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.

Tuesday, October 25, 2011

BIG Digital launches India’s first youth online reality show ‘Transform India- Youth Uncensored’

BIG Digital, the digital content and marketing arm of the Reliance Broadcast Network Ltd., is proud to announce India’s First Youth Online Reality Show, which promises to play the role of a catalyst, in initiating a youth movement in the country. Aptly titled ‘Transform India- Youth Uncensored’, the reality show will empower the youth by providing a platform for them to voice their opinion through an extensive social media initiative.

Consuming information through multiple platforms and translating it into highly opinionated discussion forums either online or with peers, the youth of today have a mind of their own. It is against this milieu that BIG Digital launches ‘Transform India- Youth Uncensored’, a high voltage online reality show which will address social problems ranging from escalating corruption, safe sex, eve teasing to gender discrimination from the perspective of the youth.

This digital reality show will bring over 100 colleges from across the six cities of Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad to fight the battle to Transform India through their innovative ideas, on raising concern for issues and tackling them thereafter. Colleges will compete against each other, as they upload videos on how they believe they can best tackle societal issues. These videos will be judged by an esteemed jury panel, and will then be left open for online voting. Teams will be given a socially relevant topic and will be asked to upload the video of their proposed recommendation to tackle them. It goes without saying that as the show progresses the battle between colleges will be very exciting and audiences the world over can watch its un-edited version online.

Hard pressed for time and a challenging audience base to garner attention from, with 70% of brands in India struggling to communicate and engage with, the youth are a key audience base that marketers today chase. Transform India – Youth Uncensored, brings forth a unique opportunity for both youth and marketers looking to connect. While it offers the youth a platform for expression fuelled by issues that make for serious conversation currency, creating engaging environments leading to a transformation – an India 2.0, it will provide fantastic opportunities to marketers to get associated and play a pivotal role in piloting India's transformation.

BIG Digital will ensure a holistic treatment to this property, across its media verticals ranging radio, television, out of home, on-ground promotions and of course digital.

Soumen. G. Choudhury Business Head, 92.7 BIG FM said “It is our constant endeavour to offer pioneering initiatives, and Transform India: Youth Uncensored is a leap in that direction. We want, through this initiative to galvanize a movement in the youth space as we allow them to focus their energies towards this path-breaking social media initiative. We are confident of the youth coming on board to express their views, while we offer an excellent platform for advertisers to partners with.”

Transform India will culminate in an online reality show which is fun, motivational and educational. Every episode will capture imaginations of millions of youth, featuring unique tasks, controversies, goof-ups and sincerity. The content will be packaged to create a rage among Indian youth. The content will mirror the face of bold Indian youth willing to go to any extent to accomplish tasks that will transform people, the city and India!
About BIG Digital:

BIG Digital, is Reliance Broadcast Network’s initiative in the digital space, creating a surround of innovative digital media integrations on the mobile and online platforms. BIG Digital works with fresh talent across regions, in the music and entertainment space, to create intellectual properties for brands via digital endorsements. It thereby creates platform agnostic ideas bringing brands and content, closer to the consumer.

Source: http://pearlriseentertainment.blogspot.com/2011/08/big-digital-launches-indias-first-youth.html

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