Marketing to the cool generation

The young generation in South Asia has been driving growth in many markets. The mobile
phone revolution in India, for example, is driven by the youth. Mobile phones are becoming a
status symbol among students. Recognizing the potential of this sizeable segment, mobile
telephone service provider Airtel introduced low denomination rechargeable coupons for
prepaid customers. Levi’s marketers of jeans and leisurewear introduced the “Streetwear”
range for youth under the brand Sykes. Titan, the well known watch maker, introduced a
range of sunglasses which they call “eye gear”, under the brand Fastrack. Titan also
introduced a new collection of Fastrack watches after studying the lifestyles and attitudes of
15 – 25 year olds. Sony Ericsson launched a mobile phone instrument that provides a 3D-
gaming engine and easy downloads of video clips for its fashion-conscious young customers.
Bajaj Scooters re-designed their scooters and launched new models under the brand names
Spirit, Bravo and Legend, aimed at changing its image of a family’s two-wheeler and value
for money brand to a contemporary and stylish brand appealing to the youth of both genders.
Television channels like MTV and Channel V are specifically targeted at the youth segment.
Even the language used in these channels reflects the language of the youth – “Hinglish” – a
sweet mix of English and Hindi. Planet M, the music store, is targeted at today’s youth. The
shop design, display, and merchandising reflect the interpretation of young customer’s taste.

The youth culture is evident in the communication strategy of today’s companies. Friendship
Day and Valentine’s Day, and several such occasions, are now part of the urban college
youth’s festivities. Archie’s, the leisure store chain, promotes such special occasions by
advertising on Channel V and MTV and by offering specially designed cards and gift items
targeted at the youth segment. The advertisements of Rexona deodorant and Close Up
toothpaste from Unilever depict typical situations from a college student’s life. Bacardi’s ad
tagline “be what you want to be” reflects the youth culture. Persico’s Mountain Dew, in its
ads, show extreme sports such as skydiving, skateboarding and snowboarding specifically
targeted at the adventurous, out-going, and fun-loving youth.

The role of youths is not confined only as consumers of products or services. They play a
significant role in family purchase decisions as well. Since the youth is considered to be
technologically savvy, they influence the brand choice decisions for a variety of products
such as mobile phone handsets, flat screen televisions, automobiles, laptop computers, and
cosmetic products. Hence, the youth segment is important not only as consumers for a firm,
but as influencers of choice also.