THE TASK

Our client was a global leader but had not been able to relate to Indian millennials.  They wanted to decode this generation in terms of the brands and experiences they hold dear, so that they could land a true connect

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THE APPROACH

Expert huddles with spokespersons of the millennial attitudes in India –content creators, fashion influencers, comedians, journalists and entrepreneurs. The aim was to uncover the buzz words, trends and motivations that excite urban millennial India today

Digital self-ethnography through online communities to capture specific events and experiences that rally millennials together – in order to understand what events speak to them and why.

Followed by face-to-face engagements to gain a deeper understanding of this segment so that the brand can associate itself with events / experiences that will capture their reality and imagination

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OUTCOME

The project, which is part of a large global study, is currently building on market specific audience insights to devise a strategy for event and brand activation

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