LSN : Daily Signals : Stat: Wealth inequality in India surpasses British colonial era levels amid billionaire boom

Andrex demystifies ‘office poo’ anxiety in new satirical campaign

Get Comfortable by Andrex, UK

UK – Toilet roll specialist Andrex, in collaboration with FCB London and director Andreas Nilsson, is spearheading a bold campaign entitled Get Comfortable aimed at normalising discussions about going to the bathroom. The initiative challenges Britons’ reluctance to acknowledge openly the everyday use of the toilet.

The campaign's flagship ad, First Office Poo, opens with a humorous yet relatable scene and ends with a triumphant walk to the restroom, breaking the stigma associated with bathroom visits. Avoiding clichéd advertising tropes, the campaign celebrates authenticity and encourages individuals to embrace their natural needs.

The two short films and outdoor campaign were informed by research carried out by Andrex that found that around 50% of people were too shy to poo at work or at a romantic partner’s house, and 41% were afraid of pooing at their in-laws. Partnering with Bowel Cancer UK and ITV, the campaign aligns with Bowel Cancer Awareness Month, underscoring its commitment to broader health awareness.

'The first form of humour that children learn is toilet humour,' FCB London chief strategy officer Ben Jaffé told Little Black Book. 'Toilet humour is generally born out of a means to deal with anxiety. But if you twist it and apply it in a way that helps you disarm without masking, then it's a smart move. It's actually playing into the positive codes of British society to address their own issues.'

For more insights on advertising, head to our Design section.

Strategic opportunity

Don't shy away from leveraging unconventional or taboo topics in your branding and marketing strategies. This might involve identifying areas where there's societal discomfort and finding ways to address them authentically

New Terra AI compass revolutionises phone-free walks

TERRA by Modem and Panter&Tourron, UK

The Netherlands, Switzerland – Terra, a ground-breaking innovation by Dutch design studio Modem Works and Swiss design agency Panter & Tourron, offers a unique solution for individuals seeking phone-free walks. This pocket-sized device utilises artificial intelligence and haptic feedback to guide users along routes, eliminating the need for constant smartphone reliance.

Unlike traditional electronic gadgets, Terra boasts a rugged aesthetic inspired by the gorpcore trend, blending outdoor recreation gear with technology. Manufacturable via 3D printing and open-source, Terra represents a departure from sleek tech designs, embracing a more organic and tactile approach.

Founder Stefano Panterotto emphasises Terra's role in fostering mindful connections with surroundings, especially in today's smartphone-dominated world. With its minimal interface and gentle vibrations, Terra provides unobtrusive guidance, reminiscent of the magical devices seen in fictional films like Jumanji.

Users can select routes, such as a leisurely stroll through Paris or an architectural tour in Kyoto, enhancing their walking experiences without digital distractions. Terra's innovative design, drawing inspiration from stress-reducing objects like worry stones, offers a refreshing departure from conventional technology. As revealed in Quiet Mode, as people seek quiet, this technology empowers them to immerse themselves fully in their surroundings without distractions.

Strategic opportunity

As consumers increasingly prioritise tech-free time, consider how you can encourage connection between them and your brand. For example, can you integrate down time or silent mode features into your products?

Nissin launches ramen-free 'all-you-can-eat mystery meat’ product

Japan – Nissin, the brand behind Cup Noodles, has launched an ‘all-you-can-eat mystery meat’ product.

Mystery meat (seasoned pork mince) has been a fan favourite since Cup Noodle launched in 1971. Responding to customer demand, Nissin will now sell a ramen-free product offering 200g of the signature Cup Noodle ‘mystery meat’ – the equivalent of 47 Cup Noodle servings.

Alongside the product launch, Nissin has introduced a dedicated webpage offering recipe inspiration for mystery meat, including kimchi rice bowls and stuffed peppers.

Priced at £3.40 (¥ 650, $4.30, €3.96) per box, the product will be sold in Japan.

In our Frivolous Foods design direction report, we unpacked how brands are abandoning scientific and sterile imagery for a more optimistic and fun approach to food that provides escapism and relief. Nissin’s Mystery Meat rewards Cup Noodles’ most loyal consumers with an affordable novelty product that evidences the brand is listening to its community.

Nissin, Japan

Strategic opportunity

Make your highly-engaged customers feel valued and heard by putting highly requested product or flavour variations into production, even if it is for a limited time or market only

Stat: Wealth inequality in India surpasses British colonial era levels amid billionaire boom

Diet Paratha for Vogue India. Photography by Rishi Raj, India

India – A March 2024 study from the World Inequality Lab has unveiled a worrying reality behind India's billionaire surge. Records reveal that during the peak of income inequality in India, during the British colonial period from the 1930s until India gained independence in 1947, the top 1% controlled approximately 20% of the nation's total income. In 2024, the top 1% now commands 22.6% of the country's income.

The study also sheds light on the cost of living crisis and rising inflation faced by millions of Indians, which have been exacerbated by widening income inequality.

India's income inequality ranks among the highest globally, along with the US, Brazil and South Africa. The study highlights the staggering rise in the number of Indian billionaires: it is peaking at 271, with a significant surge of 94 new billionaires in 2023 alone. The accumulation of wealth by a small circle of people currently totals nearly £790bn ($1 trillion, €930bn) or 7% of global wealth.

In our State of Luxury: India report we tracked India’s rising number of ultra high-net-worth individuals and how businesses can attract these consumers.

Strategic opportunity

The luxury industry should consider adapting products and marketing strategies to resonate with Indian culture and aesthetics to enhance their appeal to the rising number of Indian billionaires. This might involve incorporating traditional motifs, materials or craftsmanship into product designs, as well as featuring Indian celebrities and influencers in campaigns