Too much reality? The perils of easy access to hearts, minds and bedrooms
Anjali PuriIndia
Sangeeta GuptaPepsiCo India
INTRODUCTION
Year: 2010
Event: Annual brand planning workshop
Scene: Team of brand custodians including research agency, advertising agency and brand management watching video footage from an ethnographic project among teens. The teenagers have been asked to film highlights of their lives for a week, and they have been startlingly enthusiastic. We get glimpses of banter and leg pulling, fantasy-laden bedrooms, swearing and smoking, classroom defiance and disruption, “wild” partying, rock band practice sessions. The team watches in voyeuristic glee, marveling...