Mumbai: MTV is bringing back the ‘Youth Marketing Forum’, which is to be held in Mumbai on 27 April. The youth brand has roped in Tata Docomo as the presenting sponsor for the 2012 edition.

The forum is targeted at the brand curators, marketers, media experts and everyone who sells, markets and creates for the Youth. It will discuss MTV’s comprehensive research of youth voices, their sphere of influence, relevant youth causes and their creative side on digital media. The sessions will explore the manifestation of youth power and how brands can leverage the power to create brand movements.

MTV India EVP and business head Aditya Swamy said, “The key change we have witnessed is the power young people are feeling. Armed with information and strength in the collective, they believe they can make a difference. Comfortable in their skins, and devoid of conflict, they know exactly what they want and how to get it. It is this constant reinvention that makes the Youth Marketing Forum a thought provoking experience.”

Tata Docomo head brand marketing Ritesh Ghosal added, “Youth is not just a life-stage, it’s almost a distinct tribe. In the wired world of today, the Youth pick up, adopt as their own and disseminate trends from across the world. YMF is a forum where Marketers can dip into the rich world of youth stimuli and get a chance to catch up or lead the trends of tomorrow.”

MTV has been doing research in order to know its target better. In 2011, the MTV focused on their attitude towards money, career, relationships and changing ethics through ‘Age of Sinnocence’ study. Prior to that, it had also published studies like MTV Recreation Redefined and MTV State of Cool to explore the relevant youth trends and themes that can be actively deployed in marketing to the youth.