In the surge of “youth”, the multitasking wonderful daring “never mind” digital generation of India, the 30+ generation is “aspiring” and “doing their best” to get back their “lost” teenage. The 30+ is a generation who struggled in their teenage to buld their career, satisfy their parent’s “dreams and aspirations” and to get “established”…and after having “almost everything” they understood that they have somehow missed “the fun” this liberalizations children (they, who is born during the liberalization of India’s foreign policy, in 90’s) is having today! The multi-options of entertainment…the multi-options of “putting opinions”…they are the one who has money to have fun, but the time is gone! So, they wants to “rewind” and have the fun they missed. In terms of fashion, lifestyle, luxury, kink, dare, attitude….at least in the weekends!
So, the global brands ("youth brands", specially) who’s targeting the youth segments to test their luck in India, must and should primarily focus to pamper this generation without shifting their focus on “being young...” (cause, if your brand looks “oldy” 30+ will not buy!)
Check this video: http://vimeo.com/16638983 , the gen X in west is what 30+ segment is in India…only, they were never being “pampered” by media and “choices”! and today they have "everything" but craves for being "teen" again...
so do the "teen-i-fiction" of 30+ to win them(fashion, gadgets, SNS and all those "oh so kids")!