The document discusses findings from research about the youth of India. It summarizes that today's youth want to maximize life experiences by traveling, experiencing new foods and cultures, and learning new skills. They also keep multiple priorities balanced by juggling work, family, social life, and hobbies. The youth constantly seek self-improvement and are influenced by exposure to different lifestyles online. They expect instant gratification and crave everything quickly due to living in an era of instant communication.

1. DECODING INDIA’S YOUTH

2. The youth today are a tricky bunch to
understand. This comes due to the various
cultures, events and changes that they’ve been
exposed to. Working across categories has
provided us with findings that help us decode &
understand the youth of India better. Here, we
present to you our findings about the youth.

3. WHAT DOES TODAY’S
YOUTH WANT?

4. MAXIMIZING LIFE
MAXIMIZING LIFE
Social connectedness Familial Bonding Experiencing life
Enhancing and/or
learning new skills
The youth today are strong believers in the philosophy of YOLO and want to squeeze out as
much as possible from life. Their code for life is “Bhagwaan ne ek hi zindagi di hai..iss ek zindagi
mein zindagi ka har pehloo azmana chahta hu”
Online and offline.
Both become critical
to their existence and
their identity. It is
about knowing and
networking and at the
next level, having
followers and
influencing others
Spending time with
parents, siblings is
about emotional
connectedness. It is
about being able to
reach out to one
another and watching
each others’ back
Through travel... new
foods and cuisines...
different experiences
like music etc. to
ensure that they live
life to the fullest and
are able to lead and
participate in social
conversations
To better self in
different ways. Thus
learning new skills and
developing new
interests like playing an
instrument, learning
photography, etc.

5. KEEPING MULTIPLE TABS OPEN
KEEPING MULTIPLE TABS OPEN
Multitasking today is a necessity and the youth today are juggling many balls to ensure they are
able to pack in more. No matter how tight the schedule is, multiple tabs always need to stay open
WORKPLACE TAB GHAR WAALA TAB SOCIAL LIFE TAB EXTRA CURRICULAR TAB
• Navigating pressures
of the workplace and
meeting deadlines
• Undertaking more
work beyond the KRAs
• Helping out at home
and doing chores.
• Contributing to the
family by buying
clothes or paying
utility bills
• Catching up with
friends over
coffee/drinks/movies
etc. over weekends or
on weekdays post
work
• Exploring new places
(restaurants, pubs,
new locations, road
trips, etc.)
• Hitting the gym
• Picking up a new hobby or
doing something one
wanted to do for a long
time like photography,
playing the guitar, etc.

6. ALWAYS KEEP UPDATING
ALWAYS KEEP UPDATING
In a world where change is the only constant, the only thing they can count on is
themselves. They are constantly looking at getting to the 2.0 version of
themselves. These aspirations are also being shaped by the internet as they are
exposed to various lifestyles, fashion trends, technology, travel, etc. They also
seek opportunities that provide expansive learning, exposure & experience.

7. 10 minute MEIN DELIVERY
10 minute MEIN DELIVERY
Today’s youth has been living the “app”y life that eases everything and makes you
crave instant gratification. Living in an era of instant likes, on demand
entertainment, food delivery, etc., they youth want everything fast.

8. Let’s try to understand the youth basis a few
socio-cultural pillars

9. ENTERTAINMENT
ENTERTAINMENT

10. GHOOMENGE, FIRENGE aur KYA
Since the pandemic induced lockdown, OTT platforms have
witnessed an increased interest in Korean, Turkish and Spanish
Dramas in India
Japanese anime has numerous things present in it that can be tracked
back to India as a result of which they have also been witnessing
increased interest amongst Indians
The absence of out-of-home entertainment (in the form of travel
and recreation) has led to this interest (Virtual touring effect)
Upon exposure to these shows, the curiosity to explore and
understand the rest of Asia sets in more intensely leading to
increased interest.
The cultural similarities and strong storylines also adds to the
interest (better relatability for Indian audiences) and have been
motivating Indian audiences to go beyond the predictable languages
such as German, French, Italian
GHOOMENGE, FIRENGE aur KYA

11. At the same time global hits like Money Heist, Narcos
have given rise to increase in viewership of shows in
foreign languages.
This allows the Indian audiences to experience &
explore cultures that they were not exposed to.

12. CAN I GET A BITE PLEASE?
New discovery on OTT platforms is a must and comes from boredom of
scrolling/surfing on the same platform everyday. But, apart from this, the youth want
to try out other platforms or watch a movie/show that isn’t available on the platforms
they have subscribed to which is why they seek economical subscription options.
BITE
32%
68%
35% 32%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Regular heads up about
their future launches
Facilitate discovery of
new content beyond my
existing search based
recommendations
Allow me tomake
subscriptions on per day
or per week basis or per
content or some such
varied subscription
models
Make way for more
interactive content
Organize show timings for
new movies to bring in
original theatrical
experience
I will be really excited if OTT platforms ______

13. I WANNA GIVE IT A SHOT!
Queen’s gambit turned chess into a sensation as
chess sets and accessories witnessed an
extraordinary increase in sales. Ebay witnessed a
270% rise and Goliath games that sells 6 types of
chess sets witnessed a 1048% rise. It has also
paved a way for chess streamers who are trying to
turn chess into a viewable sport.
Another global hit, Squid game impacted sales of
products we never could have thought about.
Sales of white vans rose by 7800% and the colour
teal rose in global searches by 130%.
It goes hand in hand with the exploratory nature
of today’s youth. They want to try out new things,
explore new cultures and just give it a shot.
I WANNA GIVE IT A SHOT!

14. INSTIGATIONS
INSTIGATIONS
Creating economical packs
for people who are looking
for specific content on your
platform or want to try it out
due to sheer boredom.
Integrating products in non-
traditional ways and establishing
relationship of the product with
key characters. For eg. Atharv
from family man plays a game
that even his father (Manoj
Bajpayee) gets addicted to. This
can work in favor of reviving
categories as well
As people are exploring
foreign content, they are also
seeking fresh ideas in
vernacular content. These
can be combined to deliver an
experience. For eg. Content
around an Indian business
tycoon’s first visit abroad
ECONOMICAL PACKS EXPLORE THE WORLD PRODUCT INTEGRATION

15. FINANCE
FINANCE

16. Old is the new ‘new’
The young audiences trust the wisdom of institutional banks however are
attracted to the new age, fast paced, innovative startups.
They seek innovation and easy to use applications from legacy & traditional banks
“I want to start off with whatever I have
access to currently toh existing bank ke
through invest karna prefer karungi”
“I already have an account in a bank and
my family members invest through the
same. So, its more trustworthy for me”

17. Independence but selective dependence
The youth seek financial independence and want to get out of their parents’ radar as soon as
possible. At the same time, they also wade through the complexities of financial management &
planning and in order to ease this, they turn to their family members for advice.
Financial independence is great but scary and one needs the guidance of someone who is
trusted.
“I will seek initial advice from my
family members as they have
experience with investing”
“My father has been investing for such
a long time and I trust his judgement”

18. EXPERIENCES FOR LIFE > ASSET CREATION
Financial independence and wealth creation has now moved away from asset creation and has
become an enabler for indulging in experiences. It has become a way of experiencing a larger life
and is not just about creating stability to fall back upon in times of crisis.
“I want to have a different account
after I start earning to manage my
own finances and chase my goals”
“I want to travel a lot and maybe own
a pet in the future”
“If you have money then parents let
you do everything. I want my own
money so I can travel and explore”
VS.

19. INSTIGATIONS
INSTIGATIONS
Although, millennials/Gen-Z’s are
most aware of traditional banks,
they find these banks extremely
boring and dull. Banks need new
UI/UX interventions that appeal
to them as their interactions with
apps has increased and they want
similar innovations/simplification
in all their apps.
Youngsters still look up to their
family members and take advice
from them on financial planning
& management. Creating
programs & touchpoints that
allow them to influence the
younger generation will help us
in roping the younger
generation in.
Convenience is a must do in
today’s era of apps. What
consumers seek from apps is also
trust as there are rising privacy
concerns. They also want a product
to serve a purpose in their lives
and add value. Brands should keep
this in mind and craft proposition
that lies at the cusp of
convenience, trust & life context.
BEYOND CONVENIENCE PROVISION OF FAMILIARITY INFLUENCING PERSONAL
INFLUENCERS

20. RELATIONSHIPS
RELATIONSHIPS

21. PARTNER IN CRIME, HEALTH AND FUN
Relationships among today’s youth is more than just for romance or
companionship or financial stability.
Youngsters today are looking for partnership in romantic endeavors,
businesses, health and fitness and every other aspect of life.
The expectations they have from their partners is much more today.
And they in true sense are equals. From becoming fit together to
leading a successful venture, relationships of youth has developed
into participating in everything together.
PARTNER IN CRIME, HEALTH AND FUN

22. FRIENDSHIP FIRST, ROMANCE NEXT
Modern relationship between Indian youth is
evolving and more than anything, friendship is at the
core of it.
Men and women share everything from talks to
secrets and the urban, progressive male is more
than welcoming, open and emotionally mature.
FRIENDSHIP FIRST, ROMANCE NEXT

23. SEX
SEX

24. PORNOGRAPHY = SEX EDUCATION
Pornography hugely dominates people’s knowledge
about sex. The kinds of images and acts shown in
films often vilifies the sexist remark towards both
genders but majorly women.
While the youth of today is realizing the importance
of reliable sources of education,
PORNOGRAPHY = SEX EDUCATION

25. The Urban Indians are now recognizing Sex as an
important part of their relationship.
Youngsters have a casual attitude towards having
sex before marriage.
According to the survey of 1,500 people by Tinder,
Indian men and women aged between 18 and 34
years, think about sex quite often and have a
broader perspective of exploring different forms of
sexual pleasure.
YOUNG INDIA IS OPEN TO
EXPERIMENTING
YOUNG INDIA IS OPEN TO
EXPERIMENTING

26. HEALTH
HEALTH

27. The rise of proactive wellness and a optimistic attitude
towards health has led to young adults relying on fitness
apps, walking apps, calorie trackers and take matters of
health in their own hands
HEALTH AND WEALTH GO HAND IN HAND
Indians and wearables go hand in hand
Fitness Apps in rage
HEALTH AND WEALTH GO HAND IN HAND

28. TESTS PEHLE, SHAADI BAAD MAI
Men and women in a serious relationship and sexually
active are getting each other tested and having
conversations about their and their family’s medical
history so that each of them know what kind of health
risks they are at.
TESTS PEHLE, SHAADI BAAD MAI

29. INSTIGATIONS
INSTIGATIONS
Young India is not young
anymore. They are the new,
extremely discerned about what
they want from products.
Consider them as the final
decision makers of your product.
Be honest and transparent about
products, build an authentic
story about the brand.
Create a partners watch.
Instead of couple’s watch,
create a partner’s watch for
the young audience.
TREAT YOUR CONSUMERS AS
INDEPENDENT DECISION MAKERS PARTNER’S WATCH

30. HOWL!