Young India: 10 trends to watch

This article highlights how Indian youth have grown up at the same time as the country itself: following economic liberalisation in 1991, India was "reborn" and as both approach their mid-twenties, new trends are emerging for marketers to take note of.

Young India: 10 trends to watch

Madhukar SabnavisOgilvy & Mather India Board

This article is from the Warc series, New perspectives on Indian youth. Read more on this topic.

Bollywood films are as good a guide as any to how attitudes are changing in India. In the mid-90s, for example, the kiss was the turning point of a movie. Cut to 2010 and the tale hinged on the moment the hero and heroine had sex. By 2014, the sex part has been dispensed with in the first half hour and the rest of the story is about...

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