VML Qais's 'Generation Asia' engages with panelists from different domains!

VML Qais  is a global digital marketing agency, a winner of seven Cannes Lions in 2012, and is renowned for its thought leadership and ability to push the intersection of creativity and technology. VML Qais is the Asian arm of the VML network, serving the region from offices in Singapore and India.  Conducted by VML Qais, Generation Asia is an in-depth attitudinal study into the 18-35 year old demographic across 9 Asian countries. It is Asia’s most comprehensive psychographic study in terms of number of respondents, geographical coverage and in-depth insights into 16 key topics. Generation Asia India is a study of over 2000 respondents in Mumbai, Delhi, Bangalore and Hyderabad carried out in June-July 2012.

The issue of generation gap can be differentiated in various parts of the world and hence in order to understand this VML Qais presented an unprecedented psychographic and brand study named ‘Generation Asia’. Generation Asia is believed to be one of the most in-depth studies of its kind. It  reaches across 9 countries to uncover the hidden motivations behind Asia’s most economically active group, viz. 18 to 35 year olds.

The theme of the discussion was  ‘individualism’ since that has been the focus of Generation Asia in India and the research proves that this  generation has  moved away from the ‘we’ society to a ‘me’ lifestyle. Generation Asia in India believes that their individual aspirations and their way of life are central to their lives and it is interesting to note that  India has scored the highest among 9 Asian countries.

VML Qais launched the Generation Asia India study at a panel discussion on 9th January 2013 at Blue Frog. Rajeev Lochan, Director Research, VML Qais Asia welcomed the group of panelists who belonged to different professions. The panel included Aditi Singh Sharma (Playback Singer), Anjali Kirpalani (fashion & lifestyle Blogger, StyleKandy), Amar Goel (Founder, Komli Media), Colston Julian (Fashion & lifestyle photographer), Dhaval Udani (CEO, GiveIndia), Joyneel Mukherjee (Anchor, CNBC Awaaz), Pooja Dhingra (Cordon Bleu Chef, Le 15 Patisserie) and Vivek Krishnani (Distribution & Marketing, Fox Star Studios).

The experts were moderated by Mr. Lochan. A lively debate ensued with the panelists discussing topics like the use of social media to communicate and fashion trends. The rise of individualism and its pros and cons too was hotly debated.

“India is at the crossroads as a society and Generation Asia is at the centre of it, straddling two visions of the world. Born into a tradition dominated and community-centric society, India’s 18- 35 year olds have witnessed rapid change in the socio-economic scenario leading them to shift away from the ‘we’ society to a ‘me’ lifestyle,” explained Rajeev Lochan.

“The single most important life value for them is individualism, it’s more important than the spouse, friends or family. There’s a strong emphasis on personal aspirations and way of life.”  added Rajeev. 

As today’s generation is very enthusiastic about their future and are experimental in nature, they want to stand out from the crowd.  Elaborating on this point Aditi Singh Sharma said, “Though today’s generation is outspoken but I still feel they lack in confidence. They are the ones who update their status on social media sites frequently but when it comes to talking  face to face they hesitate.”

Amar Goel shared his opinion about the presence of social media in the life of youth today and their expectations from it . He said, “Due to new applications on social media platforms, a lot of  stuff is becoming public. People do want to share their stuff but that too only in certain limit.”
While  discussing the  pros and cons of social media platform, Pooja Dhingra opined that she has experienced business benefits through these platforms and it is helpful in increasing demand.

“The new generation Asia study has given an intriguing insight into how 18-35 year olds in India feel, think, dream and desire. After six and a half decades of Independence, the nation is in a mood to experiment, satisfy their demands and live life to the fullest, on their own terms,” said Rajeev. 

Generation Asia’s optimism and ambition is reflected in its attitudes to the 16 key topics, namely: Automobiles, Beauty (Men & Women), Communication, Education, Entertainment, Fashion, Food, Money, Health, Kids, Love, Luxury, Media, Sports, Technology, and Travel.

“Having grown up in a country which evolved from socialist to being one of the most dynamic markets in the world with opportunities galore, this is a Generation that is ambitious and wants to experience life to the fullest. But are they really spoilt? Do they want it easy? We set out to understand their attitudes and beliefs, and this is an invaluable resource for talking and connecting with them,” said Rajeev Lochan. He also went on to say “For a few years now there’s been talk of how Asia is starting to dominate world affairs, economically, socially and even culturally, and yet this powerful zeitgeist was not seen as the lens through which an entire Generation is going to view their own lives.”

This ambitious generation  is  going to take decisions that define the future landscape of global society, as well as the fate of brands and this is what prompted VML Qais to identify and examine Generation Asia.

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