What comes to your mind when you read or hear the line"Yeh hai Youngistaan meri jaan"?Definitely the punchline of PepsiCo India.Yes Pepsi is riding high on the "youngistaan"wave.I feel that the idea behind the campaign is to display the bindass attitude and fearless speaking mind of Indian youth.The Ad having SRK,Ranbir Kapoor and Deepika Padukone entails the smart thinking and attitude shift of youth in India.I found my six years old cousin also screaming the punchline.It really fascinates me how this Ad has made an impact on kids also.If we will observe keenly then we will find that not only Pepsi but also so many other companies are following the same suit.Be it indian cricket team,indian politics or indian corporate domain.Everybody is advocating about the young blood.Youth of India is aspiring,bulging with confidence and talent.They need high life and freedom at there reach.So concentrating on youth has became the top priority for every company and this made Mahendra Singh Dhoni the biggest endorser of recent time.Big Bazar's-Desh badla bhesh badlo campaign tries to convey the tranformational appeal to indian customers.So many company has signed Dhoni to endorse their brands or products.Television shows are also now more youth oriented "Mtv splitsvilla","Roadies","Teen diva" and "Wass up-The voice of youngistaan"are quite popular among the youth.All media channels and production houses are now coming with shows targeted at youth.
The buying behaviour of indian youth is not so affected by the current economic slowdown.Infact all major companies in apparel,food and entertainment sector are reporting that the revenue is still coming from the indian youth's wallet.So during this tough time they are more concentrating on the buying behaviour of younger generation,catering to their specific needs.I feel the ultimate aim of companies now to connect with the youth,building on the expression of "Yeh hai Youngistaan meri jaan"
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3 comments:
micyou are right many companies are targeting the youth and the teens as they are influencer's in the whole buying process.it true india is youngistaaan.... :)
Dear author,
well said ... i really appreciate your focus and comments but 1 thing i want to add is the negativity of this .....some of the Guthka,Cigarettes companies are driving and attracting the youth of india.. which i feel should not be there .... The advertisements should be banned completely and a complete awareness should be made.... lets hope for a "healthy" youngistan in the near future ....
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