And the Generation Feels...

The story tries to analyse Indian youth's outlook on life and morality. There is a certain irreverence in our approach to life now than earlier and the story tries to de-construct that change. Is young India unshackled? Are we realists who are not too burdened by expectations but do what we want to do and appreciate independent thought and action over conformity? How are brands approaching this shift?
?This story looks at the fun side of India, how are serious and taboo topics seeing a shift in the eyes of the youth, how humour and satire are becoming increasingly powerful in public discourse and creating a more nuanced debate instead of essentialising debates.

Prateek N Kumar

It is said that we spend first half our life understanding our past generation and the next half understanding the generation presiding ours, Youth of today have inherited a generation which is very different than any previous generations. Its far more exciting, challenging and stressful…..The advent of social media, broadband connections and smart devices have connected them to world at large. In such flatter world where globalization has become the catch phrase they are no longer shackled by norms of a single Nation, Society or culture. While they are constantly judged by older generation who see their actions through the prism of a single culture and norm and shake their head in nostalgic monotones. Today’s youth is grappling multitude of challenges and also enjoying plethora of opportunities which were not available to generations of the past. Their irreverence is actually rooted in wider knowledge and awareness , The world has changed from “ Tell me and I will know” to “Let me find out myself” .