Grand parents: A New TG in Changing world
I was sitting with my neighbor last evening and thats when he mentioned "Yarr it is so difficult to explain Dad that things have changed and there's nothing wrong if kids follow new fashion trends..." And that's when I thought India though is becoming modern but there's still a inhibition. There's still that "bado-ka-lihaz" syndrome which is big. Not drinking or smoking with parents. Not wearing short skirts to college. Not wearing western clothes after marriage when with in laws etc.
And that's where I thought why Levi's are wasting their media monies by targeting those who have already accepted the change.
I think currently India is going through a transition. A transition of lifestyle. A transition in decision makers at home and the transition of ideology. In this scenario who are left out are parents. Not so evolved. Not so exposed and intimidated by change. Have you seen some parents struggling over escalators to climb-up and parents struggling to discover Italian food menu.
What Brands can do is to make this section feel comfortable. Let them feel the change is for good and they are not left behind. Once they start believing in may be it will become easy or the next generation to accept.
How if Levi's convinced the old parents about low waist jeans. How when Signature would be able make a dad and son celebrate with whiskey together...
I think it will be a great idea to look at this segment if one wants to see some change....
And that's where I thought why Levi's are wasting their media monies by targeting those who have already accepted the change.
I think currently India is going through a transition. A transition of lifestyle. A transition in decision makers at home and the transition of ideology. In this scenario who are left out are parents. Not so evolved. Not so exposed and intimidated by change. Have you seen some parents struggling over escalators to climb-up and parents struggling to discover Italian food menu.
What Brands can do is to make this section feel comfortable. Let them feel the change is for good and they are not left behind. Once they start believing in may be it will become easy or the next generation to accept.
How if Levi's convinced the old parents about low waist jeans. How when Signature would be able make a dad and son celebrate with whiskey together...
I think it will be a great idea to look at this segment if one wants to see some change....
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