Obviously, the answer to the above question is not black or white. While the popularity of the shows such as GoT and Breaking Bad is on the rise, the viewers still represent the minority. The mass channels or general entertainment channels with a much wider reach and viewership still see huge ratings for mythology and traditional programming.

However, marketing experts believe that today’s generation prefers ‘real people’ over smooth operators and struggling protagonists. The previous generation believed largely in hard work, and wanted to achieve financial security and professional success predominantly while spending time with family. In comparison, the youth of today have multiple facets and they are constantly reinventing themselves.

“This is what we see in popular culture around us. This generation is less judgemental and more accepting of a variety of personalities. What’s really distinctive is that it is willing to accept individual vulnerabilities and ready to live with imperfections,” says Ogilvy’s Sabnavis.

Soni of Myntra says it’s quite common to see a 30-40-year-old successful corporate individual aspiring to learn a new form of sport or art. “This generation is more about smart work, the ability to juggle and be successful across a variety of domains, and constantly learn, re-learn and un-learn.”

She adds that spiky individuals (easily annoyed and not polite) are seen with respect because ‘standing out’ is not just accepted, but also considered to be cool.

As a result, what are the implications for brand positioning and communication? Brands in this age need to be authentic. “What this is telling brands is to get real rather than sell idealised visions and stories. It is also suggesting that brands can egg people on to higher purposes not necessarily to sell ‘ideal lives’ but to return to the core and celebrate basic human values,” says Sabnavis.

From a corporate brand standpoint, it’s important for the brands to be honest, transparent, and accepting of their mistakes. This will make corporate brands more relatable and personal.

“Similarly, when it comes to brand protagonists and ambassadors, it’s important to showcase people who are relatable even as real people for the brand’s target group,” says Soni. She says this was one key criteria in Myntra’s choice of Abhay Deol and Ira Dubey as protagonists in a recent ad campaign.

The other things brands could do in this situation is to explore a multi-brand strategy to cater to niche segments.

Finally, there is no substitute to being open to make a polarising positioning and messaging choice. Communication should have a point of view that evokes a response.

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