afaqs! news bureau

‘Memes are a core association with Instagram and seem to be deeply embedded into Young India’s daily social media diet...’

...Says The 2019 Young India Feels Report.

Schbang, a Mumbai-headquartered integrated solutions agency, has released the 'Young India Feels 2019' report in association with HaikuJAM. It is a first-of-its-kind report where over 90,000 lines of Haiku have been studied by an AI engine and broken down to analyse what young India thinks about some of the things most important to them. It is an exploration of how India’s millennials and Gen-Z truly feel about certain mainstream industries, products and aspects of daily life.

While Google does a Zeitgeist report based on what consumers search, there hasn't really been a report that qualifies and quantifies what consumers 'say'. The 'Young India Feels 2019' report does exactly that. It also presents great insights to marketers. The choice of the topics that ‘Young India’ thinks of is classified by the Elections, IPL, Tea and Coffee, Music, Owning a Car, Beauty, their next holiday and posting on Instagram.

Additionally, for each of these topics a sample size of at least 500 participants+ per topic, with at least 600 lines written about per category, was taken. The largest category covers 32,000+ participants.

Key Takeaways

a) IPL - Brands are investing heavily this season on Kohli whereas it is clearly Dhoni who is the crowd favourite when it comes to the IPL. He's mentioned 5X more than Kohli. Perhaps due to the superior performance of the Chennai Super Kings, perhaps because of his aura with the tournament historically.

b) Beauty - Young India feels that beauty is something that is more about what you feel inside as opposed to the result outside. We need to remember that this is a cross section that's skewed towards a higher SEC so for the mass market this lesson may not completely apply. Having said that premium brands now need to start focusing on how their products improve self-worth, accentuate what's inside consumers' hearts by giving more definition to how consumers' eyes, lips are able to better tell the stories of their souls.

c) Listening to music - Music for India's youth is something that they escape to when they're feeling alone and really taps into helping young Indians figure why they're feeling alone. So, music is expressing for them what they're feeling but can't say.

d) Owning a Car - For a large number of Indian consumers, owning a car is a dream fulfilled. Despite the issues with traffic and the convenience of Uber and Ola, young India still thinks of a car as a dream being accomplished.

To read the full ‘Young India Feels 2019 Report’ Click here.