Television

MTV Insights Studio unveils ‘Mera Bharat Amazeballs’, a study into the mindset and behaviour of India’s youth

https://us.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/01/27/mtv.jpg?itok=3ZS9U-Vc

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.

Latest Reads

https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/kbc.jpg?itok=B0hEp6Qg
Ten brands partner with season 12 of Kaun Banega Crorepati

MUMBAI: Celebrating two decades of unparalleled success and popularity, Kaun Banega Crorepati not only emerged as a game-changer for the Indian television industry but also instilled a larger focus on the power of knowledge being a great leveler. In its twelfth season, the show makes a comeback...

Television TV Channels GECs
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/and.jpg?itok=qXrA49E_
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/chrome.jpg?itok=KRUQzWyk
Chrome DM week 37: English Movie emerges as top gainer

MUMBAI: After seeing a marginal growth in week 36, various genres in the broadcasting segment have witnessed noticeable growth in week 37. English movie genre has become the top gainer in week 37, 2020 of Chrome Data Analytics and Media data. The genre has grown by 2.57 per cent. Among English...

Television TV Channels Viewership
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/flix.jpg?itok=0BDI_ifP
Pad Up For An Innings Of Unrivalled Thrills As &flix Presents Flix Movie League

The much-awaited moment has arrived as one of the biggest sporting leagues finally takes centre stage. But that’s not all! As you welcome back your beloved cricketers on field, it’s also time to root for your favourite heroes on screen with Flix Movie League on &flix. The stage is set for the...

Television TV Channels English Entertainment
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/enter10.jpg?itok=9Fh2HwLF
Enterr10 Television strengthens its Bhojpuri play with Enterr10 Rangeela

MUMBAI: In a bid to expand its presence across India and strengthen its foothold in existing markets, leading broadcaster Enterr10 Television announces the launch Enterr10 Rangeela, its second offering in the Bhojpuri region. Enterr10 Rangeela is a Bhojpuri language General Entertainment Channel....

Television TV Channels Movie Channels
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/neeraj.jpg?itok=JDedoLCo
Now you see him…now you don’t - the Invisible Hero,

MUMBAI: Sony SAB is all set to enthral the audience with the launch of its brand new offering 'Hero - Gayab Mode On'. The show slated for release in November is one of its kind and the first-ever show on Indian television that brings the best of science fiction and mythology together, where the...

Television TV Channels GECs
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/carvaan.jpg?itok=PBc7SS5g
Saregama launches Carvaan Malayalam

MUMBAI: After weaving in a nostalgic music experience for its Hindi, Tamil, Punjabi, Bengali and Marathi music lovers, Saregama launches Carvaan Malayalam with pre-loaded 5000 evergreen songs classified into artistes, devotional and carnatic.

Television Production House Post Production
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/emmys.jpg?itok=B0U8_0hd
RuPaul wins best reality host for fifth year in a row

RuPaul won for outstanding host for a reality or competition program at Creative Arts Emmys, breaking Jeff Probst's previous record for wins in the category with a fifth straight Emmy.

Television TV Shows Awards
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/pp.jpg?itok=x2CtUb65
Pradeep Dwivedi gives further insights into Eros-STX flagoff

The pragmatic and cheerful boss of Eros International’s (Eros STX Global corporation) Indian operation had come on board at a very crucial time. Within a few months after his joining in January 2020, the big merger of Eros International and US-based STX Entertainment was announced.

Television Production House Fiction

Sign up for our Newsletter

subscribe for latest stories

* indicates required