Commenting on the partnership, Pratap Bose (pictured, left), CEO, Mudra MAX said, “I believe that peer to peer youth marketing is all about engaging youth on their own turf and creating positive traction for brands where the youth of today become their biggest ambassadors. Our partnership with Concrea Communications is the first step in that direction. Mudra MAX clearly wants to be a leader in the Indian youth space both in the urban and rural socio-cultural divide. This partnership with Concrea Communications further embellishes our vision to be the finest experiential agency in the country.”
Added Samyak Chakrabarty (pictured, right) of Concrea Communications, “A continuously evolving and fast growing youth populations such as ours makes it crucial for brands to develop a constant connect in order to tap into continuously changing buying triggers, life patterns, aspirations, preferences and wallet behavior. Team Concrea is excited to work with Mudra MAX to make the largest ever focused foray into youth marketing, a relatively unexplored niche in India. We will also be leveraging our association at the Global Youth Research Partnership, to work with International Youth Brands looking at India."
Concrea Communications has developed a “Student Transmitter Model”, a network of ‘insight seekers’, who are trained to tap into the undercurrent trends, opinions, seed conversations and who aim to provide a more candid access to Young India. Mudra MAX and Concrea will utilize this network to roll out a real-time youth communication platform, both online and offline, in the coming months.
Some of the key projects that the partnership will undertake, is to build an online college festival, a Young Entrepreneurs Network and to understand Mobile Youth Culture especially with reference to Mobile Number Portability. The aim is to provide advertisers more effective touch points rather than social media engagement.
Another aspect of this collaboration will be the “Global Youth Research Partnership", a coming together of youth marketing companies managed by Mobile Youth (UK). It is aimed to work with companies wanting to expand internationally. Concrea represents India in this partnership, which will be opening doors to a number of International Youth Brands wanting to enter India. This partnership also aims to provide an access to youth marketing tools built by international partners.