Home >> Marketing >> Article

Youth is not just a segment any more…

01-February-2011
Font Size   16
Youth is not just a segment any more…

Can youth be categorised as a specific demography? When for some, youth marketing is more about targeting a mindset, is age the right classification?

For K Ramakrishna, President, Marketing, Café Coffee Day, youth is not a segment anymore. He stated, “I don’t like to define youth by demographics. Youth in 70s was the ‘I, me, us’ generation; in 80s, it became ‘I am what I am’ and post 90s, it has turned out to be ‘I am myself’ generation. Today, we are talking to people who want to be themselves. One basic element of youth is their confidence and if we could measure it, there would be a hundred-fold jump today.”

Ravi Dixit, Network Research Head, UTV Global Broadcasting, confessed that communicating with the youth was complex. He said, “For the last six weeks in a row UTV Bindass is No.1. The 17-21 age group is our TG, and we have integrated words like ‘Jugad’, ‘Jhol, in the programming content and it has clicked.” Citing an example, he said, “Emotional Attyachar’ is not just what we see – it is a learning too. We get an insight on how to deal with break-ups, what are the differences and if there’s a generation gap. It is not just about fearless fun but there could be a lot of learning to be taken away from it. That’s the key driver. If they are cross-communicating without a lot of depth, it is working.”

While, Dheeraj Sinha, Chief Strategy Officer, Bates 141, pitched the idea of ‘Brave Marketing’ and said, “Building brands go by the image. For example, if a guy has piercings and accessories on him, he is supposedly a cool person who likes to listen to music but here’s a person who doesn’t appear like that and yet he could also be cool and likes listening to music. So we have to have ‘Brave Marketing’ in which we can’t afford to play safe. Youth doesn’t learn through manuals, they learn through experiments.”

Youth brands have to let go of fear of failure as the young audience is willing to forgive you. Today’s generation is born with a silver spoon and are looking for way of twisting traditional advertising. Lara Balsara, Executive Director, Madison World, questioned how a channel like UTV Bindass tried to reach out to a wider audience. Dixit informed, “We go on-ground to understand youth and are balanced in our approach. There still are restrictions in the society where there is okay to go out with family late night but not with friends and as we move towards rural areas these differences stare in your face.”

How does brand like Café Coffee Day engages the youth, Balsara asked Ramakrishna. He replied, “We never have had money to go on television,” he light-heartedly remarked, adding “For instance, in social media space, we apply the rule of co-creation. We recently did a survey where we asked people if chocolate fantasy was to be made better, how it should be. We gave them options like health oriented etc. but the answer was unanimous – they wanted more chocolate in it. This way it the medium is leveraged and the brand is driven the way we want it to be driven.”

Café Coffee Day hasn’t advertised on television medium, and hence it was more to do with activations wherein a celebrity is involved. “We have occasions when they want to promote their movies and they look for us. Movies like ‘Love Aaj Kal’ have co-branded with us and when the celeb comes to our joints, it generates walk-ins.”

Ramakrishnan, Sinha, Dixit and Lara Balsara were speaking at e4m Youth Marketing Summit, presented by UTV Bindass, in association with Mudra Concrea and Tuborg Strong.
 

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

In the same week, in BARC's Top 10 Advertisers FMCG brand Hindustan Lever continued to reign the category

Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India.

Ali Hussein talks about the platform's consumer engagement strategy, relationships with telco-partners and what made the 40-year-old film company want to march in the OTT space