A few things we are proud of…• India’s first 360 degree youth agency. • Only Indian member of the Global Youth Research

Partnership.• Developed the first ever offline social network.• The only agency in the country to have ever had fortnightly

thought leadership column in Brand Equity (The most widely read industry media).

• Average Team age < 30.• JV between Mudra Max and The Electronic Youth Media

Group

What is (not) Youth Marketing?

going ‘digital’

being cool

“knowing” youth

advertising

quantifying

looking outside your window

What does Concrea do?

Understands

Connects

Research

Building B

onds

Continuos Process

Talks

Print. Outdoor. Radio. TV. Digital

Touches

Campus. Addas. Conversations

Traditional Media Youth Media

International Partners

Concrea

Youth Research

Buzz

CreativesMedia

Planning and Buying

Events

Activations

Strategic Planning

How are we different?

We ARE the YOUTHLead by a 21 year old. Max Team Age 30 years

India’s first offline social network

We talk to Young People everyday

The Model-Yougle

Seed

Chat

What’s inside

Infiltrate

Idea

Dig

Listen

Con

vers

atio

ns

Influence

Con

nect

with

wha

t the

y re

ally

wan

t

Totally Candid

Subtly Engage

Em

bed yourself

We don’t classify youth as per traditional economic segmentation Discovered 11 different youth mindset archetypes (Another First in India !)

We follow them everywhere they go... Access to 000’s of de-centralized but immensely popular hang-outs across the country

Access to Global Best Practices Only Indian member of the ‘Global Youth Research Partnership’ & an associate of Mobile Youth - The World’s leading Youth Marketing firm

And yes, we can reach the villages too... Continuous rural development projects with leading Youth NGOs

But still...we DONT’T know YOUTH in India India’s youth is extremely diverse & constantly evolving

Some of our work

The Brief: Diesel India wanted to engage young people with their “Be stupid” campaign across Mumbai, Delhi and Bangalore. The client wanted to distribute “Be Stupid” t-shirts and stickers to college students across these cities in a way that students EARN the Diesel merchandise.

Our Solution: Strategically engaging college students in discussions and non-intrusively getting them to participate in competitive “Be Stupid” games organized by us on behalf of the client.

How it worked:We identified places in and around colleges where the maximum student crowd could be engaged and organized innovative, mini competitions in line with the “Be stupid” motto for the students to “earn” their Diesel goodies.

Media

Brand Equity – The Economic Times, 17th March 2010

Brand Equity – The Economic Times, 31st March 2010

Brand Equity – The Economic Times, 14th April 2010

http://www.mobileyouth.org/post/youth-marketing-in-india-with-samyak-chakrabarty/

Presenting India’s First Youth Mindset Archetypes

X.Os are simply gadget freaks! Computers, cell-phones, camera, gaming consoles - anything electronic gets them going! They continually keep themselves updated on various developments in the tech-world and are often ahead of the current technological trends. They usually love complicated, intricately designed systems and have an active, colorful imagination rooted in the virtual world. Places of ‘electronic delight’ (read electronic showrooms) are the typical X.O hubs.

They are the ones who keep tech innovations on the move!

X.O’s

Kites are the dreamy, laid-back lot, who live in the moment and move with the flow of life – future plans are never a priority! They have an easy take on life, and generally never have a definite opinion or stand on matters. They let themselves be led by others, be it in terms of decisions or choice. Kites usually have a large friend circle and move in groups - they are where their peers are!

Neither do they have a map nor do they know where to go…prefer to just move with the flow with no strings attached!

Kites

Passionistas don’t just like or love but are fanatically obsessed with the things or ideas that appeal to them. Their passion is not restricted to a particular product, but extends to the whole genre of that something that captures their fancy. Sub consciously or consciously their life revolves around that strong like – be it movies, books, music, cars, just about anything! They are opinionated individuals with strong, definite likes and dislikes, but rarely hesitate to invest in their likes . Passionistas connect with fellow passionistas and people who share a parallel interest

“Yours truly” towards their likes and preferences!

Passionistas

Bonds believe in and value relationships – be it familial or personal. They wish to see others around them happy and content, and their actions and choices reflect concern for others. They don’t really hesitate to put other’s preferences over their own and will often go out of the way to safeguard the interests and needs of the people they share a relationship with. Bonds are generally seen in the company of the people they value - bonds go where their bonds takes them!

For them relationships come above all things.

Bonds

Racehorses are focused, motivated individuals who have clear, defined goals to achieve. They are competitive in every walk of life, and always want to emerge victorious – they settle for nothing less than being numero uno! They are forward thinkers and look beyond the point where the average person draws the line.

It’s all about being the first & victorious!

Racehorses

Labels are tag lovers! Quality or utility of a product is not of supreme importance, but it is the brand name that they acquire with that product which counts the most. Labels tend to base their self perception on how others see them. They are conscious of their social standing and tend to define themselves with what they own. Their preferences change with change in the ‘most admired’ and they generally like to hang out with friends who take note of their purchases/choice.

For them it better glitter even if it’s not gold!

Labels

Off-roaders carve out their own path. They are adventurous, experimentative and never shy away from treading uncharted territory. They are always on the look for out for new, unexplored experiences and challenges. Essentially, off roaders like to stand out from the crowd and generally look away from what the masses follows. They keep in company of those who appreciate and admire their individuality.

They don’t run the rat race, they build their own track!

Off-roaders

Parasites are essentially ‘takers’ and choose to receive continual free benefits at the expense of others. They look for opportunities to tag along with someone and slyly take advantage of their resources. Parasites stick to cheaper options when by themselves, and stall their expensive preferences until a financier comes along. They voice their opinion subtly, and will simply follow the financier so as to avail benefits of the situation.

Like everything free, doesn’t matter at whose expense.

Parasites

Shiny Disco Balls are compulsive entertainment-buffs – it’s all about having fun and leading a good life! They are always on the lookout for exciting, engaging recreational events - be it movies, music gigs or just a fun night out! They are very active on the social circuit and for them, it’s all about being ‘out there’! Shiny Disco Balls love hanging out with a large bunch of fun-loving friends and don’t mind shelling out for unlimited entertainment!

Doesn’t matter when, where or how they just want to lead the good life!

Shiny Disco Balls

Fans of God like to set themselves into fixed plans or routines. They religiously follow their beliefs and rarely ever question its basis. They are wary of stepping out of their comfort zone and ‘novelty’ is usually the last thing on their minds! Fans of God spend time with their regular bunch of friends and frequent places with which they have a long standing relationship.

Fans of God For them, Routine is Religion!

Needy Weeds need to find a point in every purchase decision and the purchase is made only after the need arises. They base their choice purely on the basis of utility and are not necessarily brand-specific.

“Purchase only when needed” is their eternal motto.

Needy Weeds

Lets Chat…