Kawal Shoor
Aug 26, 2020

Watch: Lockdown revelations - late teens and youth

What happens to the youth when they’re forced to get locked for months on end, with just their family for company?

We know that if there’s one cohort that can’t be tied down within the four walls of a house, it is the youth. Typically, home is a place for them to just sleep and recharge, while they usually spend their waking hours outside. So what happens to millions of them when they’re forced to get locked for months on end, with just their family for company? Today’s video unravels the key insight we found among this cohort. 
Although from more affluent backgrounds, the youth in this study come from varied corners of India – from Mumbai, Palakkad, NCR, Nagpur, Hyderabad, Jaipur and Shimla.
This is the fourth in our series of Project As Is – our attempt to understand the hearts and minds of India’s majorities through the lockdown. This project had started on India’s first day of the lockdowns with a simple question. When people are unnaturally forced to stay at home over a long period of time, what would they feel about various aspects of life, and importantly, how would those feelings change over the entirety of the lockdown?
The findings are in two parts. The accompanying short video (above) that dramatises the key insight of this late teens and young adults cohort. 
Also read:
Campaign India

Related Articles

Just Published

6 hours ago

Publicis to shake up board: Arthur Sadoun takes ...

Two boards become one as supervisory and management boards merge.

7 hours ago

24 hours with...Prateek Sethi

Catch up with Prateek Sethi, founder and director for Trip, as he takes us through a day in the life.

7 hours ago

BEI Confluence takes on new clients, bolsters ...

The agency has won a slew of new clients in the FMCG sector including Bector’s Cremica Biscuits and English Oven bread, Wai Wai Instant Noodles from CG Foods, and Rajhans Nutriments—the makers of Schmitten Chocolates.

11 hours ago

Leo Burnett Mumbai shakes up leadership to drive ...

The creative shop has appointed three new roles: Abhimanyu Khedkar and Neetika Aggarwal as managing directors, and Saurabh Dahiya as head of strategy.