How brands can strike a chord with India's young music lovers

Grashima Sahni

Carat’s Grashima Sahni outlines trends emerging with India’s music-loving youth and how brands can play a role in this evolving landscape.

The last decade in India has seen a rapidly evolving tech-scape. The introduction of affordable smartphones, democratisation of access to mobile data and government initiatives like Digital India have collectively contributed to a digital revolution, marking a tipping point in the country’s internet consumption.

Consumer behaviour has evolved rapidly with these changes and at the centre of this behavioural change is how we consume media. While the enormous increase in video consumption on small screens by Indians has been centre stage, the side stage of music listening is also undergoing an interesting change.

While advertising on online video platforms is...

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