forget everything you think you know about youth in Bharat
420 million Indians live in 3 states that comprise 'heartland India' - UP, MP, Bihar. These states provide the infusion of labour and therefore of culture to the whole country, but are rarely considered worthy of study in themselves.
Young Indians growing up here are at the centre of change - they are tuned in, ready to dive into categories and explore content like never before.
Fed up with archaic and reductive stereotyping of non-metro India, and of teenage girls from non-metro India, Folk Frequency set out to study this little explored segment.
What we found was an extremely high-engagement, experimental and media savvy audience, that is almost totally ignored by marketeers, brands and media creators...
Please note, a separate 'Social media & Content' EDITION is now available - which contains chapters ' Social core' and 'Media', more information and link here.
If you have bought the full version - you do not need to buy this as it is contained within.
Who this is for...
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Investors, think tanks, start-ups, trend spotters looking for an insight into a largely missed demographic
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Brands looking to understand Gen-Z in tier 2, 3 cities
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Influencers, Film and Sport personalities, celebrity managers, PR agents, looking to understand what the next generation wants in their role models
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App and UX teams who want to understand digital natives from the Gen-Z non-metro audience
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OTTs, film and content development teams who want to understand themes, realities and platforms where they can capture the teenage cohort
Contents page of the FULL REPORT
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