Be Stupid – that's Diesel's campaign line. And, one might wonder 'what a tagline'! But, Diesel is sure that it goes will with its target audience – youth.
This pretty much says a lot about how advertisers are trying to connect with today's racy bunch!
However, it's hard to say what really excites today's youth. And Economic Times survey is a proof. Read on, to find out which brands have managed to get a nod from the youth.
India's top 20 youthful brands
Nokia
Nokia, which is facing a tough competition from brands like Samsung and Apple, is playing up its Ovi store where almost 50 per cent of overall downloads take place in India. Here, they are focusing on youth centric properties like music, cricket and entertainment.
Even on the product front it has made its offering snazzier with Lumia phones based on the Windows 7 operating system.
It is not just focusing on the top end customer alone. At the lower-end it is trying to attract the customer with Asha line up that runs of Series 40 operating system.
Well, Nokia's dual strategy of luring customers to both low-end and smartphone segments seems to be paying off.
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India's top 20 youthful brands
Coca Cola
There is no doubt that Coca-Cola has always been a youthful brand. Its latest campaign focuses on the brand's philosophy: Believe in a Happier Tomorrow.
The TVC, created by McCann Erickson, drapes contrasting images and weaves it around the jingle 'Umeed Wali Dhoop, Sunshine Wali Aasha'.
Coca-Cola rolled out its first global integrated marketing campaign 'Open Happiness' in India, in February, 2009.
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India's top 20 youthful brands
7 Up
It seems like the youth of today is riding on a wave of optimism. The latest commercial has revealed a new positioning for 7UP and its sub-brand Nimbooz, 'Dil Bole I Feel Up', which is said to celebrate India's undying "UPtimism" and positive attitude.
As part of the new positioning, the brand has unveiled new packaging for both 7Up and Nimbooz with its new international logo.
The 'Dil Bole I Feel UP' TVC is created by BBDO.
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India's top 20 youthful brands
Thums Up
The brand has successfully and consistently positioned itself as the cola drink for adventurers and adrenaline-junkies. From 'Taste The Thunder' to 'Yeh Toofan', Thums Up has managed to maintain its strong brand position.
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India's top 20 youthful brands
Mirinda
'Pagalpanti Bhi Zaroori Hai' – what better way for a brand to connect with the youth. After being a hit with the consumers, Mirinda wants to reach out to a larger base through its products. Thus, keeping the fun element alive, the brand is expanding its product range with two new flavours - Orange Mango and Orange Masala.
The design of the new variants is inspired by the essence of the Mirinda mother-brand which is youthful, simple, innocent, fun and playful. The inspiration was 'every drop of Mirinda has fun in it waiting to be unleashed'.
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India's top 20 youthful brands
Maaza
Today's youth have certain desires, and they also want to fulfill them almost immediately. It's this theory that rides the new Maaza commercial.
The new campaign for Coca-Cola's mango-based drink Maaza focusses on the idea that things that people desire and love the most should be accessible to them, anytime and anywhere.
It is created by Leo Burnett and is aptly titled - 'Har mausam aam'.
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India's top 20 youthful brands
Vodafone
Be it the fun ZooZoo or the adorable pug, Cheeka – Vodafone has managed to capture the hearts of the youth in the most innocent manner. The pug first appeared in 2003 in TV, print and outdoor commercials of erstwhile Hutch mobile services, which were later acquired by British telecom giant Vodafone.
It also tried to connect with the youth with the launch of its Vodafone + Facebook phone.
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India's top 20 youthful brands
Frooti
It's all fun and games with Frooti – this is their brand philosophy. Last year, keeping its theme in place – Why Grow Up - Frooti launched 'Crazy Mango Fun' campaign.
The campaign - Crazy Mango Fun - created by Creativeland Asia with the team at Parle Agro, was a conceptualised branded entertainment for viewers in the form of a mango-themed outdoor game show.
Multiple 30-second television commercials featuring the participants in the games were aired.
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India's top 20 youthful brands
5 star
Some find it slapstick, while others have rated it as one of the funniest ads of 2011. But, the verdict doesn't really matter, as the tagline -- 'Jo Khaaye Kho Jaaye' and the quirky characters – Ramesh and Suresh have managed to create a high recall value for 5 star.
The last commercial of the brand in 2009, that had a storyline erupting from a phase of temporary amnesia because of the consumption of the Cadbury's 5 star, was a tongue-in-cheek public service message, according to its creative agency.
Last year, the agency dramatised the situation of the temporary amnesia. The idea was to take the same positioning forward and to leverage it to next level."
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India's top 20 youthful brands
Dairy Milk
Cadbury ads have always managed to catch the viewers' attention with its commercials.
Their last campaign titled "Khane ke baad meethe mein kuchh meetha ho jaye" proved to be more real in nature and aimed to encourage people to carry on their tradition to have something sweet post dinner.
Interestingly enough, all the films in this series successfully managed to get the audience attention with its simple storyline and brilliant direction.
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India's top 20 youthful brands
Pepsi
Pepsi has always been brand that embodies the most prevalent youth sentiment. Over the years as 'youth' has evolved, so have Pepsi's positioning and language. It has, however, consistently stood for what the youth stands for – right from 'Yeh Dil Maange More'.
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India's top 20 youthful brands
Samsung
Samsung is trying to expand its base by reaching out the youth. The latest Samsung television commercials, thus, are aimed at driving preference for the Samsung Galaxy Y and Wave Y smartphones and set the pace for Gen Y to make a shift from feature-based to smartphones.
The spots that are created are little incidents from our everyday lives where some smart thinking makes the day.
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India's top 20 youthful brands
Airtel
Airtel beautifully managed to capture the spirit of today's youth with its 'Haar ek friend zaroori hota hain'. This is probably one of the best creatives from Airtel in a long time.
The idea behind the Airtel campaign was to keep the communication in line with the company's new international brand identity and to carry forward the youthful connect.
Even the follow-up campaigns have managed to keep up the interest levels. Now, who doesn't love the "kanjoos friend" ad?
Apart from the lyrics and the catchy music, what makes this ad special is that it presents the reality as is. It shows depth, without being superficial.
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India's top 20 youthful brands
KitKat
Nestle through its commercial urges youngsters to take a break from their busy and on-the-go lifestyles, to get surprised by some delightful moments in life.
The new campaign takes the story forward from the earlier 'Squirrel tale' to the one with two lovebirds.
Well, obviously you can take a break to enjoy this advertisement. The animation of birds along with the bollywood song is a great combination and much fun to watch it.
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India's top 20 youthful brands
Slice
If you have a brand ambassador like Katirna Kaif, the youth is bound to relate to the product.
The sweetness of the "wait" for a ripe mango is the focus of this top-scoring ad. It features actor Katrina Kaif holding up a raw mango, waiting -- and waiting -- for it to ripen, and in sheer heaven when it does.
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India's top 20 youthful brands
Sprite
Coca-Cola's Sprite made a connect with the youth with its taglines -- 'Seedhi baat, no bakwaas' and 'First drink, then think'.
Launched in India in 1999, Sprite rides on the fun element, and also tries to bring out a certain attitude in its communication.
Last year it launched the 'University of Freshology' campaign dedicated to young people who know how to get out of sticky situations.
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India's top 20 youthful brands
LG
LG is leaving no stone unturned to draw the attention of the youth. It is doing so through its new series of products and communication.
For instance, it recently launched LG Optimus Net - the dual SIM version of the Optimus Net, which runs on Android v2.3 Gingerbread operating system, with an 800 MHz processor. The phone comes with 512 MB of RAM.
Apart from the LG Optimus Net, it recently launched a 3D out of home campaign for LG's Cinema 3D Smart TV. Now, it's for us to wait and watch how the brand jumps from its No 18 position.
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India's top 20 youthful brands
Fanta
Last year, Fanta managed to grab everyone's attention with its fun, slightly naughty 'Fanta Orange-y' commercial.
Now, taking its 'Zyada Fanta, Zyada Masti' campaign to the next level, Fanta has launched a new 360-degree campaign - 'Taste that makes you jump'.
The new campaign is targeted at teens and youth and it will reach them through an array of touch points including television ads, outdoor, radio, activation and social media.
The 'Taste that makes you jump' campaign is based on fun lyrics and peppy music that a lends a youthful flavour.
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India's top 20 youthful brands
Hero Moto Corp
Hum mein hain hero – the theme by AR Rehman captures the pulse of India's youth.
The Hero ad was targetted at males between the age of 18 and 34, and fall in the SEC A, B and C categories. SEC is short for socio-economic category, a metric based on incomes and education of consumer categories.
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India's top 20 youthful brands
Limca
The catchy jingles and fun videos depicting the lives of today's youth makes Limca a hit amongst its target audience.
The last ad continued to maintain Limca's positioning as a 'Freshness' drink. This time round, the brand had changed its tagline from 'Doobo Taazgi Mein' to 'Do Pal Taazgi'.
The 2011 commercial takes a fresh look at the emotional rejuvenation platform, which is relevant for young adults, encouraging one to break away from the dullness of life and enjoy a few moments of freshness.
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