MAM
72 per cent urban Indians happy in Circa 2023: Ipsos India happiness report
Mumbai: 20 March marks the UN’s International Day of Happiness with the theme of 2024 being “Reconnecting for Happiness: Building Resilient Communities.” It’s also the day when Ipsos, a global market research company releases its Ipsos India annual Happiness Report which deep dives into 12 months of a rigorous study to emerge with the true indicators of happiness for 2023.
Overall, in Circa 2023, 72 per cent per cent Indians claimed to be happy. While the Indians are most happy with family (73 per cent), deeper analyses reveal that personal finance and health are the top influencers of our happiness.
Ipsos experts ran a regression analysis on the 12 months of happiness data and the derived analysis provided a more nuanced view about what influences happiness and what contributes to happiness. The analysis further revealed that health and personal finances were the biggest influencers to Happiness for Indians. Family, which we are most happy about, was placed third in the pecking order of the importance hierarchy – far lower in influence as compared to health and personal finances.
The analysis also revealed, Indians have higher expectations on the financial front. So, while it was an important influencer, the current happiness score of personal finances was much lower, at 55 per cent.
Interestingly, on the professional front, work and career was seen to play a more significant role in terms of how it affects their finances. The actual work and colleagues had lesser impact on overall happiness.
“Indians are happy in their own ‘personal bubble’. Their attention is more inward-driven, rather than the external situation of the country and the world. The report captured variations across life stage, location and gender of the individual. For instance, for men, health and personal finances were equal influencers, while for women, health was clearly ahead as a driver to be happy. For those living in metros, health was a bigger influencer than for those in non-metros. An age-wise analysis also revealed the shift in what makes individuals happy – health overtakes finances for those older than 46 years, as compared to the younger generation (where both health and personal finances were equally important),” stated Ipsos India group service line leader, public affairs, corporate reputation, ESG & CSR Parijat Chakraborty.
The report, first of its kind in India, is based on the twelve-month data for 2023 from the Ipsos IndiaBus monthly Happiness Monitor. Ipsos IndiaBus is an urban India omnibus, fielded among 2200+ respondents per month from NCCS A, B, and C households, covering adult males/ females across all four zones in the country. The survey is conducted across 16 cities – a mix of metros, tier 1, tier 2, and tier 3 towns, providing a robust and representative view of urban Indians.
Access full report here:
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
