The ‘Indian’ Millennial 

This project aimed at opening out the central question: What is the Indian experience of being a millennial? By analysing the codes and aesthetics of this particular generation, we set out to delineate the ways in which brands can speak to them in a more engaging and culturally relevant way.

Our approach began with deconstructing the global idea of the millennial, and assessing how it shaped up against the Indian context of the generation. Further, we investigated the self-concept of the millennial generation: What do their language, tropes and metaphors reveal about the way they view the world? Where do their anxieties and tensions lie? What are their strategies and resolutions for the same?

To understand their core values, identity and aspiration markers in this way, we studied several domains in which they expressed themselves: their interests in self-learning and travel, attitudes towards their bodies (fitness, athleisure, inking), the spaces they preferred to be in (co-working spaces, evolution of office spaces), and their attitudes to relationships (song lyrics, music genres, neologism). We looked at various artefacts to study the same: books, research studies, articles, videos, extensive reading of platforms and movements, people, spaces and brands.