A Pantene shampoo ad in China claimed that it strengthened hair by 50 percent. A skeptical consumer asked the company to prove the claim in the court.

This and more findings from the survey, Eye on Asia, conducted by Grey Worldwide and research firm Millward Brown, map the changing relationship of Asians with the world of advertising.

"There is a desire to see honest claims in communication. So, a pen ad that says it will keep running evokes an incredulous reaction," points out Naresh Gupta, national head planning, Grey Worldwide.

Brands that promise a positive change whether it is rejuvenating the skin or one’s life, is also taken with a pinch of salt.

Another statement Asians seem to be making is the need for self-regulation in advertising. Seventy-seven percent of the respondents call for regulations on advertising and marketing.

Indians and Indonesians, for example, are concerned about vulgarity in ads. Such depictions could induce criminality or moral corruption among youth suggests the survey.

Undergarment ads, for instance, make Indian viewers uncomfortable. VIP’s panty ad, where the panty flies to meet a brief and the Rupa ad, where the male model is assaulted by a group of women evoke a negative reaction.

Condoms and sanitary napkin ads also trouble the Indian sensibility. Better if they are not shown during family viewing time, respondents appeal.

Quite unexpectedly, there is an issue with excessive use of celebrity for products such as Pepsi or Coke. "These ads trigger a craving in kids that makes mothers uncomfortable," Gupta infers. However, the Manno bhabhi character in the Coke ad has found many fans.

In Beijing and Shanghai, 86 percent of the respondents believe advertising is always overselling. Some respondents, particularly Thais, believe advertising is insulting to certain cultural and religious groups. So here’s a warning: global and local advertisers need to rethink self-regulation in the context of cultural and moral sensitivities.

Such concerns among Asians do not mean that they do not enjoy advertising, they certainly do.

The fact is, says Gupta, marketing and advertising plays an important role in the lives of Asians everyday providing the intrinsic joy of creativity and stimulating people’s aspirations and pleasure. Well executed, humorous and action-oriented ads excite people.

In terms of what qualifies as good advertising, respondents identify trust, ease and innovation as the building blocks of a great brand.

For example, bulk of the consumers, that is, 91 percent say innovation is critical for a great brand. However, engaging the consumer is equally important for effective communication.

The study reveals that brands are not build by communicating features and benefits but through connecting with people’s views of themselves. Interestingly, the disconnection was strongest in Japan where people feel they are being ‘talked at’ rather than engaged. Cleary Asians are saying that marketers whose brands will smartly empower them will win.

And, here are some communication drivers to win the hearts of Asians: Creating faith, symbolism is hardworking, values and ethics, generosity of spirit, the desire for new, the stress of modernity, make it easy the clever way.

The Eye on Asia surveyed 4,400 Asian adults age 18+ across 12 countries