One is real. One is power. One was born, when two came together. One is plural. One is range. One is the force in me. And I am the change. – Welcome to the era where One is a majority.

“The Power Of One” was presented by MTV India at the country’s Youth Marketing Forum. It is part of the local MTV Insights Studio / initiative.


Born with the technology gene, the youth are connected 24X7, and sub-consciously belong to one homogeneous universe of the young. The homogeneity is a result of equal availability of opportunities on the Internet and uniform exposure levels across classes through the digital revolution. The Internet, with its hashtags, pokes, retweets, shares, and likes, has played a large role in bringing together this collective and making young people in India (and all over world) feel like empowered citizens who belong to one world- the world of the Youth.

According to our study MTV Power Of One, a whopping 98% of the youth in India believed that they have the power or the ability to bring about change in the world around them. Almost half of them vociferously complain online if they don’t get good service from brands, and it makes them feel empowered when media and brands shower special attention to them through campaigns and communication. 95% of youth announce that they are definitely more empowered than any other generation before them. 30% admit that this is because of easier access to information than before.


42% of the youth insist that they will actively participate in a cause/movement that affects them. There is a heightened enthusiasm amongst youth < 21 years and women. Self-employed professionals are also more open to taking up causes.

The youth today care intensely and will support a cause passionately. But they need a real and relevant reason. There are two types of causes that they will typically support-

1. In my backyard causes- these are issues that affect them directly and on a day-to-day basis. The best examples range from bad cafeteria food to a social media censorship.

2. Mass causes- this is a mass publicized, larger social campaign that has gained so much momentum that not being a part of it is not an option if they want to subscribe to their collective.


We live in times where the ‘audience’ doesn’t just consume, they create in parallel. Once out in the media, the brand loses the remote control to the audience. They borrow, they create, they edit, tamper and come up with entirely new content and publish it, customizing as they do it. Traditional influences are no longer the kings. Brands that co-create with these young minds emerge as the winners. The most efficient way to engage with this intelligent audience is to engage them and make them part of the process.

The two big Es- Engage and Entertain

This is the move-on generation that is genuinely happy and inspired. They live from moment to moment, engaging, watching, following, and speaking their minds – there isn’t much room for crying, pausing, break-ups, boredom or negativity.

They look for 24X7 engagement across media, rather than inspiration from role models or brands. If you want to draw them to something new, you need to speak their language, appeal to their sensibilities & engage them in an easy and effortless way. This is true of causes they associate themselves with, hobbies they’re involved in, & new passions they go after.

The other instant winner is entertainment. The youth of today demands to be entertained. Both offline and online, anything that does not entertain or wow them, goes out of the window, without a second glace. This is not a generation of ‘me-too’s or repeats.

What prompts their actions?

Gone are the days when popular icons or celebrities consumed their lives. They are independent in thought and identity. 45% of them state they look up to their parents as role models. And, 25% blatantly answer, “No one”. They do not have a singular icon name. Another, 19% want to be like someone in the family (apart from parents).

A mere 10% look up to public figures as a role model. Being successful is not the same as being famous. Success is driven by ambition and traditional role models no longer hold the pedestal. The youth these days respect and look up to self-made individuals who have impacted the world we live in a significant way.



Given the scope for cynicism in today’s world, the youth collective is optimistic & positive. 33% attribute this happiness to their family and 18% to their achievements.

It is interesting to note is that they do NOT come together as a group due to a need for rebellion or because of their disgruntled lives. As a group and as individuals, they truly believe the world they live in is not bad place. They look at the world as a place full of equal opportunities. They have a good life, prospects of a job of their choice, space to pursue their passions and overall prosperity. Only, 6% claim they are disgruntled about life.


This group functions on the unsaid principle of I scratch your back and you’ll scratch mine when it itches. Social media has a great role to play in this- shares, likes and retweets are a form of communal support. Whether it’s helping a friend win a Facebook contest, or helping someone spread the word about a social campaign through re-tweets and hashtags, these young millenials each make sure that they belong to a group that has their back.


They may move in a pack and belong to the ONE big group, but what gives special power to this collective is that each person belonging to this group brings something unique to the group. Each drop in the proverbial ocean is a unique and significant one. Being raw, being original, and bringing your own genuine set of experiences and personality to this group is essential to the identity of the group. 92% of Indian youth don’t care what the society think of their actions. But, they do bother about the reactions of their immediate family i.e. parents and siblings.