A dynamic mix of conversations at MTV Age of Sinnocence

All the brands know that today youth is a segment that one can't take for granted. All their aspirations and desires are not mere impulsive wants. More intelligent than ever, these young people are focused and clear in their ideas and thought processes. However how much have they changed over the years? What kind of new trends are they setting? How should marketers steer their brand conversations to incorporate these opinions and sentiments of the youth of today? Virgin Mobiles Presents MTV Age of Sinnocence' -Youth Marketing Forum 2011 discusses all this and much more.

A dynamic mix of conversations the forum was an extraordinary attempt to understand the psyche of today's youth, empowering you and me with insight to decode their thoughts and attitudes. The power-packed forum featured International speakers Cristian Jofre, Ex-Global Creative head, MTV International, USA, Reinier Evers, Founder -Trendwatching.com, Virginia Mouseler, MD, The Wit, leading Indian actor Priyanka Chopra, eminent personalities Akriti Kakkar & Anuradha Sengupta, and renowned brands like Virgin Mobiles ' Anant Pal Singh Gill, Amit Agrawal ' Google, Piyush Sharma ' Maxim, Arvind Krishnan ' Bacardi, Vijay Nair ' OML, engaged in engrossing discussions on the various factors that influence youth, today on 29th April, 2011 at the Comedy Store, Palladium.

Aditya Swamy, Channel Head-MTV, who opened a discussion on vices and virtues and paved the way for planned sessions on the relationship and attitude of Indian youth towards money, aspirations, career, ambition, romance & sex life,said: "MTV's has always invested in studying and understanding the youth. Over the years, our studies have thrown up some very interesting insights. Our headline study for 2011, Age of Sinnocence, is an opportunity for us to open our minds to the world of young people. Today, Young India is confident and courageous. They are experience junkies. Nothing is taboo, nothing is out of reach. With this kind of self belief, the sky is the limit for this generation. And to connect with them, you need to be provocative and break all rules. Today was a moment and the start of a fresh, engaging dialogue and the response has been overwhelming."

Swamy also went on to state that though the Young India is as confident as ever, they still have values and beliefs in traditional ways like family, career and marriage. He said, "The youth today openly admit to being sinners but not cheaters. There is this positive energy and the perfect balance of things which drives the young people today."

Hosted by the outrageously funny Cyrus Broacha added flavor and spunk to the long day forum. A special appearance by Youth Icon and one of India's leading actors, Priyanka Chopra led an exclusive session on the evolution of Indian Cinema and its depiction of youth culture in films over the years was delightfully enlightening.

Also exploring encapsulating subjects like "The journey from an idea to a campaign - A creator's workshop', Spotting trends amongst 20 something - A Trend Spotting workshop, Creating experiences for the young people ' Music & Live Events, The Reality of Youth life - On screen and Off screen, The Age of Sinnocence & Cinema and the experiences of Cult Brands like Google, Virgin Mobiles & Maxim that surrounds the world of a young individual today. Culminating with a live youth panel ' creating an eclectic & engaging environment that was fun & whacky! The inimitable Papa CJ, was madness personified as he brought down the house with his wisecracks and interesting snippets on the youth.

Based on an explosive & insightful cutting edge youth research study titled "Virgin Mobiles Presents MTV Age of Sinnocence', undertaken by MTV India in association with TNS and Quantum Consumer Solutions - launched on Monday, April 25th, the MTV Youth Forum 2011 resonated the attitude of today's generation - Virtues are out, Vices are in!