JWT India, Youth Dynamix launch Indian youth study

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | November 20, 2008
The initiative has been taken to study the segment and develop effective branding strategies for it


study and understand the youth of India, arguably one of the most volatile yet influential segments in advertising and marketing terms, JWT India and Youth Dynamix, a specialist WPP youth agency, have joined forces to offer clients a specialist youth consultancy.

The two entities aim to launch an in-depth Trax study focused on the youth in India. The study is the first step in assisting brands to develop strong youth strategies that will supplement their mainline strategy and allow young consumers an opportunity to build bridges to the adult brand.

Colvyn Harris, chief executive officer, JWT India, says in an official communiqué, "India's youth represents the greatest potential to help India realise its economic goals. Understanding their motivations and aspirations in greater depth will ensure that we continue to put India on the global stage."

Harris adds, "For marketers, this understanding represents a huge business potential as they convert this segment's insights into business. We are delighted to partner with Youth Dynamix for the benefit of our clients."

The study covers categories such as financial and shopping behaviour, technology and telecommunications, media and advertising, lifestyles, attitudes and family dynamics.

Jane Lyne, managing director, Youth Dynamix, says, "The time has come for all brands to have a comprehensive and ongoing youth strategy. Never before has a generation been so different. The future of one's brands and services will be determined by the ability to connect to this fickle, fast paced and dynamic sector."

The Trax study is large and statistically relevant. It utilises a number of different research methodologies and focuses on finding out what constitutes the real core of today's Indian youth. The study is across gender, covers many economic sub-segments and considers sensitive and fragmenting age segmentations. It uncovers not only the preferred choice of brands, but also the core need states, attitudes and beliefs of India's large and vibrant youth sector.

Based in Johannesburg, South Africa, Youth Dynamix is a leading youth consultancy with offices in South, West and East Africa. The company has developed a multitude of proprietary tools, methodologies and techniques which will be brought to the Indian market in conjunction with JWT India to assist brands in successfully connecting with the youth in a meaningful, consistent and long term manner.

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