Euro RSCG’s ‘Bunty Syndrome’, a study of emerging small towns in India has found that consumers from the Tier 2 cities of India were the actual trend setters in the country. Suman Srivastava, CEO, Euro RSCG India, said, “Contrary to the popular belief, it is not the urban Indian who drives trends, but the long ignored Buntys and Bablis who are on the move. There is a sense of urgency, excitement and confidence as they race ahead. Marketers and their agencies cannot afford to ignore them – they are the future market – not just of India but the world.”
The Bunty Syndrome study was done across 12 Tier two cities with the objective of understanding whether the “remixed generation” was still restricted only to the Top 8 cities or whether it extended to Tier 2 cities as well.
David Jones, Global CEO, Euro RSCG, said, “The Prosumer Pulse is an extremely powerful tool which provides us with in-depth knowledge of the proactive, information empowered, influential consumers, whose behaviour enables us to market client’s brands based not on what has worked in the past, but what will work in the future.”
Euro RSCG’s patented Prosumer Algorithm helps identify consumer trends 6-18 months in advance and has been used with great success to build many global brands.
Srivastava explained that India was the fastest growing country in the Asia Pacific, and that the trends started from cities such as Ranchi and Ludhiana, and not from the pubs of South Mumbai. He cited several examples such as that of an ordinary guy from Ranchi becoming the captain of the Indian cricket team and winning the Twenty20 World Cup. “Dhoni being the big youth icon, all the Buntys and Bablis identify with Dhoni,” he said.
The study of youth aged 15-30 years across SEC A and B was undertaken in Ludhiana, Chandigarh, Kanpur, Patna, Jaipur, Surat, Nagpur, Vijayawada, Mangalore, Kochi, Coimbatore and Madurai.
The new Prosumer, as Euro RSCG puts it, is a hard worker, spends prudently, and is a great believer in the Indian success story. Srivastav further said that the Prosumer was a person who believed in real friends and not the online ones, he was very much a fitness conscious person who believed less in the joint family system, and who liked to choose his / her partner and still stay connected with the family.
“The Prosumers are more curious, they look for information on the Web, and there are always people around him who influence their decisions. The important thing in our study is that 20-25 per cent of consumers are now turning into Prosumers, and we are looking forwards to tap them for our clients,” said Srivastava.
“The Bunty study is another example of Euro RSCG’s commitment to identifying consumer trends in their infancy in order for our network and our clients to get to the future first,” said Jones, asserting, “It is our deep understanding of consumers and markets that sets us apart from the competition and drives profitable growth for us and our clients. The future is bright for Euro RSCG India.”