MAM
MTV revives youth marketing forum, launches youth research study
MUMBAI: MTV India, the youth destination, is reviving its iconic property – the Youth Marketing Forum. The company has also got Virgin Mobiles as the presenting sponsor for the forum – Age of Sinnocence.
The day-long forum will kick start on 29 April in Mumbai. The theme for the forum is “Welcome to the new Generation where conventional virtues are replaced by delicious Vices.”
MTV, which is also launching its yearly research report, noted from the research findings that the traditional vices that were frowned upon are now the driving forces in youth life. It also said that today’s youth is the “most connected” and “loudest generation” ever.
It said that the youth poke, tweet, ping, chat and broadcast every minute through status messages and it is also the most “voyeuristic and narcissistic breed of youth”.
The forum will discuss MTV’s research of Youth Vices and Virtues conducted across India. Different sessions during the forum will explore the relationship and attitude of Indian youth towards money, aspirations, career, ambition, romance, sex life all bundled into the‘Age of Sinnocence’.
MTV India channel head Aditya Swamy said, “The signposts of youth culture are changing every couple of years. And the time in between sees lots of trends come and go within individual spaces. The only way to stay on top of this generation is to live their lives and here’s where our non- traditional insight techniques work. Age of Sinnocence is a chance for all of us to open our minds to the world of young
people.”
Swamy said the study was conducted across 22 towns in the 18-24 years demographic with over 2000 respondents.
Over the years, MTV’s youth researches have thrown up some interesting insights on Indian youth. In 2002 the study focused on ‘Sources of Cool’ where cult branding took centre stage. In 2004, the study focused on ‘Tuning into the Youth’, which highlighted youth belief such as ‘live-and-let-live’ and more.
On its association with the forum, Virgin Mobile India CEO Madhusudan Mandyam said, “At Virgin Mobile India, we are delighted to be partnering with MTV for this forum, which will further cement our presence and the strong relationship we enjoy in the youth segment.
Virgin Mobile has always believed in reaching out to our target audience, get insights into their likes and dislikes, and then fashion our products and services to suit the requirements and needs of our customers.”
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
