MAM
Gen Z expects brands to be transparent, socially responsible, and engaging: Rohit Sakunia
Mumbai: As brands navigate the complexities of a dynamic marketplace, a new trend is emerging: the preference for gen Z individuals in marketing agencies. Born between the late 1990s and early 2010s, they are not just the target audience for most campaigns; they are becoming the architects of those campaigns. Their perspectives on culture, community, and creativity align seamlessly with the demands of a new-age consumer base that values relatability over rigidity.
This shift towards tapping into gen Z talent is not a fleeting trend. It signals a deeper understanding that those who live and breathe the cultural zeitgeist are best equipped to translate it into compelling brand narratives.
Indiantelevision.com caught up with Art E Mediatech founder Rohit Sakunia, an independent marketing agency with a presence in Delhi, Mumbai, and Dubai to know more insights on this topic.
Edited excerpts
On driving the shift towards gen Z as the preferred target audience for marketing agencies
The shift towards gen Z as a primary audience is driven by their growing purchasing power and their undeniable influence on digital culture. Being the first digitally native generation, they shape online trends and behaviors, making them critical for brands aiming to remain relevant. What sets gen Z apart is their loyalty—it’s not easily earned but is reserved for brands that genuinely align with their social values and personal identities.
For instance, brands like Nike have successfully tapped into this by aligning their campaigns with causes that matter to gen Z. At the same time, companies like Glossier have built communities around inclusivity and self-expression. This approach fosters a strong emotional connection and ensures long-term engagement. gen Z’s digital fluency and trendsetting behavior can drive viral success, and when brands resonate authentically with their values, the resulting loyalty is both impactful and enduring.
On describing the key characteristics of gen Z that make them appealing to marketers
Working with brands targeting a young, dynamic audience has shown me that gen Z values authenticity, inclusivity, and personal connection. These traits make them incredibly appealing to marketers. In my experience, adapting strategies to embrace these characteristics has been key—like developing influencer partnerships that genuinely align with their values. A great example is how zoomers’ affinity for authenticity drives the popularity of brands like Patagonia, which champions environmental causes transparently and integrates these values into its product lines.
By focusing on these aspects, I’ve honed my ability to create personalized, community-centered campaigns that truly resonate with this audience. It’s rewarding to see these efforts translate into higher engagement and brand loyalty, underscoring how understanding and embracing gen Z’s unique characteristics can make a real difference for brands.
On rise of gen Z impacted traditional marketing strategies
The rise of gen Z has significantly reshaped traditional marketing strategies, and transitioning brands from conventional methods to more agile, digital-first approaches has been a defining part of my career. Managing campaigns on platforms like TikTok and Instagram has challenged me to think creatively and stay adaptive, ensuring our strategies resonate with this audience.
TikTok’s emergence as a primary marketing platform reflects gen Z’s demand for engaging and creative content, prompting brands to embrace short-form video formats and storytelling styles that feel authentic. This evolution has allowed me to refine my expertise in areas like short-form video content and influencer marketing, both of which are critical for building genuine connections with younger audiences.
On zoomers use of technology and social media influence their preferences and behaviors
Gen Z’s use of technology has shaped them into discerning consumers who value accessibility, quick answers, and seamless online experiences. Their reliance on social media platforms like Instagram, Snapchat and TikTok for discovery drives their preference for brands that deliver visually compelling and easily shareable content. This behavior has redefined how brands connect with this audience, emphasizing the importance of creating experiences that are both interactive and engaging.
For instance, utilising features like filters or challenges on Instagram or TikTok can capture their attention effectively while fostering a sense of community. Social media not only influences their purchasing decisions but also cultivates their need for connection, making community-building a critical component of marketing strategies tailored to this generation.
On key expectations zoomers has from brands and marketing campaigns
Gen Z expects brands to be transparent, socially responsible, and engaging. They look for campaigns that align with their personal values, are inclusive, and reflect diversity in meaningful ways. This generation also values quick response times and personalized interactions, expecting brands to actively engage with them on social media and demonstrate authenticity through action rather than just words.
For instance, companies like Ben & Jerry’s resonate strongly with gen Z by publicly supporting social issues, which not only strengthens their brand image but also builds trust with consumers who deeply value activism and meaningful change. These expectations challenge brands to go beyond traditional marketing and truly embody the values they promote.
On challenges marketing agencies face when targeting gen Z and overcoming them
Targeting gen Z presents both an exciting opportunity and unique challenges for marketing agencies. This generation is incredibly discerning, with little patience for inauthentic content, short attention spans, and a high demand for meaningful engagement. To navigate these hurdles successfully, agencies must rethink their strategies—prioritising transparency, crafting bite-sized yet impactful content, and collaborating with relatable influencers over mainstream celebrities.
For example, the use of micro-influencers has proven effective, as they can authentically engage with niche gen Z communities, creating trust and fostering genuine connections. Pairing this with data-driven insights to craft hyper-personalized campaigns ensures that the messaging resonates deeply with this audience, turning challenges into opportunities for stronger engagement and loyalty.
On seeing the relationship between marketing agencies and zoomers evolving in the next 5 to 10 years
In the next 5 to 10 years, I believe the relationship between marketing agencies and gen Z will evolve into a more collaborative and purpose-driven partnership. As gen Z matures, their expectations will continue to rise, particularly in terms of brands being proactive on social issues. This will drive agencies to engage more directly with gen Z consumers, working alongside them to co-create campaigns and experiences that feel authentic and meaningful.
In addition, agencies will need to embrace new technologies, like augmented reality and AI, to meet gen Z’s increasingly tech-savvy standards. Future campaigns may include interactive AR experiences or community-driven initiatives, where gen Z has a direct voice in shaping brand messaging and even product development. This shift will not only redefine how brands engage with gen Z but also elevate the way they collaborate with this generation to drive long-term loyalty and impact.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
