Brand & Consumer

Brand Values

• Pure
• Honest
• Unique
• Practical

For any change in society, you need to convince a certain segment of people…no prizes for guessing who… its youth generation…they have got all what it takes to start a revolution…attitude, power, ability to stand by their conviction…

Consumer profile: Soha Ali khan’s character in Rang De Basanti

Demographics

• Gender : Female
• Age : 18 - 25 years
• Social Class : students and Working singles
• Economic Class : for working ladies, 20k to 50k per month; for students, pocket money + parental disposable income and/ or money earned through part time jobs
• Place : metros and tier I cities
• Staying with friends/ single/ live-in

Psychographics

• fun loving, likes to socialise, big friend circle and popular in the group
• smart, knowledgeable, caring and sensitive
• genuine, Assertive, ready to face challenges
• open to westernization, still having strong Indian roots
• career oriented but not highly ambitious…family is always the first priority
• dabble in many things at a time… multitasking… keep toggling among many interest areas
• very critical about people who waste the resources… be it electricity, water, paper...anything
• has an innate urge to do something to help others
• likes to watch good movies…english, hindi, regional…as far as it’s a ‘mast’ movie
• likes to shop along with friends…but not a shopoholic
• Shabana Azmi, Shobha De, Sudha Murthy, Menaka Gandhi are her role models