Arati Rao
Apr 27, 2011

MTV India unveils 'Age of Sinnocence' study

The study was conducted amongst 2400 youth between the age group of 18 to 24 years across 13 cities in India

MTV India unveils 'Age of Sinnocence' study

MTV India, has conducted a research  amongst 2400 youth between the age group of 18 to 24 years across 13 cities in India. The study hoped to understand the pysche of youth today especially with regards to two vices - greed and lust. The results resonated the attitude of today’s generation - Virtues are out, vices are in.

Titled 'Age of Sinnocence', the research methodology was a mix of quantitative questionnaires, qualitative group discussion, ethnography analyses, video diary presentations and a semiotics study.

One part of the study investigates the importance of money amongst the youth of today, the conclusion being for them "It's a high without vertigo".

  • 3 out of 4 of the respondents believed that money attracted the opposite sex.
  • 79% of the respondents believed that money buys style and therefore, helps in the good looks department.
  • The majority also consider money the most important factor in a job.

Aditya Swamy, channel head, MTV India, "This year when we decided to base the study on what drives young people today, we found out that virtues are out, and vices are in. One of the key insights for me was that even for young people, money decides their place in the social ladder. A deeper analysis made us realise this is because today, they are 'experience junkies'. It isn't about what you wear, or what car you drive, but about what all you have done."

Asked about the significance of this study for marketers of youth brands, Swamy responded, "The study reveals that young people are up for anything, whether it is a new product or a service, so your brand will definitely get a trial. The challenge is in communicating to them in a non-conventional, provocative way; if you follow the rules, you're bound to fail. That's why the ZooZoos were such a hit, because they broke the rules of advertising. Of course, post trial loyalty will depend on the quality standard, because young people are also more discerning now."

For more details on the study, write to

Campaign India

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