Premature adults

Anupama Wagh-Koppar

Children are our consumers today and in the future – so let us raise our future consumers the right way. While we serenade them today, let us keep an eye on how our communication is affecting them, because it will not only affect brand strategy, but has the potential to raise a generation of cynics who are hard to talk to and difficult to persuade.

India offers the exuberance and buoyancy of a young nation along with population numbers and a rapidly developing economy. Children in India constitute 18.7% of the world child population; and one-third of the country's population is under the age of 15 – an opportunity that marketers can keep mining for a long period. Even in 2020, around 50% of the population of India will still be under 35.

Getting the idiom right to communicate with the child consumer is going to determine a lot more than just monetary gains. It entails not only developing the market and reaping its benefits over a long period of time, it means weaving the social fabric of a nation that is an emerging force to reckon with; and the real challenge lies in doing so with foresight and responsibility.