Rural youth not behind: Sumeet Yadav

MUMBAI: The Indian youth is very dynamic and will soon get bored of social networking sites. This will lead to the emergence of a new space, said Diesel senior VP Sumeet Yadav while speaking at a session themed “Follow me” at MTV’s Youth Marketing Forum 2011.

Responding to a question from the audience on the rural youth’s presence in the current scene, Yadav said: “Rural youth is not behind. Many of our campaigns on social networking sites have attracted enormous number of youth from the so-called B-towns; sometimes more than the urban youth. The curiosity is increasing in every part of the country.”

Answering a question, Yadav agreed that there are many local social community sites, and the company is planning to tap into this growing trend.
It was also felt that to get the youth hooked on, just having a youth brand is not enough. “The telecommunication service brand is different from clothing or an FMCG product. It’s not something the consumer can associate with. So we have to do a lot of brand building exercises and offer more lucrative plans,” Virgin Mobiles head marketing communications Anant Pal Singh Gill said.
Meanwhile, Google head of content partnerships Amit Agrawal boasted that the Internet giant has reached a point where it doesn‘t need to reach out to the youth. But he added that Google is still creating spaces where youth can come and interact. “We don’t have to reach out to the youth any more, we have to create spaces where youth come and interact. We have to engage them,” he said. 
Media Transasia India CEO and publisher Piyush Sharma, meanwhile, discussed the strategies they adopted while launching ‘Maxim’, the general interest magazine for men.

“When launching the magazine, our cover pages featured Bollywood actresses and other Indian celebrities; the response has been amazing towards Indian celebrities,” Sharma said, implying that they don’t need International celebrities to sell the magazine amongst Indian youth.

The panel also agreed that Pepsi has been one of the most successful youth brands in the country. Since its inception, the brand’s campaign has been consistent with the communication it has with its target audience.
It was also unequivocally agreed that it would be very difficult to launch Playboy in India.

Latest Reads
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories