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MUMBAI: Bindass, the first 360 Degree Entertainment Brand for the Indian Youth, will co-author the Indian edition of the book, ?Generation Einstein?, along with the renowned international author and speaker, Jeroen Boschma.
The book describes a new generation, ?Generation Einstein? that was born during the last decade of the previous century. The youth and young adults of today aged 12 to their early or mid twenties represent a new generation with positive characteristics and values which are shared amongst young people all over the world and therefore the first real global generation. The book stresses upon the significance of the youth as an important part of the market. It?s about a faster and more social generation that understands the world better than anyone else. The book aims to decode this generation and help marketers reach out to them.
Mr. Keith Alphonso, Business Head, UTV Bindass said, ?Technology and communications have brought global aspirations to the Indian youth and a lot of the international trends witnessed abroad are evident here as well. But, there is and will always be a certain Indian?ness that sets apart the Indian youngster. Studies after studies show an extremely high level of aspiration and confidence but this is coloured by a certain fragility which is almost unique to India. It is imperative that global brand managers devise their local strategies on these ground realities! Marketers need to realise that the youngsters are very savvy costumers and you can?t reach out to them without understanding their needs. We at UTV Bindass have our finger firmly on the pulse of the youth and understand this Young India. By co-authoring this book with Jeroen we have opened up our vast archive of research based insights to make the book?s Indian Version truly relevant and contemporary. As a part of Bindass Open Source, we believe that by sharing our insights with brands and partners like Jeroen, we will all be able to get a more robust and current understanding of Young India.?
Already published and immensely successful in the international market, the version co-authored by Bindass, will be specific to the Indian market and will speak about the emergence of a global generation in India, their likes, dislikes, lifestyle and what sets them apart from the others. The book will also throw light on the new age communication strategies like ?Increation? which is a more effective method of communicating with a youth segment. The new methodology of research ? INCREATION involves putting many ideas to test, then trying to use the reactions to narrow down the ideas, The researcher will look for over lap on what connects to solutions?leading to that one big insight that results into that one big idea. Young people are ultimately suited to working with in-creation projects. They are extremely creative because of the world in which they live and their present stage of life.
The Indian edition of Generation Einstein also goes on to explain the communication strategies that marketers could adopt in reaching out to the youth with the help of India specific case studies like Tata Docomo, Bindass, Virgin Mobiles and many more.
The announcement of the Indian edition of Generation Einstein is another step by Bindass in creating awareness about internationally recognized methods of understanding and engaging brands in India with this generation, the book is expected to hit stands by end of April 2012.
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