It is very interesting to see that while the average age of India (read buyers) is just about 29 - all the marketers are well into their 50! Not only there is a huge generation gap, there is a complete lack of understanding about who these youths are and what do they exactly think.
Just pretending to be youthful won't help. Youth today are very different than what we have ever experienced, so no amount of extrapolation of old experience would work at all.
So what is the way forward?
Smart iDeAS has been continuously undertaking India Youth Study. At the moment 5 Bschools in India are working with Smart iDeAS in understanding the Next Gen Indians. We have identified 23 parameters on which we are researching and we are looking at young Indians between the age of 15 to 20 years and 20 to 30 years.
The research is also trying to understand how they differ from their parents and on which parameters they differ most.
Once completed this is would be one of the largest empirical studies on Young Indians done recently.