MTV titles youth study as ?Age of Sinnocence?

MUMBAI: The average Indian youth believe that lies don?t hurt anyone and honesty is no longer about always doing the right thing, according to a recent study MTV has undertaken with TNS and Quantum Consumer Solutions.

54 per cent youth admit to having cheated in the exams, while 35 per cent say it is ok to cheat and lie to do well in their jobs.

Titled ?MTV Age of Sinnocence‘, the report said 90 per cent men agreed money attracts the opposite sex and 66 per cent of men are in favour of getting physical in a relationship.
With a mix of quantitative questionnaires, qualitative group discussion, ethnography analyses, video dairy presentations, peer group discussions and an semiotics study, conducted amongst 2400 youth between the age group of 18 to 24 years across 13 cities in India, the study asserts to resonate the attitude of today?s generation -- virtues are out, vices are in.

MTV India channel head Aditya Swamy said, ?MTV has always invested in studying and understanding the youth. Over the years, our studies have thrown up some very interesting insights. Our headline study for 2011, Age of Sinnocence, is an opportunity for us to open our minds to the world of young people.?
For youth, money is the most important factor in a job. While 90 per cent want to earn more than their parents, 60 per cent say they would look for shortcuts to success and 47 per cent feel it is ok to offer sexual favours to move up in life.

Swamy said, ?Today, young India is confident and courageous. They are experience junkies. Nothing is taboo, nothing is out of reach. With this kind of self belief, the sky is the limit for this generation.And to connect with them, you need to be provocative and break all rules. Welcome to a world where sin is in.?

The traditional vices that were frowned upon are now the driving forces in youth life - no inhibitions, no barriers and no judgments passed, the study affirms.
The research, all packaged in a book, was officially launched MTV India during the Youth Marketing Forum 2011.

Latest Reads
Bathsense launches new campaign with Rajkumar Rao

Bathsense is a creation from Asian Paints, and represents the brand’s first complete bathrooms offering in the bath category. Bathsense is a collection of exemplary bath fittings and sanitaryware products that aims to simplify the user’s bathroom life with a host of truly unique features. Coming...

MAM Media and Advertising Ad Campaigns
Gillette launches new MACH3 START with Hardik Pandya

Joining the MACH3 Turbo and MACH3 original is Gillette’s newest launch - the MACH3 START. Marking the 20th birthday of MACH3, Gillette has specially designed this new razor with its first-ever 360° aqua-grip handle which entails the understanding of the needs and the problems of younger guys who...

MAM Marketing Brands
Reliance Jewels launches digital campaign for Diwali

With the arrival of festive season, Reliance Jewels has geared up with exceptional Dhamaka offers along with a string of services and benefits for the festive shopper. In addition to discounts, Reliance Jewels is also celebrating the joy of ‘Jab Dil Chahe Diwali Moment’ with its latest digital...

MAM Media and Advertising Ad Campaigns
Barbie's new campaign says 'You can be anything'

The iconic doll brand from the house of Mattel - Barbie, has release a campaign video in India called, 'You Can Be Anything,’ to inspire young girls in India to dream beyond limitations. The campaign celebrates the significance for young girls to have positive, strong role models that inspire them...

MAM Media and Advertising Ad Campaigns
Foodpanda acquires Holachef

Food delivery company Foodpanda, India’s fastest growing today announced its acquisition of Mumbai-based food-tech venture Holachef. Through this collaboration, Foodpanda marks its strategic entry into cloud kitchens and plans to launch its own brand of food products in different categories.

MAM Marketing Brands
Amazon Echo says experience everyday magic in new campaign

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of...

MAM Media and Advertising Ad Campaigns
Ajmal Perfumes partners with Parcos

Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.

MAM Marketing Brands
KFC hands over digital mandate to iProspect

iProspect India, the digital agency from Dentsu Aegis Network, has bagged the SEO, paid media and digital business for KFC India, an American fast food restaurant chain. The account will be handled from the agency’s Delhi office.

MAM Media and Advertising Account
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories