UTV Bindass, in association with Ormax Media, conducted the first edition of its initiative to connect youth with marketers. The first vertical that Bindass had addressed was Telecom and a number of more such activities will be organised in the near future.
Commenting on the success of the event to exchange4media, Keith Alphonso, Business Head, UTV Bindass, said, “I believe it was a good platform to connect youth with young brands. Some of the information, observation and trends emerging out of this exercise will be submitted to Ormax Media. In a way, this exercise was a qualitative analysis of what youth think about the telecom and mobile brands.”
The TG also submitted a comprehensive social media marketing campaign plan to major telecom operators and mobile handset manufacturers such as Reliance, Samsung, Onida, Blackberry, MTS, Vodafone, Idea Cellular and Carbonn Mobiles.
Alphonso believed that it was a new initiative for the marketers as well as for UTV Bindass. He said, “The good part is people asked what they wanted. There was one person asking about GPS devices, which has got nothing to do with the mobile. The good part is we have got captive engagement with 20 young members. We have structured a couple of interesting games because we want to understand the trends.”
Ormax Media, which conducted the exercise of including and bringing together a select group of youth, is also a key player in qualitative research for Indian broadcasting industry. The event laid a platform for marketers to connect with youth, which are an important TG of the telecom operators and mobile handset manufacturers. “We knew some things about the youth, but this event was like confirmation of what is going on in the youth’s world right now. Although the entire event is focused on mobile phones, I believe people are going from mobile phones to other screens like tablets. I think we can incorporate that in later events,” said Chitrang Dalal, Manager – Insights, Reliance Industries.
Underlining some of the observations of the consumption behaviour of youth, Shekhar Banerjee, General Manager, Madison Media, explained, “The habit of writing is vanishing, which is one of the biggest behavioural changes we have picked up from today’s event. The habit of writing things is slowly fading out. It is more texting and typing. They are not actually using pens. They have moved from pen to keyboards. We would have loved it more if it was in their environment, maybe a day out with them somewhere, where they like to hang out, they would have opened up much more.”
The first workshop included around 20 youngsters and 15-20 members from the marketer and trade community. The top findings from the interaction would be compiled in a report that Bindass will share with industry stakeholders. More such workshops will be conducted by UTV Bindass to get a sense of a qualitative behaviour of the young. “We can’t say how frequent such events will be, but the next themes would be around relationship between food, apparel and FMCG and youth,” elaborated Alphonso.