Thursday, October 04, 2007

There is something about these small towns

Here is the video that we showed in the launch conference of the Bunty Syndrome study. Enjoy!

For those of you who don't know, Bunty Symdrome is Euro RSCG's study of attitudes, behaviour and trends in Tier 2 cities of India. The study interviewed 2400 young people in 12 non-metro cities of India.

Some of the insights in this blog come out of this study.

How To Say "I am Different, I am Cool"

Did you read the article in the Times of India about a guy who nearly got sent to jail because of a raunchy ring tone? This article says that the magistrate in an Australian court had warned visitors to switch off their phones, but this guy didn't. His ring tone was the sound of a woman having orgasm and when it went off everyone in court was both embarrassed and amused.

But the interesting thing about this episode is why the man had such a ring tone to begin with. What is he trying to convey to the people around him?

Yesterday young people conveyed their attitudes through the messages on their T-shirts. Sania Mirza is a good example. Today they convey their coolness quotient through their ring tones.

It all started with simple musical ring tones, but they are now getting more and more bizarre. And if you don't have a cool ring tone, you are so 20th century.

Ring tones are fast becoming a good way to communicate with young people. But brands seem to want their customers to download tones that remind them of the brand's ads. That is pretty uncool in an era when the ring tone is meant to talk about the person. Interesting challenge this. Do you have any examples of anyone doing well with this medium?