Music and Youth
MTV Insights Studio unveils ‘Mera Bharat Amazeballs’, a study into the mindset and behaviour of India’s youth
MUMBAI: With 600 MN people below the age of 25, no other nation in the world is home to a more staggering young population than India. From the nostalgic Gen-Y to the empowered millennials and the high-on-hashtag Gen-Z, India today comprises of a generation that’s driven by intent, committed to action and invested towards a world of abundant opportunities. As India’s no.1 youth brand, MTV understands this shift in paradigm and demonstrates it once again with MTV Insights Studio’s 2020 edition of the country’s longest running Youth Insights Study. Titled MTV Mera Bharat Amazeballs, the study focuses on the changing mindsets of Indian youth who are resolute to make India great again.
Viacom18 Voot Select, Youth, Music & English Entertainment head Ferzad Palia said, “For over 2 decades, MTV has led the way in understanding the pulse of its young audience and has been a pop culture icon. Deep consumer insights and continuous engagement with our audience is at the heart of how we‘ve managed to lead trends over decades. We’re proud to share our learnings with the world.”
The MTV Youth Insights Study reflects unique choices and preferences that define young India. Going by its title, the study explores the multi-dimensional and conscientious facets of the youth – highlighting their belief in a new India, that is replete with opportunities and progress and in alignment with their world view. Going local and thinking global is now the emergent code of new-age cool. From 78% of young people putting more onus on family over career to 83% preferring to work in their hometowns, the case study covers insights from 25,000 + youngsters across 400+ cities between the age of 15 – 25 years. The five key themes of the study are – ‘Make India Great Again’, ‘Bharat = India’, ‘Girl on Top’, ‘Thank God Its Family’ and ‘I am Who I am’.
Viacom18 Youth, Music and English Entertainment marketing head Navin Shenoy said “Mera Bharat Amazeballs is an inward look into the changing demographic of young India and brings to light what makes them tick and what ticks them off. Despite being a generation high on social media, the youth today is passionate, positive and action oriented committed to create a society, where everyone matters. These insights are relevant to the entire ecosystem that caters to the ever-evolving consumption cycle of youth.”
Quick snapshot of the report and its impact on industries
Make India Great Again
Highlighting their values, goals, ambitions and anxieties, the report further encapsulates how ‘armchair’ activism is no longer in the Indian youth glossary. Over the last few years, a whopping 81% of millennials have actively participated in local activities like beach clean-ups, tree plantation drives, car pools and even government driven initiatives like Swachh Bharat Abhiyaan. In view of the cases in Unnao and Kathua, 79% of youth feel that safety of women is still not given enough importance in the country.
Impact on consumer industries: Homegrown consumer retail, fashion, ecommerce, logistics.
Bharat = India
64% of the non-metro youth state that they would prefer working in their hometowns to make money and not move to another city. Also 67% of the non-metro youth believe that everything they need is equally available in metros and small towns.
Impact on consumer industries: Telecom, e-commerce, mobile phones, connected devices, hyperlocal marketplaces, logistics and local food & fashion.
Girl on Top
As per the Mera Bharat Amazeballs study, 94% of women believe that boys and girls should adhere to the same rules in a relationship against a number of 64% on the same parameter in 2016. 53% of women have advocated for their parents being modern in their attitude as against 36% of men. Moving beyond the realms of homemaking, women today are decision makers with 84% admitting that their opinions are valued in the family.
Impact on consumer industries: Fashion, cosmetics, personal care, household appliances, BFSI and automobiles.
Thank God Its Family
Arranged marriage is becoming more acceptable with 60% of young India preferring it as they believe that their parents know them and hence also understand what’s good for them. Also, 81% say they’ll be happy to stay with their parents or in-laws post marriage. Arranged marriages, joint families, choosing family over career are increasingly gaining ground amongst youth today with family being a driving force in defining their choices.
Impact on consumer industries: Entertainment, home appliances, BFSI products, F&B, Dining
I am Who I am
MTV Mera Bharat Amazeballs found that acceptance has also surfaced around gender definition with 71% of youngsters extending support for homosexuality. 75% of the youth today want to do something meaningful with their lives while 83% believe that pursuing passion is more important than money.
Impact on consumer industries: Entertainment, cult lifestyle brands, recycled/up-cycled retail brands, travel & tourism, wellness.
In this edition, MTV deployed three parameters to understand the new emerging face of young India. Starting with self-perspective which included talking to masses, the study proceeded to content perspective which assessed the youth through the lens of content they consume. Last came the ring side perspective comprising anecdotes from people who have seen youth evolve over the years – parents, teachers, HR professionals, psychiatrists etc. Qualitative partners for the research are Third Eye Qualitative Researchers and Quantitative Research Partner, Juxt Smart Mandate.
Music and Youth
TLC launches ‘World On My Plate’ with Shipra Khanna
New travel-food series premieres 29 March at 7:00 PM.
MUMBAI: Shipra Khanna just packed her bags and her flavours because when a celebrated chef takes you on a global plate tour, even the couch starts feeling like first-class. Warner Bros. Discovery India has announced the launch of World On My Plate with Shipra Khanna, a new travel and food series set to premiere on TLC on 29 March at 7:00 PM. Hosted and curated by the popular chef and television personality, the show blends food, travel and culture through an intimate and immersive lens.
Across three visually rich episodes, Shipra journeys to global destinations to explore not just what people eat, but why they eat it, uncovering the stories, traditions and human connections behind every dish. The series opens in London, weaving its iconic landmarks with diverse culinary scenes, before moving to Spain’s vineyards, olive orchards and coastal kitchens.
Warner Bros. Discovery head of advertising revenues for South Asia Tanaz Mehta said: “At TLC, our focus has always been on bringing authentic stories that reflect how people live and connect. World On My Plate builds on this by using food as a lens to explore shared traditions across geographies. We’re excited to collaborate with Chef Shipra Khanna, whose perspective brings both depth and relatability to these narratives.”
Shipra Khanna added, “Food has always been my way of connecting with people and understanding cultures. With World On My Plate, I’ve had the opportunity to step into new worlds, learn from incredible individuals, and share stories that go far beyond the plate. This show is very special to me.”
The series promises strong visual storytelling, meaningful interactions and a fresh perspective on global cuisine celebrating flavours alongside the emotions and traditions that shape them.
In a world where travel shows often feel like distant postcards, Shipra Khanna is serving up something far more personal: a passport to cultures through their kitchens, proving that the best way to understand a place is still through the plate. Tune in to World On My Plate with Shipra Khanna starting 29 March at 7:00 PM on TLC.
