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 are constructing meaningful collectives 

World Builders

People want their identities to be reflected in mainstream culture

Collective Equity

People are looking for belonging in exclusivity 

Insider Status

India

Gaming

Community and grassroots

Media and Entertainment

Citizenship

has dropped an ad campaign that highlights local gaming trends. No longer viewed as a siloed form of entertainment, gaming has become an integral part of Indian culture, and brands can unlock its ability to bring people together in larger-than-life ways.

BGMI: winning over the Indian gaming community

What’s behind India’s gaming boom?