MUMBAI: A recently released report by Schbang X HaikuJAM, that uses analytical tools like Machine Learning, Natural Language Processing and Semiotics has surveyed a total of 84,430 haikus written by over 37,000 Young Indians to understand the state of mind of the Indian Youth.
In a community of over 6,00,000 Jammers, it is intriguing to see that:
• Though Kohli is the young ultra successful skipper of the Indian team, Dhoni wins the hearts and minds of Young Indians when it comes to the IPL by over 50 per cent.
• 63 per cent of the haikus on the General Elections 2019 are positive, leading to 2x times where Young India chooses the politician over the party itself.
• While 9 per cent of the haikus associate owning a car to freedom, over 22 per cent of Young Indians associates it to a dream - a dream of providing for their parents.
The first of the Schbang X HaikuJAM Young India Report 2019 delves into topics that are currently a priority to the youth viz. the Indian Premier League, Election 2019, Beauty, Listening to Music, Owning a Car, Chai vs Coffee, The Next Holiday and Instagram.
What Young India has passed off as just poetry, with the help of the analytical tools the platform uses, marketers are onto a revolution to understand this dynamic generation of Millennials and GenZ-ers. The insights drawn from these haikus are revealing the subconscious feelings of these young minds.
“This report is not just getting the pulse of the millennial generation but has some eye-opening revelations on varied topics. One such revelation was how this generation seeks vacations to catch up on their sleep and not exploring a new locale. In today's time of a digital overdose, this is their digital detox. These perspectives is food for thought for all brands and marketers out there, who are trying to tap into these young minds. It’s an interesting time to be in and we hope this data is the start of something new”, Akshay Gurnani, CEO, Schbang said.
The times are changing, every brand, every agency and every individual is in the race to know Young India and it isn’t an easy feat. India is onto a marketing revolution and this report is just the start.