JWT India and Youth Dynamix (Pvt) Ltd, a specialist WPP youth agency have joined forces to offer clients a specialist youth consultancy offering. It aims to launch an in-depth Trax study focused on the youth in India via a joint venture with Youth Dynamix. The study is the first step in assisting brands in developing strong youth strategies that dove tail their mainline strategy and allow youthful consumers an opportunity to build bridges to the adult brand.
Colvyn Harris, CEO of JWT India says, “India’s youth represents the greatest potential to help India realize its economic goals and potential. Understanding their motivations and aspirations in greater depth will ensure we continue to put India on a global stage. For marketers this understanding represents huge business potential as they convert this segments’ insight into business. We are delighted to partner Youth Dynamix for our clients benefit.”
The study covers a host of categories, including Financial & Shopping Behavior, Technology & Telecommunications, Media & Advertising, Lifestyles, Attitudes & Family Dynamics.
Jane Lyne MD of Youth Dynamix says, “The time has come for all brands to have a comprehensive and ongoing youth strategy. Never before has a generation been so different and the future of one’s brands and services will be determined by one’s ability to connect to this fickle, fast paced and dynamic sector.”
The Trax study is large and statistically relevant, utilizes a number of different research methodologies and is focused on finding out what constitutes the real core of today’s Indian youth. The study is across gender, covers many economic sub segments and understands the sensitive and fragmenting age segmentations. The study is unique in that it not only discovers the preferred choice of brands, but is focused on uncovering the core need states, attitudes and beliefs of India’s large and vibrant youth sector.
JWT India is one of the leading integrated communications companies with interests in advertising, digital, activation, public relations, direct marketing, design, social and rural communications. It operates through offices in six cities and partners India’s best and most admired blue chip clients including Airtel, Bharti Retail, Pepsico, FritoLay, ITC, Hindustan Lever, GSK Consumer Healthcare, Hero Honda, Sony Vaio, Sony Bravia, Nike, Nestle, Levi’s, Pizza Hut, Diamond Trading Co, , Kellogg’s, Tisco, Exide, Ford and GE, among others. JWT works with 26 of the top 100 super brands ranked by Superbrands India, and 9 of the top 25 Most Trusted Brands in India as per the Economic Times Brand Equity Survey. JWT is a WPP company.
Background information: Youth Dynamix is a leading youth consultancy in Johannesburg, South Africa with offices in South, West and East Africa, and we are in consultation with other territories, including India, Saudi Arabia, and Eastern Europe. Youth Dynamix is currently active in 11 countries across Africa. Youth Dynamix has 12 years developing market youth experience and has offices throughout Africa. The company is in consultation to grow into other developing markets that share a large and dramatically progressive youth segment such as Saudi Arabia, Russia and now India.
Youth Dynamix consists of three core divisions, namely Research, Strategy and Communications. The company has developed a multitude of proprietary tools, methodologies and techniques, which will be brought to the India market in conjunction with JWT India to assist brands in successfully connecting with the youth in a meaningful, consistent and long-term manner.