This document provides an overview of an Indian youth marketing agency called Concrea. It summarizes Concrea's accomplishments, approach to youth marketing, services offered, and differences from other agencies. Some key points: - Concrea prides itself on being India's first 360 degree youth agency and developing the country's first offline social network. - Rather than focus on traditional definitions of youth, Concrea has identified 11 unique youth mindset archetypes based on research. - The agency's approach involves understanding youth perspectives, connecting with youth in their spaces like campuses and addas, and using both traditional and youth-focused media. - Concrea's services include research, creative

2. A few things we are proud of…
• India’s first 360 degree youth agency.
• Only Indian member of the Global Youth Research
Partnership.
• Developed the first ever offline social network.
• The only agency in the country to have ever had fortnightly
thought leadership column in Brand Equity (The most widely
read industry media).
• Average Team age < 30.
• JV between Mudra Max and The Electronic Youth Media
Group

3. What is (not) Youth Marketing?

4. going ‘digital’

5. being cool

6. “knowing” youth

7. advertising

8. quantifying

9. looking outside your window

10. What does Concrea do?

11. Understands
Connects
Talks Touches
Campus. Addas. Conversations
Traditional Media Youth Media

12. International Partners

13. Concrea
Youth
Research
Buzz
Creatives
Media
Planning
and Buying
Events
Activations
Strategic
Planning

14. How are we different?

15. We ARE the YOUTH
Lead by a 21 year old. Max Team Age 30 years

16. India’s first offline social network
We talk to Young People everyday

17. The Model-Yougle
Seed
Chat
What’s
inside
Infiltrate
Idea
Dig
Listen
Influence

18. We don’t classify youth as per
traditional economic segmentation
Discovered 11 different youth mindset archetypes
(Another First in India !)

19. We follow them everywhere they go...
Access to 000’s of de-centralized but immensely popular
hang-outs across the country

20. Access to Global Best Practices
Only Indian member of the ‘Global Youth Research Partnership’
& an associate of Mobile Youth - The World’s leading Youth Marketing firm

21. And yes, we can reach the villages too...
Continuous rural development projects with leading Youth NGOs

22. But still...we DONT’T know YOUTH in India
India’s youth is extremely diverse & constantly evolving

23. Some of our work

25. The Brief:
Diesel India wanted to engage young people with
their “Be stupid” campaign across Mumbai, Delhi
and Bangalore. The client wanted to distribute “Be
Stupid” t-shirts and stickers to college students
across these cities in a way that students EARN the
Diesel merchandise.
Our Solution:
Strategically engaging college students in discussions
and non-intrusively getting them to participate in
competitive “Be Stupid” games organized by us on
behalf of the client.
How it worked:
We identified places in and around colleges where
the maximum student crowd could be engaged and
organized innovative, mini competitions in line with
the “Be stupid” motto for the students to “earn”
their Diesel goodies.

26. Media

27. Brand Equity – The Economic Times, 17th March 2010

28. Brand Equity – The Economic Times, 31st March 2010

29. Brand Equity – The Economic Times, 14th April 2010

30. http://www.mobileyouth.org/post/youth-marketing-in-india-with-samyak-chakrabarty/

31. Presenting India’s First Youth
Mindset Archetypes

32. X.Os are simply gadget freaks! Computers, cell-phones, camera, gaming consoles
- anything electronic gets them going! They continually keep themselves updated
on various developments in the tech-world and are often ahead of the current
technological trends. They usually love complicated, intricately designed systems
and have an active, colorful imagination rooted in the virtual world. Places of
‘electronic delight’ (read electronic showrooms) are the typical X.O hubs.
They are the ones who
keep tech innovations on
the move!
X.O’s

33. Kites are the dreamy, laid-back lot, who live in the moment and move with the
flow of life – future plans are never a priority! They have an easy take on life, and
generally never have a definite opinion or stand on matters. They let themselves
be led by others, be it in terms of decisions or choice. Kites usually have a large
friend circle and move in groups - they are where their peers are!
Neither do they have a map nor
do they know where to go…prefer
to just move with the flow with no
strings attached!
Kites

34. Passionistas don’t just like or love but are fanatically obsessed with the things or
ideas that appeal to them. Their passion is not restricted to a particular product,
but extends to the whole genre of that something that captures their fancy. Sub
consciously or consciously their life revolves around that strong like – be it
movies, books, music, cars, just about anything! They are opinionated individuals
with strong, definite likes and dislikes, but rarely hesitate to invest in their likes
. Passionistas connect with fellow passionistas and people who share a parallel
interest
“Yours truly” towards
their likes and
preferences!
Passionistas

35. Bonds believe in and value relationships – be it familial or personal. They wish to
see others around them happy and content, and their actions and choices reflect
concern for others. They don’t really hesitate to put other’s preferences over their
own and will often go out of the way to safeguard the interests and needs of the
people they share a relationship with. Bonds are generally seen in the company of
the people they value - bonds go where their bonds takes them!
For them relationships
come above all things.
Bonds

36. Racehorses are focused, motivated individuals who have clear, defined goals to
achieve. They are competitive in every walk of life, and always want to emerge
victorious – they settle for nothing less than being numero uno! They are forward
thinkers and look beyond the point where the average person draws the line.
It’s all about being the
first & victorious!
Racehorses

37. Labels are tag lovers! Quality or utility of a product is not of supreme importance,
but it is the brand name that they acquire with that product which counts the
most. Labels tend to base their self perception on how others see them. They are
conscious of their social standing and tend to define themselves with what they
own. Their preferences change with change in the ‘most admired’ and they
generally like to hang out with friends who take note of their purchases/choice.
For them it better glitter
even if it’s not gold!
Labels

38. Off-roaders carve out their own path. They are adventurous, experimentative
and never shy away from treading uncharted territory. They are always on the
look for out for new, unexplored experiences and challenges. Essentially, off
roaders like to stand out from the crowd and generally look away from what the
masses follows. They keep in company of those who appreciate and admire their
individuality.
They don’t run the rat
race, they build their own
track!
Off-roaders

39. Parasites are essentially ‘takers’ and choose to receive continual free benefits at
the expense of others. They look for opportunities to tag along with someone and
slyly take advantage of their resources. Parasites stick to cheaper options when
by themselves, and stall their expensive preferences until a financier comes
along. They voice their opinion subtly, and will simply follow the financier so as to
avail benefits of the situation.
Like everything free,
doesn’t matter at whose
expense.
Parasites

40. Shiny Disco Balls are compulsive entertainment-buffs – it’s all about having fun
and leading a good life! They are always on the lookout for exciting, engaging
recreational events - be it movies, music gigs or just a fun night out! They are
very active on the social circuit and for them, it’s all about being ‘out there’! Shiny
Disco Balls love hanging out with a large bunch of fun-loving friends and don’t
mind shelling out for unlimited entertainment!
Doesn’t matter when,
where or how they just
want to lead the good life!
Shiny Disco Balls

41. Fans of God like to set themselves into fixed plans or routines. They religiously
follow their beliefs and rarely ever question its basis. They are wary of stepping
out of their comfort zone and ‘novelty’ is usually the last thing on their minds!
Fans of God spend time with their regular bunch of friends and frequent places
with which they have a long standing relationship.
Fans of God
For them, Routine is
Religion!

42. Needy Weeds need to find a point in every purchase decision and the purchase is
made only after the need arises. They base their choice purely on the basis of
utility and are not necessarily brand-specific.
“Purchase only when
needed” is their eternal
motto.
Needy Weeds

43. Lets Chat…