MAM
Indians welcome eco globalisation & regional integration – TNS, WEF pan-Asian survey
NEW DELHI: The World Economic Forum’s (WEF) East Asia Economic Summit in Singapore opened last week to the backdrop of a survey carried out in ten Asian countries.
Commissioned by the WEF and conducted by leading global market information company TNS, the findings of the study reveal the views of Asians towards globalisation, economic liberalisation, open borders and Asia’s new generation of leaders.
Whilst more than half of Asians feel positively about the impact of economic globalisation and nearly three quarters want increased cooperation between Asian countries, an overwhelming majority are opposed to a free flow of workers within the region with an open border policy.
Indians reflect a similar outlook towards the impact of economic globalisation, like their other Asian counterparts. At the same time, a majority of respondents pointed to employment as a major concern and called on their next generation of leaders to prioritise job creation.
The survey suggests that Asia’s next generation of leaders have a lot to live up to. In addition to economic reform and development, they will need to focus on ending corruption and introducing more democracy. However, they will not be without support – 40 per cent of respondents said they were willing to pay higher taxes to stimulate faster development both in their own country and in the region.
Proportionally more respondents in India (72.2 per cent) are willing to pay taxes to stimulate faster development in both their own country as well as in other Asian countries. Indians also identified the ‘education system’ as the most necessary area of improvement, which governments should strive for.
The business community was also under the spotlight in the survey. Approximately half of the study’s respondents reported that they trust companies operating in their own countries expressing that corporations acted in the best interests of society – particularly, providing employment, which was perceived by the vast majority (86.2 per cent) as the main role of the corporate sector in society. However, in India, “To be innovative and make advancements” is thought to be the main role of companies in a society, followed closely, by its foremost role “To provide employment.”
Other key findings include:
* Respondents from the Philippines felt, more than any other country, that globalization had negatively affected their lives (28.4%).
* In Hong Kong, with the lowest rate of corporate tax in the region, respondents ranked “pay tax” as the primary function of business in society.
* Proportionally more respondents in India (72.2 per cent) than in Singapore (25.2 per cent) are willing to pay taxes to speed up development in the region.
Commenting on the findings, World Economic Forum Director for Asia Frank-Jürgen Richter said, “The study adds a new dimension to the Summit’s discussions by indicating the relevance of our programme – on regional integration, the challenges of globalisation and the role of business in society.”
TNS Regional Director for North Asia David Richardson added, “We are honoured to be associated with the World Economic Forum and applaud its efforts to explore new angles of cooperation. We hope that the findings from this survey will provide some support to this.”
The World Economic Forum held its 12th East Asia Economic Summit in Singapore from 12 to 14 October. This year 800 participants from 32 countries came together for discussions and decision-making on the Summit’s theme “Asia’ Future: Recapturing Dynamism.”
MAM
Joy Personal Care rolls out Ubtan Face Wash TVC with Shah Rukh Khan
New film pairs star power with simple skincare pitch for summer glow
MUMBAI: Joy Personal Care has unveiled a new television commercial for its Ubtan Face Wash, bringing together Shah Rukh Khan and Sanya Malhotra in a light-hearted campaign aimed at simplifying everyday skincare choices.
The film, which marks the product’s television debut, is set in a retail environment where Malhotra is seen navigating a shelf full of options before Khan steps in with his trademark charm to offer a fuss-free solution. The narrative leans on humour and relatability, turning a routine purchase into a playful exchange.
At its core, the campaign promotes the brand’s ubtan-based formulation, which blends traditional ingredients such as turmeric, saffron and sandalwood to address common summer concerns like tanning and dullness. The messaging keeps things simple, positioning the product as an easy addition to daily routines rather than a complicated skincare step.
RSH Global co-founder and chairman Sunil Agarwal said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. Consumers today are looking for solutions that deliver visible results while remaining easy to incorporate into daily routines.”
Echoing the consumer-first approach, RSH Global chief marketing officer Poulomi Roy said, “Through this campaign, we have brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra add relatability and charm, helping the product connect more strongly with audiences.”
Sharing his experience, Shah Rukh Khan said the campaign stood out for its simplicity and everyday appeal, while Sanya Malhotra highlighted the natural chemistry and playful tone of the shoot.
The campaign will be amplified across television, digital and social platforms, signalling a wider push as the brand looks to strengthen its position in the competitive face wash segment.
Part of RSH Global, Joy Personal Care continues to build visibility through celebrity-led campaigns and sports partnerships, including associations with Kolkata Knight Riders, Delhi Capitals and Gujarat Giants.
With familiar faces, a breezy storyline and a focus on everyday concerns, the latest campaign keeps things straightforward. In a crowded skincare aisle, sometimes the easiest answer is also the most effective one.
