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MTV’s youth guide
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The State of Cool tells how Gen X thinks and acts
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MTV Insight Studio brings to you “The State of Cool”, a compilation of insights and trends of I-Gen — Young India. MTV Insight Studio, the channel’s research wing has chosen emerging and dominant trends from various Indian and
global studies which will not only give you an idea of how this generation thinks but will tell you of ways to connect with them.
The book, “State of Cool”, is a journey into the consciousness, psyche and style mantra of the youth. The target group for the studies are economically-active people in the age group of 15-24 years, living in urban India.
The study has revealed that an average of nine billion is spent as pocket money by young people in India everyday.
Aditya Swamy, Vive president, sales and marketing MTV India, says: “MTV is the universe of the young and ‘The State of Cool’ is a reflection of our obsession. This book gives marketers and advertisers knowledge that will help understand their audiences better.”
The book also states that the Indian youth is the happiest in the world. Young Indians have morphed from the strugglers of the ’80s to confident happy go-getters of the 21st century. “Forty six per cent believe that they are online most of the days and 16 per cent claim they hardly ever turn their PCs off!” The desire for connection drives most digital behaviour, say the people behind the book.
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