MAM
Marketers eye India’s burgeoning youth population
MUMBAI: India‘s burgeoning youth population is the core attraction of every marketer. And reshaping the marketing industry is the fact that 65 per cent of the Indian population is youth, which is expected to grow by more than 47 million by 2020.
Uninor (Unitech Wireless) corporate affairs executive vice president Rajiv Bawa affirmed that despite his company being the 13th in the Indian telecommunications market, it did well by targeting the Indian youth population.
Uninor‘s slogan of “ab mera number hai” was conceived for the youth.
“Since inception, we have used every marketing tool and strategy to attract the youth,” said Bawa, while speaking at the third Global Youth Marketing Forum.
Future Media CEO and Future Group president – customer strategy Sandip Tarkas agreed that youth would dominate the economic scene in India for a very long time. He asserted that the youth in India is westernised but still respects Indian values.
“Though Indians just like their Western counterparts want to be part of the sub-culture, they still respect their parents and aren‘t really rebellious,” he averred.
Tarkas also said that many retail shops are today built for the youth – at least most of them have a section for the young ones. Latest technologies, fashion and music are a part of this offering.
Speaking on youth revolution in the mobile handset industry, BYOND Mobiles marketing and sales vice president Shripal Gandhi said the power of youth population has encouraged them to create handsets meant for the young. He said that his company‘s handsets have features like high-battery life, games and music, which is most desired by the young.
Gandhi also emphasised the importance of North-eastern part of the country, which he referred to as a “virgin” market with lot of opportunities.
BBDO / Proximity India chief executive officer Ajai Jhala explained the country‘s youth in a very philosophical manner. Before Independence Indian youth had the ambition of gaining independence for the country. Post Independence due to Socialist-styled economy, that motive was transformed into fighting the corrupt system and red tape.
After liberalisation, this was changed forever, Jhala said. “Today‘s youth is now more self-centred and wants to know ‘what in it for me‘. Indian youth has become more practical and materialistic,” he elaborated.
Brands
ZEEL transfers syndication business, invests Rs 505 crore in IP push
Restructuring, stake buy and FCCB moves signal sharper content strategy
MUMBAI: In the content economy, owning the story is half the battle monetising it is the real game, and Zee Entertainment Enterprises is doubling down on both. The company has approved the transfer of its syndication and content licensing business to its wholly owned subsidiary ZI-IPR Enterprises, alongside an investment of Rs 505 crore aimed at strengthening its play in content intellectual property (IP) acquisition, management and monetisation. The move, effective April 1, 2026, will see the business transferred on a slump sale basis at book value, including all associated assets, liabilities and commercial rights effectively consolidating IP operations under a more focused structure.
At its core, the restructuring signals a strategic shift. As content consumption increasingly fragments across digital and global platforms, the value of IP lies not just in creation but in how efficiently it can be distributed, repackaged and monetised across markets. By housing its syndication engine within ZI-IPR Enterprises, ZEEL appears to be building a more agile and scalable ecosystem, one that can better extract value from its vast content library while adapting to evolving distribution models.
But the company’s ambitions are not limited to restructuring. ZEEL has also approved an investment of up to Rs 20.09 crore in Culture of Real Experiences (CORE), acquiring a 51 per cent stake in the entity. The move expands its footprint into the broader creative and experiential space, suggesting a push beyond traditional broadcasting into areas where content, culture and immersive experiences intersect.
At the same time, ZEEL has moved to tidy up its financials, approving the redemption of $23.9 million in outstanding foreign currency convertible bonds (FCCBs) and cancelling an unused $215.1 million commitment. The twin steps are expected to ease pressure on its treasury, freeing up capital and improving financial flexibility as the company invests more aggressively in its IP strategy.
Taken together, the decisions reflect a company in recalibration mode streamlining legacy structures, sharpening its focus on content ownership, and exploring new avenues for growth. In a market where the lines between television, streaming and experiential entertainment are increasingly blurred, ZEEL’s latest moves suggest it is not just creating content, but building a system to make that content travel further and pay better.
