Decoding the DNA of the youth at MTV Youth Marketing Forum

Power of One will expose youth voices, their sphere of influence, relevant youth causes and their creative side.

Trying to tap the pulse of today's youth, MTV’s comprehensive research, titled Power of One, to be unveiled at the Youth Marketing Forum 2012, will expose youth voices, their sphere of influence, relevant youth causes and their creative side on digital media. It is a slice of what the young generation is buzzing about.

The finding of the comprehensive study packaged in a DVD and a book will be officially launched by the TV channel on April 27 at the Youth Marketing Forum 2012, at the Hangar, The Lalit, Mumbai.

The speakers for the evening include Angela Barkan, senior director, marketing and publicity, Sony International; Andy Ridley, co-founder, Earth Hour; Henri Holme, creator of Angry Birds, Rovio Entertainment Ltd; and well known Indian author Chetan Bhagat.

The study, which involves 5,000 youth across more than 30 cities in India, reveals that the youth today are inclusive, expressive and love to befriend almost anyone and everyone. Each of them is connected with thousands across the world. They belong to one universe, which does not bother about social class, nationality or religion. They are self-aware and willing to fight for relevant causes.

Targeted at brand curators, marketers, media experts and everyone who sells, markets and creates for the youth, different sessions during the forum will explore the manifestation of youth power and how brands can leverage the power to create brand movements.

Explaining about the forum, Aditya Swamy, EVP and business head, MTV India, says, "The key change we have witnessed is the power young people are feeling. Armed with information and strength in the collective, they believe that they can make a difference. Comfortable in their skins and devoid of conflict, they know exactly what they want and how to get it. It is this constant reinvention that makes the Youth Marketing Forum a thought provoking experience."

Over the years, MTV has published multiple studies to probe into youth aspirations and ambitions, which have highlighted interesting insights on Indian youth.

(afaqs! is the official online partner for MTV Youth Marketing Forum 2012)