"Youth today has no time to experiment what does not relate to them"
The youth today is quick, instinctive, energetic & impulsive. One needs to be very quick to adapt to the changing preferences & responses, say experts
Published - Dec 20, 2013 8:49 AM Updated: Dec 20, 2013 8:49 AM
To taste success, one does not have to wait long; you just have to strike the right chord. The youth is cool, hip, energetic, focused and has no time to waste. To tap them, marketers need to pull up their socks.
“Whatever your field or profession is, you need to know the pulse of the audience and the path of success will follow. I just play the mind of the young audience and adapt swiftly if the crowd does not like a particular kind of music,” said Ribhu Mehra, popularly known as DJ Ribz.
Youth today is all about being yourself and achieving what one really desires. Ajay Chaturvedi, Chairman, HarVa World left his hefty salary at Citibank to start HarVa because he connected well with the issue. HarVa is first-of-its-kind BPO in rural India that employs only women. To gain support for this cause, they have an active social media presence. He believes that the best part of the young audience today is that they are very much reachable. “We love to connect through social networking websites, especially our Facebook page, as we get quick responses and results,” he said.
As this generation declares that it doesn’t want to wait for anything, marketers will have to keep up the pace and deliver exactly what the demand is. Youth today has no time to experiment what does not relate to them.
“The youth today is quick, instinctive, energetic and impulsive. One needs to be very quick to adapt to the changing preferences and responses,” said Anisha Iyer, Head Solutions, Madhouse India, GroupM.
According to Ajachi Anthwal, Founder & CEO, The Fashion Woods, “A remix to everything works today. Do you think a remix of religious mantras will work with today’s generation?” To this, Ribhu replied that the Indian audience is not yet ready to experiment as far as such touchy issues are concerned.
The experts expressed their views at the third edition of the Pitch Youth Marketing Summit & Awards 2013, held in Delhi on December 18. The panel discussion was moderated by Ajachi Anthwal, Founder & CEO, The Fashion Woods.
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