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Building youth brands in a youthful country

Date of publication: April 7, 2009

Catalogue: Asia Pacific 2009: Competing On A World Stage

Company: Bates CHI & Partners

Author: Dheeraj Sinha

Abstract:

India today is a youthful country and all brands are trying to be young. In a context where 24 -45 years old are being targeted as youth, building brands for the real youth (15-24 years) needs a new framework. It needs research that can experience youth's world from their side up by creating spaces for equal interaction. It needs brands to get away from the traditional need gap model, focusing more on the consumer's life links rather than worrying about what links them to the consumer.

Dheeraj Sinha

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Sinha, D. (2009a, April 07). Building youth brands in a youthful country. ANA - ESOMAR. Retrieved October 31, 2025, from


https://ana.esomar.org/documents/global-brands-and-youth-activism