEF) in partnership with Ipsos was conducted in October and November 2018 among 18,813 adults from 26 countries using the Ipsos Global Advisor online platform. Full waves of the global tracking study will be conducted and reported twice a year.
Personal data and data privacy – how do Indians view it?
56% Indians strongly believe that they should be allowed to refuse companies from using their personal data – advocating complete refusal from providing personal information; 55% Indians want companies to reward or incentivize them for accessing their personal information; 58% Indians see merit in companies accessing personal data as they believe that the feedback is used constructively for improving products, services and information; 62% Indians feel that they have access to relevant products, services and information; 55% Indians feel they save time this way as companies have their personal information in their repository;50% Indians feel they will save money in terms of benefits; and 36% Indians feel they have no qualms about data privacy – it is in safe environs.
Personal Information – Dos and Don’ts
68% Indians want companies not to misuse their personal information by sharing or selling to other parties; 63% Indians are comfortable sharing information with companies they have dealt with in the past; 60% Indians want to share personal information only with companies with a squeaky clean image, that have never been involved in any breach, leak or fraudulent usage of data; for59% Indians, compensation for their personal information in terms of discounts or rewards, is key; and55% Indians want companies to be transparent to them about what they plan to do with the personal information gathered from them.
“The findings suggest that organizations can address fears from consumers by being transparent about what they do with their personal data, by offering guarantees of confidentiality, having a clean security record, or offering financial compensation. Years of intrusive and unsolicited communication from brands and the absolute dysfunctional DND ecosystem have contributed to this mistrust. It is high time the good brands take a note of it and walk-the-talk in respecting privacy rights.” Chakraborty added.
Want access to personal information? Indians want it their way!
55% Indians say they will provide personal information only to those companies that have products and services that cater to them – it should be complementing; 48% Indians want to be forewarned of the risks involved in providing personal information; 34% will be comfortable sharing personal information only if their information is put to good use and benefits them in customization; 32% want access to personal information to reflect in staff attentiveness and service; 27% expect access to personal information to reflect in more efficient navigation and functioning of website and app; 7% were undecided.
Methodology
These are the findings of an Ipsos Global Advisor survey on attitudes toward data privacy in partnership with the World Economic Forum. In total, 18,813 interviews were conducted October 26 – November 9, 2018 among adults aged 18-64 in the US and Canada, and adults aged 16-64 in all other countries.
The survey was conducted in 26 countries around the world via the Ipsos Online Panel system. The countries reporting herein are Argentina, Australia, Belgium, Brazil, Canada, Chile, China, France, Germany, Great Britain, Hungary, India, Italy, Japan, Malaysia, Mexico, Peru, Poland, Saudi Arabia, South Africa, South Korea, Russia, Spain, Sweden, Turkey and the United States of America. Note that some of the questions were not asked in all 26 countries.
Between 500 and 1000+ individuals participated on a country by country basis via the Ipsos Online Panel. The sample size is 1000+ in Australia, Brazil, Canada, France, Germany, Great Britain, Italy, Japan, Spain and the United Stated of America. In all other countries the sample size is 500+. The precision of Ipsos online polls is calculated using a credibility interval with a poll of 1,000 accurate to +/- 3.5 percentage points and of 500 accurate to +/- 5.0 percentage points. For more information on Ipsos’ use of credibility intervals, please visit the Ipsos website.
In countries where internet penetration is approximately 60% or higher the data output generally reflects the overall population. Of the 26 countries surveyed online, 16 yield results that are balanced to reflect the general population: Argentina, Australia, Belgium, Canada, France, Germany, Hungary, Italy, Japan, Poland, South Korea, Spain, Sweden, Great Britain and the United States. The 9 remaining countries surveyed – Brazil, Chile, China, India, Malaysia, Mexico, Peru, Russia, Saudi Arabia, South Africa and Turkey – have lower levels of internet connectivity and reflect online populations that tend to be more urban and have higher education/income than the general population.
Where results do not sum to 100, this may be due to computer rounding, multiple responses or the exclusion of don't knows or not stated responses.
Data are weighted to match the profile of the population.
Brands
Yes Madam taps Rajpal Yadav’s Chota Don nostalgia to power new digital campaign
Home salon platform ropes in Tanya Mittal as it bets on humour and pop culture to showcase trust and convenience
NOIDA: India’s fast-growing home salon platform Yes Madam is leaning on nostalgia and a dose of comic chaos to pitch its services. The brand has launched a new digital campaign starring Rajpal Yadav and influencer Tanya Mittal, reviving Yadav’s much-loved Chota Don character to underline the reliability of at-home beauty services.
The campaign marks Yes Madam’s first collaboration with Rajpal Yadav and revisits the quirky Chota Don persona made famous in the 2007 film Partner. Produced with Footloose Films, the film blends slapstick humour with a nostalgic callback to spotlight the platform’s promise of dependable, quality services delivered at home.
The storyline plays out like a miniature action comedy. Tanya Mittal finds herself surrounded by goons and calls for help, only for Rajpal Yadav to appear in full Chota Don mode, dispatching the attackers in his trademark comic style as Mittal cheers him on. The drama then flips abruptly to a calmer scene, with Mittal relaxing at home while enjoying a Yes Madam service and insisting the heroic episode really happened, even as posters of Chota Don decorate her house. The film ends with Yadav’s voiceover declaring that the incident may or may not have happened, but the trust and quality of Yes Madam’s services certainly have.
The collaboration also follows a broader show of support for Rajpal Yadav within the industry. In the growing wave of backing for the veteran actor, Mayank Arya, co-founder and chief executive of Yes Madam, publicly supported actor-producer Sonu Sood’s call for concrete help from the film industry and corporate brands. Arya took to the social media platform X urging companies to move beyond expressions of sympathy and instead offer tangible opportunities to the actor amid his ongoing legal and financial challenges.
He wrote, “Seconded @SonuSood. Even brands should come forward to help the great talent. @Rajpalofficial will also be a part of an ad film @_yesmadam! Have already aligned the team on it. #ComeBackStronger.”
Seconded @SonuSood. Even brands should come forward to help the the great talent.@Rajpalofficial will also be a part of an ad film @_yesmadam !
Have already aligned the team on it.#ComeBackStronger https://t.co/Q7qpJttLTs— Mayank Arya (@iammayankarya) February 11, 2026
Rajpal Yadav recently surrendered at Tihar Jail after the Delhi High Court rejected his plea seeking additional time to repay dues in a long-running cheque-bounce case. The actor had been accused in the case in 2018 after he was unable to repay a loan taken for a film project that failed at the box office. The court later ordered him to surrender after the dues remained unpaid.
The situation triggered a wave of support from several high-profile figures. Sonu Sood emerged as one of the most prominent voices, expressing solidarity and promising Yadav a role in his next film. Sood emphasised that industry support should be about dignity and real job opportunities rather than charity. Celebrities including Salman Khan, Ajay Devgn, Gurmeet Choudhary and Guru Randhawa have also publicly extended financial and professional support.
Before surrendering, Rajpal Yadav shared an emotional statement in which he spoke about feeling alone and unsupported, a remark that struck a chord with many in the industry. However, his brother later clarified that the actor would never have intended to suggest that he lacked support from colleagues or well-wishers.
Reflecting on the campaign, Mayank Arya said the film was designed to entertain while strengthening the brand’s message. “At Yes Madam, we have always believed in creating campaigns that connect with audiences in an engaging and memorable way. I had earlier spoken about the importance of extending meaningful opportunities to Rajpal Yadav, and we are glad to be the first brand to take that step forward with this collaboration. Through this film, we wanted to create a compelling narrative while also reinforcing the trust and reliability that customers associate with Yes Madam’s services,” Arya said.
Akanksha Vishnoi, co-founder, said the campaign leans on nostalgia to strike a chord with digital audiences. “Consumers today engage deeply with content that blends entertainment with relatability. With this campaign, we wanted to revisit a nostalgic moment while subtly reinforcing the convenience and reliability of at-home services. Rajpal Yadav’s Chota Don is an iconic character that instantly evokes nostalgia and humour, making it the perfect fit for this campaign. Tanya Mittal’s presence added a vibrant energy and helped us bring the vision of the campaign to life,” Vishnoi said.
Founded in 2016, Yes Madam offers salon and spa services at home through trained professionals using hygienic, single-use product formats. The platform now operates in more than 55 cities across India, pitching convenience, transparency and quality to a growing base of urban consumers.
The new campaign, rolling out across social media and video platforms, makes its pitch with a wink. The Chota Don rescue might be fiction, but the promise of a salon at your doorstep, the brand suggests, is the real deal.
