Rahul Avasthy reveals secrets of marketing to Generation Y

MUMBAI: Getting the attention of the youth segment is important as they are the opinion makers today, said Focus Circle Brands director-client servicing and digital strategy Rahul Avasthy, while speaking at the Youth Marketing Forum.

Avasthy talked about the secrets to marketing to generation Y (youth). He said, ?Brands today need to understand that content is dead without context. Content is what company makes but context is what you make for the consumers; content is what generation Y buys but context is why they buy; content starts from buying the product and end when the product ends but context starts before the purchase and stays far beyond the consumption of the product.? I

If the youth won?t find context in the brand, he won?t go for it, he added.

According to him, generation Y have access to more tools like mobile and technology; they have more capacity to release ideas. They can go against the government and start a Facebook page. They have more tools and, hence, they have more conviction. It?s about knowing how generation Y is changing into ?o? (optimisers). Marketers can help the people in transition. When you look at the long term, consumers of previous generation are not much different than that of current generation. It?s just that youth wants change.

Generation Y is using social tool in an optimised way and they want a better social experience. ?Before planning the mediums to be used, marketers should see what social tool their target group is using. This generation is not buying the design, and layouts. What matters to them is what design and retail layout is doing for them. Generation Y does not only consist of rebels;they are responsible citizens," he said.

A strategy called ?secret? is also a secret to marketing to generation Y. Youth today wants to know things before others come to know about it and they want to know everything that is popluar without being left out. Being the first one to share something on Facebook is cool for them. It becomes a measure of one?s cultural power and popularity. Kolavari Di was an opinion that others related to and made spoofs which was again watched by many.

?Market your best customer first, prospect second, rest of the world later?, noted Avasthy. ?If you want to catch hold of youth, you need to be on web, mobile, wherever they are. You cannot bore generation Y into buying. Fasso?s is using a secret strategy in a good way. You can tweet on their home page on Twitter and place an order. Also, they have an offer like write ?I hate you? on Fasso?s twitter page and get 20 per cent off. These things help brands in a way that the audience will discuss about the brand and virally it will be passed on to others. Generation Y acts as a medium and as a media as well,? he concluded.

Latest Reads
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
Truecaller shows it is more than just a caller ID & spam detection app

Truecaller has launched its new television and digitally focused advertising campaign with the tagline ‘Sab ke liye’ meaning both ‘for everyone’ and ‘for everything’. The ad campaign is aimed to create awareness among the audience about the recent features introduced on the app apart from Caller ID...

MAM Marketing MAM
Birla Gold & BBH team up for another power pact film

Birla Gold, the cement brand of the B.K. Birla Group of Industries launched its new ad campaign marking the beginning of the latest Pro Kabaddi League season and commemorating its association with Patna Pirates, three-time winning champions.

MAM Media and Advertising Ad Campaigns
fbb launches its festive collection at Mumbai Airport

The season for shopping has begun and people all over the country have increased their spending budgets to ensure they look their best this season.

MAM Marketing MAM
Kansai Nerolac reconstitutes its iconic 'Ghar Ki Raunak' jingle into a song

Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’ has recently teamed up with popular Indian music director, Pritam’s musical platform JAM8 to roll out a rendition to Nerolac’s iconic jingle as a song, across India.

MAM Marketing MAM
Air Canada Brings Global ‘Fly the Flag’ Initiative Celebrating Equality, Inclusivity and Diversity to India

Air Canada, Canada's largest domestic and international airline, has been strengthening connections between India and Canada since 2015 with three new direct routes introduced in less than two years. To celebrate people making a mark in India, Air Canada is bringing its global ‘Fly the Flag’...

MAM Marketing Below The Line
Tanishq launches new campaign for Diwali

Jewellery brand, Tanishq has introduced an exquisite collection - Utsava – an enchanting range that showcases the rich culture and beauty of our country, encapsulating the true essence of the festival of lights.

MAM Media and Advertising Ad Campaigns
Saregama Caravan asks to ditch the 'Shor' this Diwali

Diwali is many things to us. Homecomings, get-togethers, celebrations, gifts, lights, sweets, and shared joy.

MAM Marketing MAM
The stage is set for WPP’s ‘Date with Data’ – a day-long data summit

Spearheaded by WPP India, alongside WPP’s Data Alliance, Date with Datais a day-long summit that showcases and discusses the impact of data.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories