New Delhi: A recent report by Publicis Groupe’s MSL India, titled “Make Way for Bharat Z,” sheds light on the media consumption habits of India’s Generation Z from tier 3 and 4 cities. The study, conducted in partnership with LocalCircles and surveying 16,000 individuals, underscores the distinct preferences and behaviors of Gen Z in smaller Indian towns.
Key findings reveal that 83% of Bharat Z Gen Z individuals rely on print media for daily information, highlighting a strong preference for traditional sources amidst digital proliferation. Additionally, 86% prefer television for daily entertainment, underscoring the enduring popularity of TV in these regions.
Amit Misra, CEO of MSL South Asia, emphasized the cultural significance and digital fluency of Gen Z, positioning them as pivotal in shaping future trends. To effectively engage with this demographic, MSL has launched MSL Mojo, a culture engagement platform. MSL Mojo aims to facilitate brand connections through influencer marketing, branded content, and community engagement strategies tailored to resonate with Bharat Z’s unique cultural fabric.
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Misra elaborated on the strategic intent behind MSL Mojo, stating, “Culture is a transformative force, and Gen Z’s dynamic perspectives and digital acumen are driving this transformation. MSL Mojo is our initiative to empower brands in navigating these evolving cultural landscapes, fostering meaningful connections that drive brand affinity and engagement.”
The “Make Way for Bharat Z” report not only highlights the media consumption patterns but also underscores the potential for brands to tap into the vibrant and diverse market of smaller Indian cities. As digital connectivity grows, understanding and adapting to the preferences of Bharat Z Gen Z will be crucial for brands seeking to expand their reach and relevance across India’s evolving media landscape.
