The DDB Mudramax Youth Pulse is your weekly insight into the minds of India's extremely diverse and continuously evolving urban young! We begin with looking into the sudden rise in the consumption of marijuana among those born after 1988 in metro cities and what it tells us about them as consumers, as trendsetters of modern society.

1. RISE OF THE GREEN TRIBE

2. FOLLOWING THE NORTH STAR

3. NIRVANA

4. HANGING WITH THE COOLEST
PEOPLE AROUND

5. NOT A DRUG

6. DRIVING STONED

7. SCENE SORTED IN fifty BUCKS

8. SH IVA SMOKED TOO

9. Here’s what brands must derive
from this trend

11. Authored by:
Samyak Chakrabarty, Chief Youth Marketer,
& Team:
Aniruddh Naidu
Aakansha Kedia