MAM
TV a source of info for young Indians: Synovate
MUMBAI: When it comes to accessing information about a product or service, it is the television young Indians tune in to. Findings of a study done by Synovate titled Young Asians reveals that 42 per cent of 12 to 24 year-olds in India name television as the most helpful medium for product and service information.
The Internet came second with 35 per cent and newspaper at 17 per cent.
Hong Kong (78 per cent), Taiwan (72 per cent), Singapore (47 per cent), Malaysia (42 per cent) and the Philippines (52 per cent) youth prefer the Internet for their product information while Thailand (54 per cent) and Indonesia (51 per cent) prefer television.
Also interesting is the fact that 75 per cent of young Indians have watched a documentary on regional television; 64 per cent have watched a music channel; 68 per cent have watched a movie (compared to 41 per cent regionally); 66 per cent have watched a children’s program; and 53 per cent have watched a sports channel. Interestingly, these figures are much higher than those for rest of the region.
Also 34 per cent of India’s youth aged 12 to 24 have read a current affairs / news / business magazine in the past three months (highest across the region). Entertainment / celebrities (30 per cent), IT / Technology (30 per cent), Beauty and fashion (28 per cent), sports (27 per cent) are also popular. Compared to its peers in the region, young Indians display highest incidence of movie watching — 78 per cent and watching cricket — 73 per cent.
Synovate India director Amit Adarkar said, “The survey provides meaningful insights into the behaviour and psyche of the up and coming young Indian. Today’s young Indian is sensible, sassy and sets priorities at an early age.”
“The young Indians are Internet buffs; rely on Internet not only for product/ service information, but also for news and current affairs. To top it all, the young Indian wants to use the Internet even more in the times to come,” he added.
Across the region, the young Indian also has the biggest say in family expenditure. “Consumption clout is seen in categories as diverse as cars, computers, family vacations, packaged goods and entertainment. Across all these categories, the young Indian plays a deciding role in 50-75 per cent of purchases,” he said.
The study revealed that the young Indian is extremely optimistic and bullish about the future, and is eagerly waiting to take his/ her own place under the sun. At the same time, the young Indian is pragmatic and strongly believes that changes in the social fabric and governance are critical towards changing the prevalent world order.
“India’s marketers need to take cognisance of this emerging group of consumers that effectively balances their traditional roots with a modern day outlook,” he said.
Some findings regarding brands:
Young Asians were asked to name their favourite brands – figures here show the favourite brands across the region as well as those favoured by India’s youth.
MAM
JBCN Education appoints The Other Circle for PR mandate
Mumbai agency to lead communications for progressive K–12 group.
MUMBAI: JBCN Education just circled in a fresh voice because when your classrooms already think outside the box, the next logical step is to get the story out of the classroom. JBCN Education has appointed Mumbai-based communications agency The Other Circle (TOC) to handle its public relations and strategic communications mandate. The partnership aims to amplify the institution’s distinctive Educreative philosophy, which blends rigorous academics with experiential learning, creativity and values-led development.
TOC will shape JBCN’s narrative through educator-led thought leadership, media engagement and strategic storytelling, fostering deeper conversations with parents, educators and the academic community on modern, meaningful learning.
JBCN Education, senior vice president for marketing Nikhil Sharma said, “Every institution has a unique narrative, one filled with innovative learning, passionate faculty, and the next generation of Changemakers. The Other Circle’s strategic approach and deep familiarity with the education sector make them the right partner to strengthen our brand presence and forge meaningful connections.”
The Other Circle Group of Companies co-founder & CEO Aakanksha Gupta added, “The best communications work happens when the story is already true—you just have to find the right way to tell it. JBCN Education represents a powerful shift in how learning is imagined and delivered in India, and that story is rich: a philosophy that’s lived in the classroom, educators who believe in it, and outcomes that speak for themselves.”
The appointment marks a new phase for JBCN as it seeks to lead national conversations around progressive education, inquiry-based learning and preparing students for an interconnected world.
In an education landscape where the real competition isn’t marks but mindset, JBCN isn’t just teaching kids, it’s teaching the country what forward-thinking learning can look like, and now it’s got a voice loud enough to make sure everyone hears it.
