Purpose-driven marketing is the flavour of the season: Navin Shenoy
At the launch of MTV's Mera Bharat Amazeballs report, Shenoy, Head Of Marketing at Viacom18, explains why it’s important to keep pace with the changing attitudes, concerns and hopes of the youth
MTV Insights Studio unveiled an extensive study – Mera Bharat Amazeballs – which offered an insight into the mindset and behaviour of India’s youth. The study focuses on the changing mindsets of Indian youth, who are resolute to make India great again. The study also draws insights from over 25,000 + youngsters across 400+ towns, dishing out the latest youth trends for over a decade.
The report highlights youth’s belief in a new India, which is full of opportunities and progress and is in alignment with their world view.
From 78 per cent of young people placing more importance on family over career to 83 per cent preferring to work in their hometowns, the findings of the case study were drawn from 25,000 + youngsters across 400+ cities between the ages of 15 and 25 years. The report focused on five key themes: ‘Make India Great Again’, ‘Bharat = India’, ‘Girl on Top’, ‘Thank God It's Family’ and ‘I am Who I am’.
Speaking about the report and insights, Viacom18, Youth, Music and English Entertainment, Head of Marketing - Navin Shenoy said, “We see ourselves as India's number one youth platform. It is imperative that we keep reinventing ourselves based on real information on the ground about young people's attitudes, concerns, and hopes.”
Speaking about the B2B perspective, Shenoy shared that the insights are important if one looks from the B2B lenses because when a marketer sees the report and findings, they believe that MTV understands youth better than anybody else. “From our own business perspective, yes, the study is good for shows and brands,” he asserted.
One of the findings of the report highlights their values, goals, ambitions and anxieties, the report further encapsulates how ‘armchair’ activism is no longer in the Indian youth glossary.
Over the last few years, a whopping 81 per cent of millennials have actively participated in local activities like beach clean-ups, tree plantation drives, carpools and even government-driven initiatives like Swachh Bharat Abhiyaan. In view of the cases in Unnao and Kathua, 79 per cent of youth feel that the safety of women is still not given enough importance in the country.
“For instance, Roadies is our flagship show on MTV. It's been around for over a decade and a half but this next edition, because we figured out that young people are very action-oriented and they want change to happen around them is the reason this year's theme on Roadies, called Roadies Revolution. That's one way to use the report, which is an existing flagship show, which has been around for a long time. How do you repurpose and base this new insight?”
He further explained and gave an example of MTV’s Hustle- India’s first hip hop reality show. “We discovered that people were talking about talent being the new sexy. Also, hip-hop is slightly different from the typical Bollywood music that young people consume. Hip-hop seems to be more poetry than classically trained singing, so the entry barrier is not so high. If you write really well, you might be able to get away with rapping on your own. The part of that insight and understanding led to the launch of India's first hip hop reality show which has been a major success.”
Speaking on the report’s insight and its impact on consumer industries, Shenoy said that for marketers, this is mostly a non-category study. There's no category depth as such other than if it comes naturally, like young girls believing that high-value categories they have seen, like durables that come about from examining the plight of women in the country. Marketers ask us about very category-specific stuff we can't answer but if they asked us should I target women? and those are things that we can tell them and we can tell them the variations by type of markets.”
On targeting clients with this report, Shenoy said, “We approach everyone. Purpose-driven marketing is really the flavour of the season. Also, young people seem to want to get after brands which believe in something. A lot of brands are having conversations or trying to understand young people. And with the help of these insights, we can help brands to understand the youth better.”
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