Exploring Indian Young Adults Perspectives on Brand Positioning

Challenge

Understanding the Indian young adult and their perceptions of a new brand positioning for a social media brand.

A major social media brand wanted a better understanding of how its new brand positioning within the US would be playing out within another one of their key markets: India. They wanted to gain an understanding in how the positioning was understood by young adults in this market. Additionally they wanted a deeper understanding of the culture of this audience, and the ability to immerse in their world.

Approach

To do this, we visited two distinct markets in India: a giant megalopolis, and a smaller yet dominant major city. In both, we worked with local partners, to create immersive “young adult” trend treks, to immerse ourselves and the client team in key important spaces and places. We were toured around, in some cases by youth themselves, to the key spots where young adults hang out, and gained a better understanding of what life is like for them.

We also worked with our local partners to conduct discussion groups with young adults, speaking with a mix of different genders, ages, and socio-economic classes. This allowed us a deeper understanding of how the brand positioning was resonating within this market, and also provided valuable stories and examples directly from our YAs.

Outcome

Our client walked away from the fieldwork with a deeper understanding of the perspectives and life stage of Indian Young Adults.

We also provided a report with insight into this audience’s perspectives on the brand positioning, as well as a plethora of real-world stories of how this positioning can come to life for them: which was all hugely valuable for our client, as the move forward with future comms.