The

The Remix
Remix Generation:
Generation:
Understanding
Understanding The
The Changing
Changing Indian
Indian Youth
Youth

The Prosumer View

60’s Remixes Dominate The Music Charts
Mehendi Tattoo, Embroidered Jeans, Platform Kolhapuris…
Vodka Paanipuri, Digital Rakhi & Internet Horoscopes Have
Found Their Place With Indian Youth
Is Remixing Just A Music/Fashion Phenomenon?

Not
Notperhaps
perhapswhen ‘ArrangedLove
when‘Arranged LoveMarriage’
Marriage’isisthe
themost
mostpreferred
preferredchoice
choice
Welcome To The Remix Generation

The
TheIndian
IndianYouth
YouthToday
Today

••Trying
Tryingto
tofind
findaacultural
culturalmiddle
middleground
ground
••Between
Betweenyesterday
yesterdayand
andtomorrow
tomorrow
••Fertilizing
Fertilizingthe
theold
oldwith
withnew
new
••Remixing
Remixingto tocreate
createaanew
new‘unique’
‘unique’
way
wayofoflife
life
Understanding
Understanding The “Prosumer” Concept
The “Prosumer” Concept
Businesses Are Seeing More Change Than Ever Before

Business Communications Consumers

How Communication Is Changing

Broadcasting Narrowcasting

Permission marketing/Whisper
Mass advertising
campaigns/Buzz marketing

One way messaging Participative media

Standard messaging Infotainment

Clear Need To Leverage A Few Critical Consumers
Who We Call Prosumers
Prosumers are the 20–30% of people
who make and break markets…

…in every category and in every geography

 Prosumers Determine How Consumers Think & Behave

Variables:
1. How quickly trends spread (velocity)
% Consumers
2. How completely trends spread (density)
3. How trends may mutate

20–30% PROSUMERS

6–18 months
Source: Euro RSCG Worldwide Prosumer Studies, 2002–2004
The Prosumer Mindset

Loves “New” Shares

Seeks Value Demanding

Prosumers Help Us Predict The Future In India

Quantitative
Quantitativestudy
studyto
tounderstand
understandcategory
category
&&brand
brandtrends
trendsdone
donein
inJune
June2004
2004

Quantitative
Quantitativestudy
studyto
tounderstand
understandyouth
youth
trends
trendsdone
doneininMay
May2005
2005

Both
Boththe
theabove
abovedone
doneinin88cities
citiesamong
amongSEC
SEC
AA&&B;
B;sample:
sample:2000
2000in
ineach
eachstudy
study

Prosumer
Prosumerpanel
panelset
setup
upinin44cities
cities ––allows
allows
quick
quickturnaround
turnarounddipstick
dipstickresearch
research

Algorithm
Algorithm used
usedto
tododoall
allquanti
quantistudies
studies &&
to
torecruit
recruitfor
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studies
Coverage In The Economic Times
Welcome To The Remix Generation

Delhi (301)
Lucknow (250)
Quantitative
Quantitativestudy
studyin
in88cities
cities
Ahmedabad (250) Kolkata (301)
2201
2201Sample
SampleSize
Size
SEC
SECAAB,
B,15
15––30
30yrs
yrs
Prosumer Mumbai (300)
ProsumerAlgorithm
Algorithm
Hyderabad
(250)
Bangalore
(250)
Chennai (300)
Key
Key Trends:
Trends: The
The Remix
Remix Generation
Generation
Tracing The Remix Generation

Consumption
Values Behavior Education
Exteriors
Social sanctions Power structures Grooming
Self concept Relationships Health
People ambitions Mindset Money
Cultural rooted-ness Marriage Luxury
Faith Media
Technology
Tracing The Remix Generation

Consumption
Values Behavior Education
Exteriors
Social sanctions Power structures Grooming
Self concept Relationships Health
People ambitions Mindset Money
Cultural rooted-ness Marriage Luxury
Faith Media
Technology
While A Lot Has Changed, Some Things Haven’t

91 91

86 87

In everything I do, I keep in I think life is meaningless

mind not just my interests but without a solid principle to live
other peoples interests also by

Consumer Prosumer
Top Two Box Scores
A Generation With An Unrelenting Core

I think western outfits such as

jeans are suitable for even
family functions of festivals

Even if I am on a date I
ensure I reach home well
before it is late

It is only proper to protect

one's virginity till marriage

0 10 20 30 40 50 60 70 80

Consumer Prosumer
Top Box Scores
Criticality Of Family, Parents, And All Things Traditional

While
Whileeverything
everythingisischanging,
changing,some
somethings
thingsaren’t
aren’t
The
The Market
Market For
For Repackaged
Repackaged Tradition
Tradition Is
Is
Set
Set To
To Boom
Boom
Individuals But Not Without The Social Context

84

82 40

36

I like to do my own thing and not It is better to be on your own

swing with the crowd these days than to stay with your
parents

Consumer Prosumer
Top Two Box Scores
Adjustable Individuality

Life
LifeAt
AtMy
MyOwn
OwnTerms
TermsBut
ButI IAm
AmWilling
WillingTo
ToAdjust
Adjust

I would like to live my life on

my own terms

I believe at some point of

time one has to adjust to
demands of the society

0 10 20 30 40 50 60 70 80 90

Consumer Prosumer Top Box Scores

“Me” Within “We”
A Newfound Confidence

I am very clear about

what I want to achieve in
life

0 20 40 60 80 100

Consumer Prosumer

Top Two Box Scores

Dreaming Big

I Ibelieve
believeititisisbetter
betterto
todream
dreambig
bigrather
ratherthan
thandream
dreamsmall
small

5
4.34
4.16
4.02
4

0
Mumbai Lucknow Kolkata
Mean Scores
 Destiny Goes Active

I IMay
MayNot
NotBe
BeAble
AbleTo
ToChange
ChangeThe
TheWorld,
World,But
ButSure
SureAs
AsHell
HellCan
CanChange
ChangeMy
MyLife
Life

I think if I put sincere efforts I can

achieve my dreams under any
circumstances

I strongly believe that I can make

my dreams come true even if I
don’t have contacts to support me

I will want my life partner to make

conscious effort to improve his/her
appearance

0 10 20 30 40 50 60 70 80 90

Consumer Prosumer Top Box Scores

My Place Is In The Sun
Entrepreneurial Dreams

One
OneDay
DayI IWill
WillBe
BeMy
MyOwn
OwnCEO
CEO

PR 68% PR 13%
Working under
Owning a business
someone else
Reflected In The Role Models Of Today’s Youth
II Will
Will Make
Make It
It Big
Big Because
Because Of
Of Me
Me
Indianness Becoming A Status Symbol On The World Arena

I believe that Indian are far

superior to foreigners

I would prefer my children to

grow up in our own country

0 10 20 30 40 50 60 70 80

Consumer Prosumer

Top Box Scores

Resurgent Indianness

Going
Goingabroad
abroadto toanother
anothercountry
countryisisfine I Iwould
fine wouldprefer
preferstaying
stayingwith
withmy
myfamily
familyinin
only
onlyififititisisfor
forshort
shortwhile India
while Indiato
totaking
takingaajob
jobabroad
abroad

4.12 4.3

4.06 4.24

Prosumer Consumer Prosumer Consumer

Eight Of The Ten Strongest Brands Are Indian

Total
Total Net
Ranking Company Momentum
Gain/Loss
Factor
1 ICICI Bank 82.7 6.31
2 Amul 74.0 3.70
3 Hero Honda Splendour 73.6 3.96
4 Britannia 73.3 3.54
5 LG 73.1 3.64
6 Reliance 73.1 3.64
7 State Bank Of India 72.0 3.40
8 Airtel 71.2 3.46
9 Titan 70.3 2.89
10 Hero Honda 69.9 3.00

Euro RSCG Prosumer Study’ 2004 – Brand Momentum Scores

Abhishek Bachchan Is Hotter Than Tom Cruise

PR 52% PR 27%
Abhishek Bachchan Tom cruise
Rani Mukherji’s Indianness Topples Bipasha’s Sex Appeal

PR 61% PR 18%
Rani Mukherji Bipasha Basu
Everything
Everything Indian
Indian Is
Is Hot,
Hot, Including
Including Looks
Looks
The Shift In Values

•An Unrelenting Core

Values
•Adjustable Individuality
Social sanctions
Self concept •Active Destiny
People ambitions
Cultural rooted-ness •Resurgent Indian ness
Tracing The Remix Generation

Consumption
Values Behavior Education
Exteriors
Social sanctions Power structures Grooming
Self concept Relationships Health
People ambitions Mindset Money
Cultural rooted-ness Marriage Luxury
Faith Media
Technology
The “Adventure” Index Is Going Up

I want a very exciting

and adventurous life

0 10 20 30 40 50 60 70 80

Consumer Prosumer

Top Two Box Scores

In Grooming

I Iregularly
regularlyexperiment
experimentwith
withthe
theclothes
clothesthat
thatI Iwear
wear

30 21

70 79

Yes No Yes No

Consumer Prosumer
And Choice of Career

Upcoming
Upcomingcareers
careersoptions
optionslike
likeArts,
Arts,Hair
Hairstyling,
styling,Cooking
Cookingetc.
etc.are
areequally
equally
respected by society as traditional office based career
respected by society as traditional office based career

5 4.61
4.32 4.2
4.16
4 Average = 4.1

0
Mumbai Ahmedabad Kolkata Chennai
Mean Scores
More Adrenaline In Life
Market
Market For
For New
New Experiences
Experiences Will
Will Get
Get Big
Big
Parents Are Becoming Friends

I Ican
canconfide
confidemy
myinnermost
innermostfeelings
feelingswith
withmy
myfamily
familymembers
members

4.16 4.2

4.09
4.13

SEC A SEC B Men Women

Mean Scores
Friends Are The Extended Family

4.4
4.15
4.31 4.32

I would like to invite I consider my friends as

most of my friends for a part of my extended
all my family functions family.

Consumer Prosumer

Mean Scores
Emotional Widening

My friends are as important to me

as my family

I can joke around with my parents

as I would with my friends

0 10 20 30 40 50 60 70

Consumer Prosumer
44% Prosumers 21% Prosumers

Time with family Time with friends

Top Box Scores
Friends As Family & Family As Friends
Erstwhile ‘Social’ Has
Erstwhile ‘Social’ Has Become
Become ‘Personal’
‘Personal’
Arranged Marriage With Courtship; Love Marriage With
Approval

4.3

4.43

I believe that there should be a

sufficient courtship period before
anyone agrees for an arranged 4.43
marriage

Women Men
4.58

I feel that my family's approval

is as important as my own
opinion when it comes to
choosing a life partner.

Women Men
Marriage Has Come To Be A Safe Adventure

The
TheGolden
GoldenMean
MeanBetween
BetweenPersonal
Personal&&Family
FamilyWishes
Wishes

Family’s
Family’sapproval
approvalin
inaa Sufficient
Sufficientcourtship
courtshipininan
an
love
lovemarriage
marriage arranged
arrangedmarriage
marriage

Love
Love35%
35% Arranged
Arranged35%
35%
A Marriage Of Four: Bride, Groom & Their Families
Reinvented
Reinvented Arranged
Arranged Marriage
Marriage Will
Will Be
Be In
In
Vogue
Vogue
Transactional Faith

God
GodInInNeed
NeedIsIsAAGod
GodIndeed
Indeed

I pray before something

important like exams,long
distance travel,etc

I sincerely believe that

worshipping God will fulfill
most of my wishes

0 10 20 30 40 50 60 70

Consumer Prosumer Top Box Scores

Materialism In Worship
Seasonal
Seasonal Religion
Religion
Shifts In Behaviour

•Rising Adventure Index

Behavior •Casual Living

Power structures •Friends As Family; Family As Friends

Relationships
Mindset •Arranged Love Marriage
Marriage
Faith •Transactional Faith
Tracing The Remix Generation

Consumption
Values Behavior Education
Exteriors
Social sanctions Power structures Grooming
Self concept Relationships Health
People ambitions Mindset Money
Cultural rooted-ness Marriage Luxury
Faith Media
Technology
Its Any Day Better To Pick Up Specific Skills

5
4.21 4.25 4.17

0
Average Women Men

Average Women Men

Mean Score
 Education Must Be Practical

I think it is more sensible to pick

up specific skills that will enable to
get a job rather than learn things in
the classroom

I beleve that the education provided

is not at all relevant to help one in
life

0 10 20 30 40 50 60 70

Consumer Prosumer

Top Box Scores

Education For All Skills
Graduation
Graduation Will
Will Get
Get Replaced
Replaced By
By
‘Practical Education’
‘Practical Education’
 Grooming For Success

Good looks are important to be

successful in life

It is important to look good if one

wants a good looking life partner

0 10 20 30 40 50 60

Consumer Prosumer

Top Box Scores

The Older Youth Finds “Looks” To Be More Important Than
The Younger Lot

4.27

3.92

Good looks/Attractive appearances are

important to be successful in life.

15-19 26-30
Mean Score
“Occasion Looks” For Women; “My Looks” For Men

2.97

2.55

Looks to suit the occasion/ My looks whatever

the occasion

Women Men
Mean Score
 Looking Good 24X7

Stage
StageReady
ReadyAlways
Always

I like to look prim and proper

even if I am sitting at home/or
have to go to a nearby shop

0 10 20 30 40 50 60 70
Consumer Prosumer

Top Box Scores

The Logical Importance Of Looking Good
Market
Market For ‘Exterior Paints’
For ‘Exterior Paints’ Will
Will Get
Get AA
Spike
Spike
Look That’s ‘In’ But Not ‘Out’ Of Place

79% Prosumer 21%

Normal Hair Spiked Hair

64% Prosumer 36%

Normal Looking Fit man Man with muscular body

‘In’ But Not ‘Out’

Looking Presentable Looking Sexy

50% Prosumers 14% Prosumers

Comfortable Is Cool
Stylists
Stylists Will
Will Come
Come In
In To
To Highlight
Highlight People’s
People’s
Natural
Natural Appeal
Appeal
 Exercising Is About Unwinding From Stress

Exercising helps me unwind

from my stressed life

It is worthwhile going to spas

and massage centres to
relieve yourself from stressed
lives

0 10 20 30 40 50 60 70 80 90

Consumer Prosumer
PR 48% PR 27%
Exercise to feel good Exercise to look good

Top Box Scores

Yoga, Massage The New Age Medication For Stress Relief
 Debit/Credit

Exercising is the price one

pays for one's unhealthy
habits

To have a good figure /

physique I am even willing to
forgo my favourite food
dishes

0 10 20 30 40 50 60 70 80 90

Consumer Prosumer

Top Two Box Scores

Health
Health Centers
Centers Will
Will Outnumber
Outnumber Pubs
Pubs
High Average Scores Across For Card As An Emergency Tool

I Ithink
thinkone
oneshould
shoulduse
usepersonal
personalloans
loansor
orcredit
creditcards
cardsonly
onlyininemergency
emergencysituations
situations

5
4.2 4.19 4.22

0
Average Consumer Prosumer

Average Consumer Prosumer

Mean Score
The Indian Youth Is Not Free From The Worries Of Tomorrow

I Iwould
wouldto
tosave
savefor
fortomorrow
tomorrowrather
rather I Ipretty
prettymuch
muchspend
spendmoney
moneyfor
fortoday
todayand
and
than spend endlessly today
than spend endlessly today let tomorrow bring what it will
let tomorrow bring what it will

5 4.4 4.39 4.49 5

4 4

2.79 2.84 2.74

3 3

2 2

1 1

0 0
Average Consumer Prosumer 15-19 20-25 26-30

Average Consumer Prosumer 15-19 20-25 26-30

Mean Score
 Comfort With Credit Cards Still Low

Even if one has a credit card

there is no point in spending
on things one can't afford

I think one should use

personal loans and credit
cards only during emergency

0 10 20 30 40 50 60 70
Consumer Prosumer

Top Box Scores

Credit
Credit But
But Not
Not Cards
Cards
 While Temptations Are Finding Their Place

If something really attracts me I

make it a point to have it

For the latest fashion

items/accessories like Shoes,
Watches etc. I am willing to pay a
premium price

0 10 20 30 40 50 60 70
Consumer Prosumer

Top Box Scores

They Are Still Administered

I don’t like to dispose

products in working
condition just because they
have become old

I feel guilty after spending a

large sum of money to buy
a product that I may not
use later

0 10 20 30 40 50 60

Consumer Prosumer

Top Box Scores

Indulgence With A Reason
Diet
Diet Everything
Everything
An Inherent Mistrust of the Media

4.02

3.99

I think that News Channels these days are

more interested in increasing viewer ship than
in reporting the truth

Consumer Prosumer Mean Scores

Smaller Towns & Younger Youth Find A Lesser Connect With
The Television Content

I Ifeel
feeltelevision
televisionprograms
programsreflect
reflectmy
mylife
lifeexactly
exactly

3 2.68 2.7
2.6

0
Ahmedabad Lucknow 15-19

Ahmedabad Lucknow 15-19

Mean Score
Real
Real Life
Life Programming
Programming Will
Will Take
Take Over
Over
Reel
Reel Life
Life
Hi Tech Products Are A Flash Value For SEC B

4.14

4.03

If I own a hi-tech product, it gives others a good

impression about me

SEC A SEC B Mean Scores

Latest Tech Products As ‘Status Symbols’ High For
Prosumers; High For Delhi

I Ithink
thinkone
oneneeds
needsto
tocontinuously
continuouslyupgrade
upgradeany
anyHi
HiTech
Techproduct
productas
aslatest
latest
models in market are better status symbols
models in market are better status symbols

5 4.44
4.11 3.93
4

0
Prosumers Consumers Delhi

Prosumers Consumers Delhi

Mean Score
Bigger Towns Feel That They Can’t Do Much Without Hi Tech
Products

I Iwould
wouldfeel
feellike
likean
analien
alienififI Ididn't
didn'town
ownhi-tech
hi-techproducts
products

4 3.5 3.57
3.34

0
Mumbai Delhi Bangalore

Mumbai Delhi Bangalore

Mean Score
Technology
Technology Is
Is Getting
Getting Fashionable
Fashionable
Shifts In Consumption

•Practical Education

•Exterior Paints Market

Consumption
•Natural Appeal
Education
Exteriors •Debit/Credit
Grooming
Health •Credit But No Cards
Money
Luxury •Indulgence With A Reason
Media
Technology •Real Life Programming

•Technology Is Fashionable
In A Snapshot

Area Traditional Way ‘Modern’ Way Remixed Way

Religion Deep Faith No Faith Transactional Faith
Credit Fear Of Credit Mortgaged Living Prudent Credit
Social Orientation Collectivist Individualist Adjustable Individuality
Life Outlook Pre Destined Self Controlled Active Destiny
Consumption Deliberate Restraint Unfettered Indulgence Measured Indulgence
Family & Friends Family For Support/ Time Out Of Family/ Life With Time With Family/ Friends
With Friends Friends For Support
Job Stability Experimentative Entrepreneurial Dreams
Marriage Family’s Choice Personal Choice Arranged Love
Appearance Substance Is Everything Style Is Everything Substance with Style
India Inferiority Complex Westwards Ho! Everything Indian Is Cool
Education Academic Pursuit Skill Acquisition Practical Education
Health Rich Eating Calorie Focused Debit/Credit
Media News Is Gospel Cynical Consumption News Is Entertainment
Durable Acute Need Always Latest Give me a Reason For
Upgrade/ Administered
Temptations