Elly Lau is a Behavioural Analyst at Canvas8. With a degree in sociology and Japanese studies from the National University of Singapore, she operates at the intersections of cultural insight, strategy and storytelling. Armed with a uniquely APAC perspective, Elly has conducted research on DIY media in Singapore and East Asian art history. She also writes a music criticism newsletter in her spare time and is a lifelong defender of fangirl culture.

People want their identities to be reflected in mainstream culture

Collective Equity

People expect brands to rise to society’s challenges

Shared Values

India

Body care

Advertising

Community and grassroots

Beauty providers

Body grooming brand Bombae has launched a campaign that aims to dispel taboos around body hair. As body positivity discourse enters the mainstream in India, people are gravitating towards brands that champion body acceptance in ways that recognise cultural nuances around beauty standards.