A Note on why mobile is becoming a "family member" and adding up an intangible sentimental value for it among Indian youth (in India, I understood, the moment a product gets attached to either sentimental or spiritual value, it REAMINS unless another one is replacing it)
What mobile “means” to u?
1. A spiritual place…digitized spirituality and portable serine.
‘…my mobile faithfully sings “jai mata di” whenever it rings…’
‘…I kiss the cross in cell…and I can do it whrever I am…’
‘…I have recorded the gayatri mantra…its easy for me to hear at anytime…anywhr…and you know once the bramhin was not available… my mobile became the bramhin ;)’
2. my own musician… in music we love “dikhawa” [ exhibitionism]…thts why we keep the music volume to the full in car while passing a crowd…we love to “showoff” our music…we love to share ou experience and joy with others…mobile is an excellent tool for tht…we keep the volume in full and open the FM option while walking ;) we feel like KINGS and QUEENS :) we feel happy
3. my mobile my math mate…we cant calculate today without the mobile
4. my tool to be in the clan…we exchange sms [jokes, stupid spiritual sms which says if u don’t forward it to 50 known friends your close relative will die, cooking secrets,
5. my mobile my Chitragupta*…it keeps all my records…reminds me my task…helps me to keep in touch with family and friends (when I really miss them…u know India is soooooo vast…), o ya, it reminds me which fetiv is coming [ through the guerrilla advertising sms and discount offers…some time I hate them so much…but sometime, they reminds me the approaching fest…we have soooo many fests…]
6. my mobile my cupid… sometime brings “love” ;) or the loved one closer… the blue tooth… “choo chweet” screen and photo sharing…caller tunes and flicking lights…and oh its sooo handy, I can “hide” it too (whn mom becomes toooo curious)
7. my mobile and I ‘the narcissus’…so many time I took my own snap in my mobile and tried too see how good I look…or what angle of my face looks better [so tht whn next time I wana impress Rohan, I will seat in tht particular angle…u know..]
8. my mobile my game mate….goooo gaming…nah, its not tht I am a game addict[ I am not a kid u know] but I wana “show” that I am a game addict ;)
9. my mobile my best friend in “antakshari”**….so many time I just found the right song from the play list of my mobile…under the table ;)
10. my mobile my status symbol….the latest I have the coolest I am…
11. my mobile my quick fix at exam time… the tensed hours and how many time it relieves in last moment exchange about the ‘would be questions’ from the ‘reliable sources’
12. my mobile and “the best wishes”… best wishes from grand ma, the last minute sms from dad “whatever happens in the interview we are with you”…the sms from best friend ‘welcome to fatherhood’ :) ohh my mobile is a part of my FAMILY yaar…
Note :
* http://en.wikipedia.org/wiki/Chitragupta
** instant singing competition…very popular among Indian youth
More articles: http://www.radioandmusic.com/content/editorial/news-releases/tollywood-music-directors-and-singers-played-antakshari-celebrate-joy-music-and-christma
http://www.tatamotors.com/CSR-0607/page-09.php
http://www.buzzintown.com/index.php?2034
by Kaustav SenGupta
INgene
About INgene blog : First ever Indian Youth trend Insights blog
About INgene : First ever Indian Youth trend Insights blog:
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.
The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.
The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.
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