What Ticks for Indian Consumers/ Men – Ajay Trigunayat and Sanjay Tripathy

31 Oct,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Ajay Trigunayat and Sanjay Tripathy


Technology to drive popularity for the genre

By Ajay Trigunayat


In the coming seven years, we foresee a tectonic evolution in technology and the way consumers will consume the genre.


Consumer evolution

As we see it, in the next seven years India will see the emergence of a large consumer base that’ll be consuming content in English. Even reach of the English Movie Channel category which is about 70 million/ week currently will more than double to approximately 200 million+ viewers/week. While currently the appeal for the genre is more prevalent in the eight prominent metros, this will shift to higher consumption in the 1 million+ and All India markets.


Also, consumers will be more quality conscious and technology enabled. The consumer market which is currently dominated by CTVs, Plasma TVs & LCDs will move to LEDs, projection screens and flexible screens. Screens will also get larger and will be the key driver to improve viewing experience.




‘Need to understand the TG first to be able to market effectively’

By Sanjay Tripathy


It is not entirely accurate to say that men have not evolved. Even though it is still a metro phenomenon, gender conventions are slowly blurring. Men are formulating a nuanced idea of what it means to be a man. The “manly man” has also been portrayed with a wink these days (e.g. recent Mahindra Verito TVC) and men are putting their own masculine stamp on child care, housework and even skincare thus changing trends.


To state a recent example, consider the Tanishq advertisement that has broken the stereotype by celebrating the idea of remarriage and portraying the acceptance of a woman with a grown-up daughter by the man. While some men are welcoming the new options that a less prescribed model of masculinity opens up, for others, there is probably no choice. With changing socioeconomic status of households wherein the family is nuclear and both husband and wife earn the livelihood, it becomes imperative that the responsibilities be fulfilled interchangeably.




Technological evolution

While the current TV landscape is predominantly SD, it is expected to be dominated by HD technology that’ll witness multi-fold penetration in the country in the future. Also, by 2020, the country will also see the advent of Ultra HD & 4K TV services which shall redefine viewing experience (Note: the television sets are already available)


With advanced technology and increasing bandwidth, storage and home video options will cease to exist. There will be an explosion of VOD services i.e. SVoD, AVoD and NVoD. Viewers will have more choices and also the ability to exercise their choices. They will be able to stream and watch content on the move.


By 2020, although television shall remain the biggest reach platform, digital will converge into mobile platforms to facilitate brands to engage and interact directly/more personally with audiences.




With greater influence from western world, people now prefer smaller families and lesser dependence on extended family members. Such a change in equation is reflected in advertisements and television programming. Research shows that man has changed with the changing familial and social structure. In addition to his role as the provider, there are now additional expectations from him on responsibilities considered earlier as the woman’s domain (e.g. child care, household responsibilities etc).


If we look at men in various town classes, they do differ in terms of aspirations, behaviour, motivations and notions of masculinity. In some ways, we marketers understand the metro male completely, because we are them and we live amongst them and we interact with them on a daily basis. But that does not reflect the entire universe of population.


The male population in non-metros has the money and often the exposure to global brands almost comparable to a metro male. Today, it is important to understand them first to be able to market effectively. Men across geographies cannot be reached through similar marketing strategies. One size does not fit all. Marketing activities need to factor this in.



Tomorrow: Monday, November 3:  Women – Karthik Srinivasan and Suman Srivastava


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