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ISSUE GEN Z THE ECONOMIC TIMES THE AUGUST 09-15, 2017 INSIDEBE PAPA DON’T PREACH! BETA, CAN YOU TEACH? For the special issue themed around Gen Z and Y, Brand Equity gets CXOs across GEN Z ON YOUR ADVERTISING categories to share data-mining done with their own millennial-samples at home and at “YOUR STRATEGY IS SAD work — children, friends of kids and employees — and how those firsthand insights and AF. THAT BRAND THO...” By Amit Bapna & Ravi Balakrishnan On XX 2 anecdotes helped fine-tuning strategies. Sunil Kataria My kids are the biggest Business Head – India critics of ad scripts and SAARC, Godrej especially the ones which Consumer Product are related to kids or Limited (GCPL) teenagers. “MOST BRANDS STARTED PREPARING TOO LATE” Lloyd Mathias One often uses ‘in-house’ Insights from Benoit Former head of PC samples, comprising Vancauwenberghe of Brussels- Marketing for HP Asia employees or children based Gen Y and Z specialist shop Pacific & Japan of colleagues to validate already existing concepts EXPERT SPEAK and campaigns 10 Things That Marketers Have Taught Us About Centennials Sanjay Sharma They would eventually BY INVITATION CEO, MTR Foods adopt packaged foods that WHAT WE DON’T WANT? give them the convenience Harshil Karia busts some to make Indian food easily, myths about this hot- mostly because they might button market not have the knowledge or the time for it. On XX 3 Govind Shrikhande e had firsthand It’s a tough ask marketing to a anonymity admits that while she gap.” While working on the much Street fashion must be value- experience of generation that appears to be born does not have empirical evidence talked about Mirinda - ‘Release the Customer Care Associate priced for Gen Z is neither & Managing Director, looking at clothes to last long just how tough with an overactive BS detector. to back her belief, she is fairly cer- pressure’ campaign, the agency Shoppers Stop nor are they wanting to wear it is, advertising Making the job tougher is misun- tain that these people – at least in consciously steered clear of writ- them multiple times W to Generation Z. derstandings, oversimplifications the Indian context – are a long way ing a script. “We didn’t feel equal HORNOKPLEASE At a screening and stereotypes by over-exuber- from taking the cause-led position to the task of writing one in their of Kung Fu Panda 3, one of the com- ant marketers and consultants. yet and wonders why brands are voice so we got them to do it for us”, Targeted These are people who do not mercials shown was Share The So, depending on who you be- taking that stance when address- Paul shares. Vipul Prakash have to deal with the duality Advertising, Senior Vice President – of the analogue and digital Load for Ariel, the one where the lieve, this is a generation of potty- ing them. She would love to be Some of the marketers trying to Spoon-fed Beverage Category, era, being born into the father belatedly realises the error mouthed commitment-phobes, proven wrong on this, she says. go inside the minds of Gen-Y and PepsiCo India digital age of his ways and promises to help tindering their way through According to Josy Paul, chair- Gen-Z have a home advantage: Because that’s how we around the house more. While the dysfunctional relationships. man and chief creative officer, a child or at least an employee centennials like ad left all the 30 pluses in the audi- Or a sainted, saintly bunch who BBDO India, “They are wired so or a dozen who fall under this everything anyway This generation cannot be Arvind Bhandari talked to but only stimulated ence, sighing and reflective, we never met a cause or agenda they differently, there’s a sense of them grouping. Here’s what some of On 4 XX General Manager - to interact, making the brand heard a 10 year old kid pipe up with couldn’t get behind. A senior being alien, and it’s not a genera- them learnt. Dairy, Nestlé India the platform and reason. “Huh? All that for this?!” marketing head, on condition of tion gap and there’s no emotional >Continued on Page 4 SIDETAKE Instagram Stories has emerged as a clear favourite for marketers over Snapchat THE POSTER BOY FOR GENZ Marketers seem to have set- and over. Still, executives are not clients proactively asking us to do tled on Instagram Stories as a ruling out Snapchat completely, more on Instagram Stories every clear favorite, prefering it over given its recent investments in cre- week,” said Ben Kunz, SVP of mar- ON THE COUNTRYSIDE Snapchat. Instagram’s pure ative tools, ad targeting and perfor- keting and content at media agency scale, evident in its reach, tar- mance measurement . Mediassociates, whose clients geting and retargeting capabili- A year since Instagram launched include HP, Marriott and Black and Akash Thosar ties, has made it an attractive its Snapchat clone, Instagram Decker among others. “I can’t recall Marathi blockbuster Sairat star ’s social media bet for brands. Stories, marketers seem to have a similar conversation related to Half of the businesses on settled on a clear favorite. Snapchat.” “We’re seeing clients put and brand consumption habits explain why he resonates with Instagram produced a story in Instagram’s pure scale, evident in Snapchat back into the box it has the last month, according to the its reach, targeting and retarget- tried to grow out of - a niche plat- centennials of Tier 2, 3 towns platform , and its average usage ing capabilities, has made it an form for younger, digital natives,” ing the first Marathi movie to of the camera, just being myself has also jumped to 32 minutes attractive bet for brands, who said Tom Buontempo, president at SHEPHALI BHATT ` per day for those under 25, and have been moving “millions of social media agency Attention. BY earn 100 crore at the box office. and somehow it worked.” Parshya 24 minutes per day for those 25 dollars” to run ads on it. “We have Source: Business Insider MUMBAI Critical acclaim for the director, (Prashant Kale - the character he the actors, the music, and ap- plays in the movie) is a friend’s Till April’16, Akash Thosar was plause from both Marathi and friend, far from affluent but an an ordinary college student and non-Marathi speaking audience ace at both academics and sport, wrestler hailing from a small teh- - the movie fetched it all. and above all, an earnest village BY RAJIV SINGH & sil (Jeyur) in the Solapur district Thosar got more than just that. boy who doesn’t let the concept of RAVI BALAKRISHNAN of Maharashtra. By the end of the Bollywood bigwigs like Aamir rich and poor come in the way of Why is Maa still the Baap of DELHI & MUMBAI month, Thosar had become the Khan (also his favourite actor love. “I think I am Parshya. I was star of Nagraj Manjule’s Sairat of all time), Amitabh Bachchan, in Thane for the film’s promotion Scene 1: A visibly-hassled mother - a Zee Studios regional produc- and Salman Khan, openly and I heard some guys saying: shouts at her child for not study- tion with a budget of `4 crore. praised the 24-year- Kuch nahi yeh apne jaisa hi hai. ing properly. The child’s grand- Centennial Marketing? Sairat ended up becom- old’s acting prowess Bas iski kismat khul gayi hai (He’s mother, in turn, gently chides her Is it time to throw the mummy out with the bathwater? on social media. one of us. Just that fortune has daughter by apologising for fo- The latter two smiled on him). I think they loved cusing too much on marks when were also seen the movie because they saw them- she was a child. While the under- promoting selves in Parshya.” lying idea is noble, the tool used Thosar’s second Inevitably, post Sairat, Thosar by Cadbury Bournvita is age-old: Marathi film ‘F.U.’ had become the poster boy for mothers! on Twitter a few Gen Z of Tier 2,3 towns. Despite Scene 2: A mother worried about months ago. living in a Tier 1 city now (Pune), lack of complete nutrition for But Thosar’s social her children. Enter Horlicks these NO TEXTS SINCE media habits and with packed nutrients and vi- dreams of brand consump- tamins, which claims to make stardom had no I’M OFF WHAT- tion patterns are no- ‘kids’ taller, sharper and stron- Bournvita place in pehal- where close to what ger.’ Another malt-based drink wan Thosar’s SAPP. IT’S LIKE you’d expect from for ‘kids’ (not Junior Horlicks) “Over time, parents have evolved mind. He an urban celeb. between 7-15 years is being mar- and moved from authoritarian recalls: “I PEOPLE HAD keted via mother! figures to mentors to their chil- was wait- NICE THINGS TO No Snapchat, From Horlicks to Bournvita dren. The brand has continued to ing for my Insta, Pinsta to Dettol to Colgate, you name a partner mothers in their efforts bus at the SAY ONLY TILL I Thosar is not on brand used by children up to 15 to prepare children for achieve- village bus Snapchat, Twitter, years and you will see a mom in ment in life.” Bournvita has tran- stop when WAS ON THE APP or WhatsApp. the commercial. This is the sad sitioned from physical sports to Nagraj sir’s “I used to be on reality of marketing to the cen- other spheres of success, but the brother spotted me and asked WhatsApp but uninstalled it after tennial generation—those born mum remains at the centre.

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