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Youth is no more an audience, they are a mindset, say experts

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Youth is no more an audience, they are a mindset, say experts

Is experiential marketing the only mantra for marketers to break through the clutter and attract the young consumers? According to top brand leaders, experiential marketing is undeniably the next big thing.

Amol Dhillon, VP, Strategy and Planning, Woodland felt that the brand connected best with the youth through associations with adventure sports. “Youth today is actually the stakeholder of a company. The way Coke has created a mind space in the lives of the consumers is impressive. If I ask my kids what music they love, the answer is Coke Studio. So, Coke has entered their lives in a way where it has touched them at a very different level and given them a reason to connect,” said Dhillon.

He added, “Today, youth is only looking at how a brand gets them to experience what they love. Brands need to enforce and reinforce what they want to communicate clearly every time they want to make a mark.”

Though India’s journey to the crest of experiential marketing is a long one, it has huge potential as people here believe in living dreams. Holiday is one sector that clearly understands the fact that it is all about experiences and creating memories. Henneli Slabber, Country Head, South African Tourism believes she is in a business that has to sell experiences, and for that, India has been the chairperson of the experiential marketing.

Dev Amritesh, President and COO, Dunkin Donuts India, observed, “Youth is the elder one today. The youth today is a set of people who see brands in a more mature way. We see a change – the emotional maturity of a 25-year old is more than the maturity of a 40-year old. So, youth experiences have to be more evolved and more layered.”

The speakers shared their views at the Pitch Youth Marketing Summit & Awards, 2013, held in Delhi on December 18.



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