What Ticks for Indian Consumers/Children – Ritu Dhawan and Rajiv Dingra

02 Sep,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Ritu Dhawan and Rajiv Dingra




‘Kids are emerging as intelligent news consumers’


By Ritu Dhawan


Till sometime back, Hindi news used to be about a very 40+ kind of audience but with time it has steadily transformed into being a 25+ one with more youth getting engaged to the genre through infotainment. In the last few years, while kids have established themselves as biggest influencers in most categories of consumables, they seem to be emerging as intelligent news consumers as well.


In fact, these days there are times when they appear to be more informed than the adults. Even numbers (viewership) capture 10 per cent profiling for the 4-14 years age group. Yes, the involvement levels may not appear very high at the moment, but in certain events like Aarushi Murder Case, Mumbai Bomb blasts or even Elections, if you speak to kids these days, it is surprising to see the kind of information they flaunt with ease.


How can brands engage kids on digital media?


By Rajiv Dingra


According to a report by IAMAI, the internet population consists of 41 per cent of users that range from kids to teens in the age group of 8-21 years.


This, by any angle, is a significant base from the total active internet population which is now pegged at 169 million users. This means brands that target this age group now can look at digital to engage their audience.


The age group 8-13 is very different from 13-21.


One can clearly see how the 17-21 yearolds in India are present on Facebook, which seems to the primary platform for them to connect. Facebook ad targeting shows that there are 40 million users between the age of 13-21 on the platform.



This, as a trend, only indicates that to engage the mentioned age group may not require any additional efforts. Any new programming initiative to specifically tap the mentioned audience in the said cities has to be done basis an educated trade-off with the core news TG.




40 million is a huge number and definitely that makes Facebook a key platform for engaging the young kids and teens on this platform.


When one looks at Facebook, the 5 Cs that work when it comes to engagement are as follows:


1. Contests

2. Content (relevant to both brand and audience)

3. Campaigns (thematic campaigns that engage audience and gets them involved)

4. Crowd sourcing (young users are active and engage in sharing content as well)

5. Comics (bit strips is one such example )


Beyond Facebook, younger users are logging onto IM chat apps like Whatsapp. Engagement on platforms like Whatsapp and Wechat is not easy. One has to get a fixed number and also create multiple groups to engage audiences. One direct way may also be to do an alliance or sponsorship on the platform.


When it comes to younger audiences like 8-13 year olds and 13-21 year olds one can also look to engage them to mobile apps especially android and iOS. Lots of parents today buy low cost tablets for their kids to play on and games and engaging apps is definitely one way to reach this audience.


On the whole, there are some other new age platforms like Instagram and Vine that are growing globally among this TG group of kids, tweens and teens but in India these platforms are yet to catch on. Only time will tell if global platforms and trends start impacting the Indian market as well.




Wednesday, September 3:  Family/Colvyn Harris and Prasoon Joshi


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