Every third person in an Indian city today is a youth, as per an industry study. In around seven years, the median individual in India will be 29 years, very likely a city-dweller, making it the youngest country in the world.
With this evolving young population, the communication business is becoming tougher. Today, brands cannot neglect the value addition that this section of the society will bring in. According Aditya Swamy, EVP and Business Head, MTV India, when it comes to dealing with youth marketing, micro segmentation is a must.
Having said this, dealing with this section of the society is a tough game, Swamy added. He is of the opinion that in youth marketing, constant learning is important. “Treat criticism in the right spirit and use it as a platform of engagement. As a youth brand, honesty and care are the two filters that we use to address the young blood,” he further said.
Swamy shared his views at a round table on ‘What Youth Want’, organised by IMPACT magazine.
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