Category: MEDIA

By Ambika Srivastava

As a starting point, one cannot look at women as a homogenous group and define their media consumption habits. To understand the media consumption habits of women, it is important to segment them not just on the basis of demographics but also on the basis of their values and lifestyles. Depending on the lens that you use to understand women, media consumption will differ quite significantly. For middle class women and women in smaller towns, television rules the roost, and it will continue to do so for some time.

However, use of mobile is changing life for these women – and in no small measure. Having said that, to leverage mobile from an advertising perspective, a lot needs to be done. For brands targeting masses, television would continue to drive reach. They might need to look at mobile more seriously though for more personalised communication with this target group. The role that media plays in the life of a woman depends on her life stage as well as her aspirations.

By Ajit Thakur

Despite the rise of specialty channels in India, the youth of India is consuming a lot of general entertainment content. On any given day, youngsters are watching at least one hour of TV content out of which a majority share goes to general entertainment. The youth can be divided in two groups: 25 years plus and the below 25 years audience. These are audiences who are either pursuing higher studies or have just started their professional careers.

The 25 plus audience have a sense of responsibility towards their company/profession and towards their family. They are hungry for knowledge, are intelligent and have an opinion on issues affecting the country and the world around. This is the segment that will drive the change, not only in terms of the kind of content that will be produced but also in terms of how the content will be consumed.

Subtle changes in television content are already seeping in. There are quite a few serials on air today where one sees the characters dealing with issues both at home, and at workplace. Working women find an association there as they can relate to the adjustments being made. For urban woman of today, anything that helps her cope with her new lifestyle and new demands that society is imposing on her is of relevance. Good examples here would be mobile, emails and social networking.

Today, television as well as the internet is the women’s window to the world –TV more for those without a smartphone. Both these media keep her entertained and well informed and connected. To make an impact, brands need to navigate the new media landscape well. Socio-economic status as well as the emotional needs of women are perhaps the most important criteria to consider while looking at media consumption.

It is time that the industry goes beyond entertainment to inspire and aspire people in the country. The youth of India is also the single largest consumer segment and it is this segment that will drive the change in the country. A lot of advertising is geared toward this consumer group. Channels that will offer differentiated, modern and relevant content will emerge victorious in engaging with this TG.

By Prema Sagar

As in the rest of the world, in India too, the male consumer is often represented as a two-dimensional stick figure, and again like the rest of the world, the reality is very different. The Indian male consumer is multilayered and doing his best to cope with a rapidly changing world. Increasingly, men are being asked to step up and be more aware of their responsibilities as one half of the population. The ‘metrosexual’ male has to not only be the bread-winner but often compete with his partner and also be the ‘good’ husband, father, brother figure and ‘look good’ and ‘feel good’ all at the same time.

In the end it seems to come down to these two basic insights. Marketing to men has to stimulate a reaction that makes them think that what’s on offer will make them either ‘look good’ or ‘feel good’ and this is no different than say marketing to women. What is different, however, is the context, language, tonality and imagery that appeals to a man. Indian men are not a homogenous group— there are many sub-segments.

The most obvious being the rural-urban divide and the various age groups that marketers classically divide their target audience segmentation into. This needs to be taken into consideration by brands. For instance, the kind of television show that will interest a 20-year-old urban male will be different from what appeals to a 40-year-old rural male. Obviously, each brand has to find its own niche in this complex mind of the Indian man, but a brand that takes these complexities into cognizance enjoys a better resonance with the consumer base today.

By Arvind Sharma

Twenty years ago, men tried hard to look alike – like ordinary pheasants. One discovered a man’s worth only when a friend told you in whispers, ‘He is Kapoor of Kapoor Reality’. An average Indian man used to say, ‘I work for my wife and children and extended family. Personally, all I need is daal roti every evening (perhaps with a drink?). How much money does one need for that!’ No longer. In the last seven years or so, a number of trends have converged to transform consumption patterns among men.

Firstly, the growing importance of service economy has made presenting oneself in a stand out manner a professional necessity. Tech has been a huge driver of innovation across all sections of the population. At a more sociocultural level, increasing proportion of men want to find the woman of their dreams on their own- rather than have their moms arrange one. All in all, from an ascetic culture, we have moved to a culture of conspicuous consumption.

You’re what you own and what you consume. Marry these trends with the economic affluence that the past decade has spawned and together they have transformed men’s consumption landscape. They have made many a men’s categories explode. Men’s grooming is one of fastest growing segments in personal care. This includes deodorants as a category which every FMCG player wants to enter. And sub-categories within established categories like men’s fairness creams and hair care.

Brands need to look beyond the traditional mediums, and create conversations on new platforms, like digital and mobile. For any brand to be successful, messaging has to be on-target. The Indian male’s narrative is evolving and PR helps build that messaging for brands. In the automobile sector, for instance, the Indian male, which is the main TG, the messaging isn’t just for macho pride, but of pushing boundaries, projecting safe, responsible behaviour, an enterprising streak and more. Through the potent combination of messaging, storytelling, formats and reach, PR can help brands not just connect with the Indian male consumer, but even drive his preferences.

Sub-Rs. 500 IMFL is something you drink if you are not well off. It is the age of knowing your wine and your single malt. Luxury brands are not just about women’s bags. Tag Heur is the watch to own among a section to urban males. The phenomena may be very niche for the moment but the trend is growing. Decked with all his special, premium and luxury brands, the Indian male is increasingly like a peacock.