Creativeland Asia Voice

Let’s take a look at the average Urban Youth in India. It’s easy to spot them. With their trendy haircuts that cost anywhere between Rs.300 - 1500. With their Sunglasses (even on cloudy days) that range from Rs.150 - 5000 depending on whether they are from Colaba Causeway or Armani. With their fancy clothes with fancy logos patched on them. With nails done up at Rs.50 per nail at the Nail Bar, an exclusive parlour for NAILS! You can spot them walking down college streets, wearing their 3-inch Aldos and heavyweight Red Tapes.

Like a recent ad suggests Network has become the fourth basic necessity of life. MP3 players, cell phones and Orkut accounts have all become mandatory for the youth.

The choices to buy are plenty; the places to buy from are even more varied. So what moves the youth of India today to buy an ipod and not a China-made MP3 player? Why have Orkut and Facebook become so much of a fascination? Do marketers understand the reason why the youth would die for a shirt with the logo of D&G even if it’s a cheap rip-off of the brand? Why is it that brands want to get rid off their wrinkles and be seen as young again?

This research conducted by Creativeland Asia, will try and understand the above and much more. From Youth Behaviour, to what they think about sex, music, drugs and education. The research, just like the youth, cannot be constrained by boundaries.

The basic objective is simple – Understanding the Youth Pan-Asia.

The research will be a 360-degree look at every aspect of 'The Pan-Asian Youth'. It will be based on interviews and perspectives shared with us by not only the youth but also marketers and journalists who have a rounded view of issues affecting the youth. The research will be conducted primarily through Podcast. It will first start with a detailed study of the youth in India and then move on to other countries in Asia.