Presentation: Aspirations of Young India

"What would you become when you grow up?" is one of the common questions that kids between three and 12 years of age have to answer almost every time they meet a person. Aviva Life Insurance has come out with a report to sketch the career preferences of kids across seven cities in India, New Delhi, Kolkata, Pune, Hyderabad, Bengaluru, Mumbai and Chennai.

Not surprisingly for a cricket crazy nation, 16 per cent youngsters in India want to pursue cricket as a career, which is second to medical, the top choice for kids, with 29 per cent of them aspiring to become doctors. One of the most interesting trends revealed by the report was that young India is now moving away from conventional career options and aspiring for careers in sports, music, arts and films, amongst others.

As a part of the 'What's your Big Plan' contest, Aviva Life Insurance had asked children aged 3-12 years to tell them what their big plan in life is, and what they aspire to become once they grow up. It also asked parents to write what they are doing to support their children's big plan in life. This contest got close to 100,000 entries. The contest started in August, 2013 and basis the entries received, Aviva came out with a report on the aspirations of young India.

To maximise reach, Aviva partnered with select Croma stores in seven cities (New Delhi, Kolkata, Pune, Hyderabad, Bengaluru, Mumbai and Chennai) and McDonald's stores in four cities (Mumbai, New Delhi, Kolkata, Pune) where children could walk-in and drop their entries. Besides entering the contest online and through Croma and McDonald's stores, students from more than 200 schools in these seven cities also got an opportunity to participate through an on-ground activation programme.

See the entire report below: