Bindass co-authors Indian edition of Generation Einstein

30 Mar,2012

By A Correspondent


Entertainment brand Bindass is co-authoring the Indian edition of the book, ‘Generation Einstein’, along with international author and speaker Jeroen Boschma.


The book describes a new generation, ‘Generation Einstein’ that was born during the last decade of the previous century. The youth and young adults of today aged 12 to their early or mid-twenties represent a new generation with positive characteristics and values which are shared amongst young people all over the world and therefore the first real global generation.


The book stresses upon the significance of the youth as an important part of the market. It’s about a faster and more social generation that understands the world better than anyone else. The book aims to decode this generation and help marketers reach out to them.


Keith Alphonso, Business Head, UTV Bindass said, “Technology and communications have brought global aspirations to the Indian youth and a lot of the international trends witnessed abroad are evident here as well. But, there is and will always be a certain Indianness that sets apart the Indian youngster. We at UTV Bindass have our finger firmly on the pulse of the youth and understand this Young India. By co-authoring this book with Jeroen we have opened up our vast archive of research based insights to make the book’s Indian Version truly relevant and contemporary. As a part of Bindass Open Source, we believe that by sharing our insights with brands and partners like Jeroen, we will all be able to get a robust understanding of Young India.”


Already published and immensely successful in the international market, the version co-authored by Bindass will be specific to the Indian market and will speak about the emergence of a global generation in India, their likes, dislikes, lifestyle and what sets them apart from the others.


The book will also throw light on new-age communication strategies like ‘Increation’ which is a more effective method of communicating with a youth segment. It involves putting many ideas to test, then trying to use the reactions to narrow down the ideas.


Young people are ultimately suited to working with in-creation projects. They are extremely creative because of the world in which they live and their present stage of life.


The Indian edition of Generation Einstein also goes on to explain the communication strategies that marketers could adopt in reaching out to the youth with the help of India specific case studies such as Tata Docomo, Bindass and Virgin Mobile, among others.


The announcement of the Indian edition of Generation Einstein is another step by Bindass in creating awareness about internationally recognized methods of understanding and engaging brands in India with this generation, the book is expected to hit stands by end of April 2012.


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