The Age of The Youth

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Oct 30 2012, 01:53 IST

All through the ages, countries have witnessed several waves of movements and cultural shifts that have gone on to redefine their future -- be it the renaissance, romanticism, realism, modernism or pop art. All these cultural movements have one thing in common - they changed the way people lived their lives and approached it, thereafter. When the Indian economy opened up things started to change. Two decades down the line, India is witnessing one of its most significant movements – the age of the youth.

More than 65% of the country’s population is below the age of 35 and the average age of the Indian consumer for any product category is falling down. The youth have taken the country by the storm as they become the cynosure of a developing India. Brands and their communication are targeting younger minds who believe in living for the moment rather than for the future. Youth today believe in money and its ability of being a means of achieving a ‘good life’ and happiness.

A peek at the communication in different categories is a manifestation of this shift --.how we are pushing younger people to take insurance (as in HDFC Life's communication) or are unambiguously talking to youth and not ‘uncles’ (see the Samsung smartphone ads). Categories such as housing finance, automobile, real estate, etc., that have previously targeted middle-aged audiences have shifted their focus towards youth. Conventional categories are witnessing unconventional advertising. The consumers are getting younger, forcing companies to talk to them even in

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