Indiantelevision.com Team

(18 November 2008 7:00 pm)

NEW DELHI: JWT India and Youth Dynamix, a specialist WPP youth agency, have launched Trax study on the youth in India.

The study assists brands in developing strong youth strategies and allows building bridges between the youthful consumers and adult brand.

Says JWT India CEO Colvyn Harris, "India's youth represents the greatest potential to help India realize its economic goals and potential. Understanding their motivations and aspirations in greater depth will ensure we continue to put India on a global stage. For marketers this understanding represents huge business potential as they convert this segments' insight into business. We are delighted to partner Youth Dynamix for our clients benefit."

The study covers a host of categories, including financial and shopping behaviour, technology and telecommunications, media and advertising, lifestyles, attitudes and family dynamics.

“The time has come for all brands to have a comprehensive and ongoing youth strategy. Never before has a generation been so different and the future of one's brands and services will be determined by one's ability to connect to this fickle, fast paced and dynamic sector”, adds Youth Dynamix MD Jane Lyne.

According to the company, the study is across gender, covers many economic sub segments and understands the sensitive and fragmenting age segmentations. The study discovers the preferred choice of brands, and is also focused on uncovering the core need states, attitudes and beliefs of India's large and vibrant youth sector.