MTV Insights Studio unveils youth insights study

28 Jan,2020

By A Correspondent


MTV Insights Studio has released its youth insights study titled ‘MTV Mera Bharat Amazeballs’. The study focuses on the changing mindsets of Indian youth who are resolute to make India great again.


Speaking about the need of an in-depth study on youth behaviour, Ferzad Palia, Head – Voot Select, Youth, Music & English Entertainment Viacom18 said: “For over two decades, MTV has led the way in understanding the pulse of its young audience and has been a pop culture icon. Deep consumer insights and continuous engagement with our audience is at the heart of how we‘ve managed to lead trends over decades. We’re proud to share our learnings with the world.”


The study reflects unique choices and preferences that define young India. Going by its title, the study explores the multi-dimensional and conscientious facets of the youth – highlighting their belief in a new India, that is replete with opportunities and progress and in alignment with their world view. Going local and thinking global is now the emergent code of new-age cool. The study covers insights from 25,000 + youngsters across 400+ cities between the age of 15 – 25 years. The five key themes of the study are – ‘Make India Great Again’, ‘Bharat = India’, ‘Girl on Top’, ‘Thank God Its Family’ and ‘I am Who I am’.


Navin Shenoy

Commenting on the change in youth’s mindsets, Navin Shenoy, Head of Marketing -Youth, Music and English Entertainment, Viacom18 added: “Mera Bharat Amazeballs is an inward look into the changing demographic of young India and brings to light what makes them tick and what ticks them off. Despite being a generation high on social media, the youth today is passionate, positive and action oriented committed to create a society, where everyone matters. These insights are relevant to the entire ecosystem that caters to the ever-evolving consumption cycle of youth.”

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