What Ticks for Indian Consumers/ Family – Ambika Srivastava and Ajit Thakur

15 Oct,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Ambika Srivastava and Ajit Thakur.


‘Brands need to navigate the new media landscape well’


By Ambika Srivastava


As a starting point, one cannot look at women as a homogenous group and define their media consumption habits. To understand the media consumption habits of women, it is important to segment them not just on the basis of demographics but also on the basis of their values and lifestyles. Depending on the lens that you use to understand women, media consumption will differ quite significantly. For middle class women and women in smaller towns, television rules the roost, and it will continue to do so for some time.


However, use of mobile is changing life for these women – and in no small measure. Having said that, to leverage mobile from an advertising perspective, a lot needs to be done. For brands targeting masses, television would continue to drive reach. They might need to look at mobile more seriously though for more personalised communication with this target group. The role that media plays in the life of a woman depends on her life stage as well as her aspirations.



‘It is time the industry goes beyond entertainment’


By Ajit Thakur


Despite the rise of specialty channels in India, the youth of India is consuming a lot of general entertainment content. On any given day, youngsters are watching at least one hour of TV content out of which a majority share goes to general entertainment. The youth can be divided in two groups: 25 years plus and the below 25 years audience. These are audiences who are either pursuing higher studies or have just started their professional careers.


The 25 plus audience have a sense of responsibility towards their company/profession and towards their family. They are hungry for knowledge, are intelligent and have an opinion on issues affecting the country and the world around. This is the segment that will drive the change, not only in terms of the kind of content that will be produced but also in terms of how the content will be consumed.



If we evaluate the media consumption habits of working and nonworking women or stay at home moms vis-à-vis career makers we will see a different pattern emerge. For working women, newspapers are a major source of information, and hence their importance is increasing for marketers as well. One would notice that FMCG brands targeting women have increased their exposure in newspapers. The internet especially on the mobile is helping them make more informed decisions. For entertainment, in terms of appeal and content, Hindi serials and films rule the roost.


Subtle changes in television content are already seeping in. There are quite a few serials on air today where one sees the characters dealing with issues both at home, and at workplace. Working women find an association there as they can relate to the adjustments being made. For urban woman of today, anything that helps her cope with her new lifestyle and new demands that society is imposing on her is of relevance. Good examples here would be mobile, emails and social networking.


Today, television as well as the internet is the women’s window to the world –TV more for those without a smartphone. Both these media keep her entertained and well informed and connected. To make an impact, brands need to navigate the new media landscape well. Socio-economic status as well as the emotional needs of women are perhaps the most important criteria to consider while looking at media consumption.


I see this audience moving from unconnected world to the connected world and vice-versa, led by a higher proliferation of smart-phones and internet enabled devices. From a content standpoint, it is critical for broadcasters to offer contemporary, fast-paced shows that carry an image of India’s youth. Content that not only inspires to address problems, but one that also aspires the youth in achieving personal or career related goals.


It is time that the industry goes beyond entertainment to inspire and aspire people in the country. The youth of India is also the single largest consumer segment and it is this segment that will drive the change in the country. A lot of advertising is geared toward this consumer group. Channels that will offer differentiated, modern and relevant content will emerge victorious in engaging with this TG.



Tomorrow: Thursday, October 16: Men – Prema Sagar and Arvind Sharma



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