1. Author of 2 books “One land one billion minds” “Googly. Branding on Indian turf” RamanujamSridhar,CEO brand-comm http://ramanujam-sridhar.blog.spot.com

2. Deciphering the ever changing Generation Y in India

3. It seems obvious, but India (particularly young India) is changing by the second if not by the years Ten years ago it seemed easier to depict young India

4. Bajaj YouTube streamed video

5. Now I am not so sure! Does this commercial represent today's youth better?

6. Nokia YouTube streamed video

7. So what is the biggest challenge for marketers?

8. The interesting fact is marketing VPs are in their forties, MDs are in their fifties and customers are in their twenties! (And what about editors!! )

9. What do we know about Generation Y?

10. What are their beliefs?

11. “A person who is better educated has more power”

12. IIT, around 400,000 students appear annually out of which only 7,500 get selected.The ratio is as low as around 1 in 60.

13. Youth today no longer live in an idyllic insulated environment, ‘chilled out’ and ‘being themselves.’

14. Idea YouTube streamed video

15. As many as 35% of youth believe that it is okay to use sex appeal to get ahead in their career

16. Whilst others can even use their mothers to get closer to girls!

17. Cadbury YouTube streamed video

18. Yes, Generation ‘Y’ has its insecurities and brands feed on them

19. No longer can the Indian youth afford to ‘live with’ ‘what he/she is born with.’

20. FNL YouTube streamed video

22. Docomo YouTube streamed video

23. How does Generation Y spend its time?

24. 38Hour Weekday Wakes up, reads supplements with the TV on Chats and blogs with the TV on Listens to music on the way to college Sunday’s for sleep, family and hanging out with friends in nearby coffee shops & malls/multiplexes Hangs out with pals over coffee….at Coffee Day Catches a matinee movie at a multiplex Sometimes goes to the College library Back from college, relaxes with TV on (music, reality shows) Participates in contests & college fests Research: OmnicomMediaGroup

25. Generation Y is plugged-in 24 hours a day, 7 days a week

26. Almost 50% of the younger population sleeping post midnight compared with about 19% of those between 30-45 years

28. While some are partying hard, some are working hard too

29. Moto YouTube streamed video

30. The average Gen Y changes jobs an average of 29 times and the average time in one job is 1.1 years

31. Whilst others are changing their partners without worrying too much about it!

32. Move on YouTube streamed video

33. But…

34. Gen ‘Y’ get bored easily

35. Influencers: Peers, TV and Movies

36. Nescafe YouTube streamed video

37. TV ShowsSex, Violence and Mush sells

38. MoviesSex, Violence and Mush sells

39. Gen ‘Y’ is confident, in your face and has a sense of humour

40. Cookie YouTube streamed video

41. Mentos YouTube streamed video

42. So where do we go from here?

43. It is a dangerous over simplification to brand all young Indians as a uniform Gen ‘Y’

44. Love listening to music – Metal, Rock Bangalore – Ashwini, 24 yrs Health conscious I read the Bangalore times and the sports section Watching movies – mostly English Favorite sport: Football, cricket(T20) Concerts, plays learning Spanish, reading books – fiction, indian authors etc. Hanging out with friends in cafes, pubs & clubs

45. Newspapers not much, Magazines – Femina, Gr8, Filmfare Bhopal – Ratna, 24 yrs Dance Classes Attending family get togethers, functions, pujas etc Participate in Social events, rally, street plays Renting hindi DVDS and watching movies at home Water sports, Summer camp etc. Hanging out near the lake, ice cream Parlour

46. I read the TOI – sport, Metroplus, Autocar Mumbai – Lionel, 22 yrs Health conscious Play football in the evenings Part of a band (Guitarist), Part time RJ House parties till late and then go pub hopping Movies- SciFi, action, controversial JuhuChowpathi, Marine Drive (jogging)

47. Video Games, Play Station, Nintendo Wii Hyderabad – Manish, 21 yrs Long drive around Tankbund, binge on roadside food Play Cricket in the evenings Movies – Hindi, Regional Deccan Chronicle, Hyderabad Chronicle, WOW magazine Brand conscious, craze for cars and bikes Hanging out at Addas (Irani cafes)

48. Foodie – regularly goes to Chandnichowk , CP etc in the evening Delhi – Ananya, 23 yrs Keeps weight under check by going for morning walks Shopping – junk jewelry and other accessories Reads Indian Express – politics and film reviews Family get togethers and other festive occasions Hang out with friends at malls and other shopping centers Watch Hindi movies and soap operas

49. So which young Indian do you want?

51. So how you communicate to them is extremely important

52. Bag YouTube streamed video

53. Don’t talk down to me!

54. Don’t lecture to me!

55. Don’t bore me to death!

57. I am not a scaled down adult, nor am I your unrealized ambitions!

58. I am not a demographic!

59. I am me – unique, different, and just me!

60. I could be your customer for life!

61. Ned YouTube streamed video

62. Be quick! Be friendly! Be gone!

63. If I am such a big market, how come I merit just one lousy supplement!

64. It can be frustrating, trying to understand youth, much less marketing to them

65. Sir YouTube streamed video

66. Golf YouTube streamed video

67. Football YouTube streamed video

68. Here is wishing you all happiness!

69. Would welcome questions, feedback you can remain in touch with sridhar@brand-comm.com http://ramanujam-sridhar.blogspot.com