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Kids Kanvas
Researching Kids at AZ research Partners
Some indicative findings from
research done in 2009
Research done with 6 to 12 years old, SEC A in metros
in South
Understanding kids & their motivations
•
There are 4 pillars of motivations for kids – these are depicted herewith at an
overall level
3. Power
1. Indulgence
Represented in dimensions of …
1. Fun
2. Food
3. Glamour
4. Imagination / fantasy
Represented in dimensions of …
1. Freedom – resent other’s control over ‘me’
2. Control – need control over others for activities
in other Quadrants
3. Wealth – often to buy things for Quadrant 1 / 4
4. Superiority – over others
Kids
Kids77to
to12
12YY
2. Knowledge
Represented in dimensions of …
1. Curiosity for all new things
2. Learnings / knowledge 
Superiority (Power)
4. Responsibility
Sense of responsibility reflected towards
1. Parents
2. Society
3. Traditions & religion
4. Environment
Lets take a detailed look at each of these
Motivation 1 … Indulgence
•
•
Indulgence is the core of kids – most of their being, their dreams, hopes and
wishes are about personal indulgence
These are reflected in these various dimensions:-
Fun
Glamour
• Entertainment
• Activities - Sports
& games /
collecting
collectibles / extra
curricular activities
• Occasions - No
school / Outings /
Parties
• Movies and heroes
• Sports stars
• Fashion
Food
• Chocolates
• Both routine and
exotic food
Imagination / fantasy
•
•
•
•
Flying
Magic
Underwater world
Outdoors
Fun … themes
Key
Keythemes
themes: :Comedy
Comedy(++++),
(++++),Action
Action//bravery
bravery//strength
strength(+++),
(+++),nature
nature(++)
(++)
Comedy is a recurring theme that kids love to watch
Other common themes liked by them are bravery, strength, action, nature …
Glamour & film-stars
Fashion – They are most
Film stars – They are most
enamored with new dresses &
accessories
enamored with new dresses &
accessories
1.1.Wearing
Wearingnew
newdresses
dresses
• •“I“Iwas
washappy
happytoday
todaywearing
wearingaanew
newdress”
dress”
• •“My
father
bought
me
a
new
pant
so
“My father bought me a new pant soI Iam
am
happy“
happy“
• •“I“Ibought
boughtaanew
newskirt.
skirt.ItItwas
wassososhort.
short.Its
Itssoso
cool
cooltotowear
wearshort
shortskirts”
skirts”
• •“I“Iwore
cotton
Punjabi
wore cotton Punjabisuits
suitstotolook
lookcool"
cool"
2.2.Accessories
Accessories&&hair
hairstyle
style
• •“sandals,
“sandals,bangles
banglesand
andpair
pairofofear
earrings:
rings:ititwas
was
really
reallyamazing
amazingsosoI Ilike
liketotohave
haveit“it“
• •“I“Iapplied
appliedgel
gelon
onmy
myhair
hairtotolook
lookcool”
cool”
• •“I“Ichange
my
hair
style”
change my hair style”
3. Film stars represent glamour
• “I will fly … I will go around the world and see the
stars of the cinemas”
• “I want to look like Asin”
Most favourite stars are (% mentions)
Chennai
Bangalore
Hyderabad
Vijay 60%
Vijay 23%
Mahesh babu 52%
Surya 58%
Ganesh 73%
Ravi teja 40%
Ajith 45%
Salman Khan
27%
Pawan kalyan 24%
Rajini 25%
Vikram 17%
Kamal 15%
Shahrukh
Khan – 7%
Amitabh 20%
Dr. Raj Kumar
15%
Shiva Rak Kumar
11%
Prabas 23%
Ramcharan Teja
20%
Chiranjeeevi 18%
Shahrukh Khan 5%
Foods
Chocolates are stuff that dreams are
made of …
•
•
“I would steal in all the chocolates and ice creams
shops”
“I want to get my favorite things like toys, ice-cream. I
want a beautiful world where everything should
be made of chocolate”
Food items they love
Hi
mentions
Chocolates
Rice varieties (Curd /Fried /Ghee /Lemon /Pongal
/Spinach /Tomato rice)
Pizza
Ice Cream
Packaged Snacks - (Chips /Kurkure /Lays /Bingo)
Chapati /Curry /Parota With Khurma
Chicken
• Rice varieties of mostly traditional
types, they love most, post
chocolates
Cake
Bread / Buns / Puffs - (With Butter /Jam /Cheese)
Burger /Sandwich
Snacks - (Samosa /Mirchi Bhajji /Gobi Manchurian)
• These are closely followed by Pizzas
and then ice creams
South Indian breakfast - (Idly /Puri /Upma)
Dosa
Fresh Fruit & Salad
Noodles / Maggi
Egg based items
Chats - Item (Bhel Puri /Pani Puri /Pav Bhaji)
Biscuits /Pastries
Sweets
Biryani
Lo
North Indian gravies - (Malai Kofta/ Chana masala /
mentions paneer masala )
Foods … Beverages liked
84
74
Like to consume
73
62
57
Most favourite accompainmet
57
With Pizza
48
5 5
3 2
Hot coffee
1 1
32
Hot tea
3 2
Butter milk
8 7
Lassi
drinks
Carbonated fruit flavoured
Fruit juices like Real etc
1512
8
Fresh fruit juices
16
Fruit drinks like Frooti
34
30
28
3
2
1. Most kids love carbonated soft drinks – much more than other types of
beverages
2. They also feel that these go best with Pizzas
Cold tea
74
Cold coffee
76
Carbonated soft drinks
90
80
70
60
50
40
30
20
10
0
Celebrate birthday party …
1. Most kids celebrate
birthdays but mostly at home
Base All-450
100
80
2. While 33% claimed to have
birthday parties at
restaurants also, when asked
most often venue, 100% said
home
60
92
95
Overall
7-9 yrs
90
40
88
97
Male
Female
20
0
10-12 yrs
3. Themes / Ideas for the party
Place of party
Overall
7–9Y
10 – 12 Y
Male
Female
Base
353
117
149
214
139
At home
100
100
100
100
100
Restaurants
33
45
28
26
43
Pizza outlets
6
8
5
4
9
Hire a hall / ball
room in hotels
2
2
2
0
4
In fast food
outlets
2
3
1
2
1
•
•
•
•
•
•
•
•
“Fairy-land or Disney-land theme”
“Fancy dress competition”
“Antakkshari”
“I want have chocolate based in parties"
“The theme of the party should be cut a
cake and dance"
“some magic, musical nights, some joker
welcoming inside and animals visiting"
“decorating the rooms. Full of balloons,
shining papers and welcoming with
flowers"
“Party will be more exciting with disco
lights“
Celebrate birthday party …
In the parties, desired music, games and food is as listed …
Games
Music
1. Most mentions of
melodious music
(++++)
•
•
•
•
“Romantic and melodious
songs"
“A.R Rehman songs, K.S
Ravi Kumar songs"
“Music should be melodious
so that nobody gets bored"
“Melodies”
1. Range of indoor
games mentioned
•
•
•
•
•
•
•
2. Few mentions of
rock music (++)
•
•
•
•
“Rock music”
“Some rock songs; hit songs
and especially happy
birthday songs"
•
•
•
“Carom board”
“Musical chair”
“Passing the ball”
“Competitions”
“Memory games”
“… snake & ladder, chess, video
games"
“… balloon shooting, balls in
the hole and tambolla etc"
“Snake games, cricket games,
carom board"
“Passing the ball; hitting the
mask board, musical chairs"
“Cricket and computer games"
“Hide and seek”
“Quizzes”
Food
Cakes, Chat, Dosa,
Pizza, Chocolate,
Cold drinks, Soups
Ice-creams
• “Cake, chat items, Manchurian
and something new soups and
all"
• “Dosa, puri, pizza, Biriyani"
• “we can a burger, pizza, rotis
and paneer butter masala,
curry, icecreams, spring rolls,
chat etc"
• “Cakes, sweets, snakes"
• “Chocolate pastries, samosa,
chips, soft drinks etc"
• “Cakes, cold drinks and pizzas"
Indulgence … Imagination / fantasy
Key
Keythemes
themes: :Flying
Flying(++++),
(++++),Chocolates
Chocolates(+++),
(+++),Outdoor
Outdoorexploration
exploration(+++),
(+++),
Underwater
Underwater(+++)
(+++)Barbie
Barbie(+)
(+)
1.1.Flying
Flyingisisaakey
keydimension
dimensioninintheir
their
imagination
imagination
• • “fly
“flyallallover
overthe
theworld”
world”
• • “will
brought
chocolates,
“will brought chocolates,fly
flyininthe
thesky,
sky,buy
buyallall
things
thingsI Ilike”
like”
• • “I“Iwill
fly;
will fly;I Iwill
willget
getaabike
bikewhich
whichwill
willgo
govery
veryfast;
fast;I I
will
willgo
goaround
aroundthe
theworld.“
world.“
• • “I“Ineed
to
fly
to
reach
need to fly to reachmoon”
moon”
2.2. Girls
Girlshave
haveaabarbie
barbiefixation
fixation
• • “I“Iwill
willbecome
becomeaabarbie
barbiedoll”
doll”
Imagination / fantasy
Strong under-water theme observed in their imagination
Imagination / fantasy
Frequent presence of outdoor themes and mountains in
their imagination
Curiosity
Desire for knowledge is marked by curiosity for knowing about new stuff …
“I would like to become a Teacher because I will
come to know about new things and will
teach that to my students”
Want to know about
new stuff & share
(+)
Curiosity
Want to know more
about the world …
(+++)
“want to know about new technology”
“I liked it when I saw different animals in
Discovery channel”
…And also about out
of the world stuff!
(+++)
“Want to become an astronaut because I want
to know about outer space”
“my friend was telling me the story about devil
and it was excited”
Learning to do something superiority
Desire for knowledge also manifests itself by an active desire to perform well and do
something out of the ordinary … this gives them sense of superiority over peers
“I want to be an Aerospace
scientist because I want to
create a space ship”
Doing something out
of the ordinary
(+)
“I would like to
become a
Scientist because I
want to build a
chocolate house”
Making
fantasy
real
(+)
Learning
Performing well in studies (++++)
“…I will do well in math…”
“…I want to be first in the state…”
“I would like to become IAS officer”
“…was happy when I got full marks
in English…”
Extra
curricular
activities
(+++)
“…will dance very
well…”
“…dance & play
games…”
“I like to do drawings’
“…listen to music…”
Freedom …
Want freedom – To enjoy, do unreal things, play pranks with no rules!
“…fly all over the world…”
“If I have super power for one day
then I will fly in the sky”
“…I enjoyed it when I saw my
sister fall down…”
“Am happy when I pull my brother’s leg
& he gets a beating”
“Wanna be super man”
“I will get a bike which will go
very fast”
Want to fly!
(+++)
“I will go around the world &
see the stars of the
cinemas”
“… happy when I have free
periods…”
Love doing
Mischief…
Mischief…
(+++)
“I beat a cock with a rock and felt
happy"
Freedom
Want fun &
adventure
(+++)
…and No one pulling strings on me!
(++++)
“I dislike it if some one scolds me…”
“…irritated when mother forced me to go to school”
“It’s irritating when my teacher asks question everyday”
“…forced me to watch serials & news so I got irritated…”
“I got angry when my teacher beat me…”
“…got angry when I was watching cartoons & mother switched off the TV…”
Wealth …
Passion for money  for itself, for possessions can be bought with it and helping others
1. Want to make Money
• “if I have super power for a day then I will
collect money…”
• “…some gold coins…”
2. Love my possessions
• “… make a house, rest house etc. new cycle,
motorbike, car & dress etc…”
• “I was angry when my sister broke my
favorite toy”
• “I am excited to ride my bicycle”
• “I want a big bungalows with car. I love
to live in big houses”
3. Money to help others
“…want money to help poor people…”
• The kids love money – often for
itself and mostly for material
gains from the same
Control & sense of social responsibility
Want to control pain & injustice – “…wanna see everyone be happy…”
“…want to help older people…”
“…want to help the orphans…”
“…will use magic to remove hunger…”
“Want to become a Minister to help my family / relatives
and others”
“…I helped a blind man while crossing the road…”
Want to help the underprivileged
(+++++)
Be the savior!
(+++)
“I’d like to become a doc ‘cause I
want to save people…”
“I would like to became a Army Man
because I want to save our
country and people…”
“Will cure my mom from diabetes”
“…help MCD to clean the road…”
“…save from pollution &
wasting water…”
“…will save earth from cutting
plants…”
Save nature
(++)
Control
Contribute to betterment
(+)
“I would like to became a teacher
to help poor students to help
them to study to make India a
rich country…”
Get at the bad
guys!
(++)
“I would help police in
catching the thieves…”
“…stop rash driving…”
Values
Kids believe in values of honesty, a helping nature & courage to stand for what is right
However, naughty streak is definitely there and keep coming up, sometimes with guilt
•
•
•
“My enemy fell down and I was so happy”
“My brother gets beating because of me and I really laughed”
“I wrongly kicked my mother for what I what I was guilty”
“Value of sharing”
“…Help each other…”
Sharing
(++)
Mischief
(+++)
“Honesty & hard work always pays”
“…Don’t tell lies…”
“…will wish best of luck to my
friends and tell them not to copy in
exams…”
Honesty
(+++)
“Greed destroys the source of
good”
“…do not get too greedy, or you
will end up with nothing…”
No greed
(++)
Values
Bravery
(++)
“Courage to stand for
justice is the character of
a real person”
“I like to see brave
heroes like Hercules”
Hardwork /
dedication
(++)
Kindness
(+++)
“ kind”
“ like kind hearted person ”
“Love Mother Teresa because she is a
very kind women / she was noble
humble service minded kind
“ dedication and hard work is
important in life”
“Slow and steady wins the race”
“If you try hard enough, you
may soon find an answer to
your problem.”
Some indicative findings from
research done in 2006
Research done with 6 to 12 years old, SEC A in metros
Indulgence
Indulgence is …
Freedom
Explorers
Success
1. INDULGENCE in eating
and drinking
2. Entertainment – Fun,
Magic, Action, Horror,
Cricket and Collectibles
3. Beauty, glamour, fitness
and fashion
Social beings
“…if I had super powers I
would change all the oceans
and rivers into sprite and
coke, make all vegetables into
chocolate, toffees…”
“…I got a crew
cut done to
look cool…”
Indulgence
Indulgence in eating …
Freedom
Explorers
“…I love all snacks its yummy…”
“…chips are spicy…”
“…I love cold drinks”
“…chocolates are very tasty, love eating them…”
“…I want lots of chocolate to eat…”
“…chips are my life…”
“…I ate butterscotch ice cream…”
“…I could get all the things in free, like eating out and all, wow…”
“…today I got chips for my sister, we relished it…”
“…today I went to south ex and drank soup over there, was excited…”
…I ate rainbow ice cream…”
“…felt yuck to eat vegetables…”
“…I was angry that I had to eat karela…”
“…chicken biryani is delicious…”
CHOCOLATE, CHIPS & ICE CREAMS ALL DAY !!!
I wish for a bowl
on which ice
cream would
never finish
Success
Social beings
Indulgence in eating …
Indulgence
Freedom
Explorers
Success
Social beings
Chocolates are stuff that dreams are made of !
“…if I had super powers I would change all the oceans and rivers into sprite
and coke, make all vegetables into chocolate, toffees…”
“…I love dairy milk, its too tasty…”
“…if I had super power I would make whole world of chocolate…”
“…I wish I had a room made up of chocolate so it never finishes…”
“…Cadbury’s chocolate it is very tasty…”
“…chocolates are very tasty, love eating them…”
“…I want lots of chocolate to eat…”
Indulgence
Icons of indulgence
Freedom
Explorers
Success
“..i like Cheetos because we get Pokemon 3Ds with that…”
“…Dominoes pizza is spicy, cheesy and you get free CD with it…”
“…Pepsi is tasty…”
“….Today in the evening we went out to McDonald’s and had burger…”
“….I bought Kurkure today from my pocket money…they’re very spicy…”
“…Cadbury’s chocolate it is very tasty…”
“…Maggi is so delicious…”
“…I like Celebrations, its so chocolaty…”
“…I love Dairy Milk, its too tasty…”
Pepsi, Cadburys and Maggie – strong brands
with the generation
Brand which was emergent about a year back
but has been forgotten by now – Mountain Dew
Social beings
Glitz & Glamour
Indulgence
Freedom
Explorers
Success
Social beings
“…Aishwarya is beautiful, wow…”
“…Zayed khan is so handsome…”
“…Shahrukh is handsome and dashing…”
“I love Preity Zinta … she is a famous heroine”
Hritik Roshan is so good looking”
“…I got the shirt like what Saif Ali Khan wears…”
COMPLETE OBSESSION WITH FILMDOM
Salman Khan and Vivek Oberoi have both stagnated where they
were last year – Vivek Oberoi an emergent icon a year back
Indulgence
Physical fitness
Freedom
Explorers
Success
PHYSICAL FITNESS – PART OF WORLD OF BEAUTY
EMOTIONAL PAYOFF – BE FIT AND GOODLOOKING !!!
“…I love all outdoor games as it makes you thin…”
“…I love swimming, because it gives you strength…”
“…went for morning walk – was happy, it keeps me fit and healthy.”
“…basketball makes you taller…”
“…I love squash, it makes your legs and arms stronger…”
Much stronger dimension in boys
Social beings
Trends …. Be kool
Indulgence
Freedom
Explorers
Success
ULTIMATE NEED TO LOOK KOOL AND HAPPENING
Social beings
“…today I bought nike’s colourful watch…”
“…I open the collar whenever I wear t-shirt or shirt to look kool…”
“…my mom cut my old jeans and shorts which have edges coming out, it is cool and fashionable…”
“…I got a crew cut done to look cool…”
“…I started putting gel on my hair to make my hair spikes, my friends are also putting it now…”
“…I like Beckham, want to adopt his hairstyle…”
“…I have purchased half pants for my daily use…”
“…I took out my shirt from my skirt, I saw senior girls doing it so I also did, guess what I was the
koolest in my class…”
“…I love to keep my hair open, tried to look like Rupika, a stylist…”
“…I have started wearing short tops, shirt without sleeves and capris…”
“…I even wear a skirt which is above my knees…”
Hair Gel, Short pants, Capris, Mini Skirts are IN
Movies
Indulgence
Freedom
Explorers
Success
Action, Stunts & Special Effects
Social beings
’’…I felt very happy, when I saw Spiderman II,
Spiderman* does stunts and jumps….”
“…I wish to watch all the latest movies like Spiderman II
because I like to watch him…”
“I spoke about the latest English movies, and I felt like
watching them as they’re full of action, and magic
stunts…”
“…Tarzan the wonder-car….’
“…I I saw the ad of I Robot, it has cool special effects…”
“..I’m looking forward to watching Dhoom*, Shrek2 &
Harry Potter III…”
* - contextual
Party
Indulgence
Freedom
Explorers
Success
Partying hard with Rock music is what they seek !
Social beings
“…it should be a midnight party…”
“…party should be without parents, only kids…”
“…music should be rock… Linkin Park”
“…should have loud beats…”
“…in the party everyone should wear mask and take it off only
at the end of the party…”
“…celebrate birthday in a tent…”
“…DJ party…”
“…no parents…”
“…the music should be fast, for which you can dance…”
“…yesterday it was my friend chinky’s birthday it was so
much fun…”
“…should have a pool party…”
“..we should’ve a pyjama party..”
“…party should have foot tapping music, not slow music…”
Fast foot tapping music – with DJs et al
Good Night,
Vaibhav
“Its not good
night time, it’s
the time to
disco”
Vaibhav,
12 years
Collectibles
Indulgence
Freedom
Explorers
Success
“ I love collecting Pokemon cards”
“Collecting stamps’
“I collect Jenga cards”
“… trump cards….”
“Tazos”
“Spiderman* rakhi”
“….Spiderman* CD…”
“Boomerang with Complan”
“…. Kites….”
“…. Tom & Jerry tattoos”
“…wrestling tattoos …”
“… super jet fighter”
“…friendship bands”
Social beings
Pokemon is the rage
By : Anish Dhawan
11 years
* - contextual
Curiosity to know …world
Indulgence
Freedom
Explorers
Success
Social Beings
“…I will visit the moon…”
“…I would go to universe and discover
more planets there…”
“…I heard about the new star discovered
in the solar system which is bigger than
the sun, I felt top of the world because
nobody knew about it…”
“…I will fly around the world and see all
the seven wonders…”
“…I will visit other countries and watch
leaning tower of Pisa…”
Space and wonders of world
“…Hew, what language do you speak in
Norway?”
“Hewy, Do you believe in ghosts…?
“…one day I will grow up and visit foreign
hotels…”
“…I want to visit foreign countries I have
heard about them many a times so I am
excited to visit these countries…”
“…I want to become an airhostess
because I want to see the world…”
Foreign countries
Science & technology
Indulgence
Freedom
Explorers
Success
Gen Z is very clued on to the world of
science & technology
Social Beings
“..I saw a MIG-29….”
“..I felt cool when I saw a Mercedes…”
“..I want to be a scientist so that I can invent
anything, a car that can control itself…you just tell it
where it has to go…”
“…I got confused when I heard a motorbike can fly…”
Automobiles/ Planes
(Craze with Boys)
Auto world, planes, Computers and video
games are strong icons with the Gen Z
CyberCyber-Zone
“..I like Web-designing on the computer…”
“…I wish to have number of new computer
games as I love to play computer games….”
“…I heard a new robot would be coming in
2009, who will do all the work…”
“..Today I learnt to make presentation on
PowerPoint…”
Concern for society & country
Indulgence
Freedom
Explorers
Success
Patriotism is the order of the day !
Social Beings
“…I would make India a beautiful country
with beautiful roads, buildings, houses…”
“…I want to become fighter pilot and win
wars for India…”
“…I love my country, I want to become a
pilot and save my country…”
Very strong self projection with boys –
to be a hero who protects the country
By : Vaisakh
12 years
Indulgence
Religion
Freedom
Explorers
Success
GEN Z believes in and respects
religion
Social Beings
“…got gifts for my brothers for
rakshabandhan…”
“…I got a figurine of Ganeshji for my grand
mother…”
“…went to naani's house for
rakhsabhandhan…”
“…I want to take blessing of god for
everyone’s well being…”
GEN Z STILL HAS RELIGIOUS
GROUNDINGS
Strong & mature
Emerging
Weak
Strong dislike
Declining
By : Vaisakh
12 years
Appeal of ads
High
Close Up
“…Its Music, rhythm & scenes.”
“…Because it is very funny”
Pepsi Toss Ka Boss
“…role of Irfan and Sourav was
nice.”
“…Its contest.”
Idea
“..very talkative …”
“…very funny..”
Videocon Germ Free
“…I like Shahrukh.”
Maggi
“…Its Background Music is nice.”
Dairy Milk
“I love to eat it “
Moderate
Negative
Complan
“…nice ad.”
LG Flatron
“…Because of its picture and its
scenes and speech.”
Mortein
“…when they come inside just at that
time they die.”
Horlicks
“…The whole society shouts “
Tavera
“…The car Looks Good”
Frooti Small
“…I can buy it every day.”
Lays
“…Saif looks funny.”
Kit Kat
“…I love to eat Kit Kat.”
Parle-G
“They tell about children intelligence
after eating Parle-G.”
Kurkure
“Juhi is cute”
“I like Juhi chawla in the ad”
Cello Pen
“…They were moving the pen very
fast and I could not see properly.”
Bajaj Caliber 115
“…it was not for my age.”
Kurkure
“…bhoot turned her head with out
moving her body.”
Esteem VXI
“I don’t like it”
Tele Brands
“…Long lecture on health.”
MDH Masale
“…I hate masala Ads.”
Rejoice
“…I hate Shampoos.”
Pilsbury
“…It was boring.”
Idea generation
Indulgence
Freedom
Explorers
Success
☺ Glitter Packaging
Social beings
☺ Tiny glitter stickers to put on nails, pens, watch dials, belts, pencil boxes, etc. inside
the packaging
☺ Mini drawing books to be colored with glitter pens / colors to get the right effect.
☺ Assembled Dinky Cars, Planes, Power-puff girls
☺ A handbook of what's COOL / TRENDY this season – Clothes, Games, Colours
☺ Kid’s Club with a mascot (even a small attempt like HEW, caught on with the kids)
(a small diary of games, puzzles in each pack)
☺ Websites, post messages, email id…e.g. Graffiti
☺ Music club (cassettes, games CD’s, posters, watches, stickers…)
Indulgence
Idea generation
Freedom
Explorers
☺Kids predicting what the next shape would be for collectibles
“…the next cards would be in triangle shape…”
Success
Social beings
☺Explore & Build on the Magic of Harry Porter – Magic Wand, Owl, Quidditch
Tournament, Maps, Models of Hogwarts, Character Cards, Chapters of Divinity Class
Notes, etc.
☺Help children discover the persona of Sports Celebrities as Children – Their hard
work, dreams as kids, their failures in trying to reach their goals, their pictures as 913yr old, through cards, 3Ds, Booklets, or mini Plastic Cards in shapes (Bat for
Tendulkar, Football for Zidane, Gun for Rathore, etc)
☺MATHS is a terror area for most kids, include small & easy tips (In stickers or
Packaging) to make Maths easier.
Eg-1: To Check if a number is divisible by 12, see if the number is divisible by 3 and then 4. The number is
correctly divisible by 12 ONLY IF it is divisible by both 3 & 4.
Some indicative findings from
research done in 2003
Research done with 6 to 12 years old, SEC A in metros
Enjoyment
Enjoyment
Enjoyment is
1. INDULGENCE in eating and drinking
2. Cricket
3. Entertainment – Fun, Magic, Violence
and Horror
4. Collectibles
in declining order of importance !!!
Beauty
Social
beings
Explorers
Humanit
arian
I want to go to sleep &
dream that I am in a
Cadbury world people are
of Cadbury & I am eating
lots of Cadbury ……. after
a sleep I would watch TV
& see new serial on the
TV. ……..I would call my
all friends and would play
& discuss …..
Enjoyment
Indulgence in eating …
Generation Zigma aspire for westernized food
Indulgence they dream of ……
Chocolates
Cold drinks
Ice creams
Pizza
Ready to eat
Not stated in the wish list (dream world) are :
Traditional Indian recipes
Confectionery
Beauty
Social
beings
Explorers
Humanit
arian
Enjoyment
Indulgence in eating …
Generation Zigma aspire for westernized food
“…I loved to eat new Swiss chocolates ….because it is a
new product”
“…today I learnt to make choco-balls”
“…today for the first time I tasted mushroom pizza, it
tasted yummy”
“…I will eat a lot of pizzas, burgers and junk foods and
not eat khana”
“…I love ice creams”
PIZZA, CAKE, CHOCOLATE AND ICE CREAMS ALL DAY !!!
Beauty
Social
beings
Explorers
Humanit
arian
Enjoyment
Indulgence in eating …
Eating habits of Generation Zigma are
completely westernized
I dream of ……world of Cadbury
I love Coke
I loved ….Blue Pepsi
I loved eating in Mc Donald's
I loved eating Maggie …. 2 minute noodle
I loved Bhel puri and Mountain Dew
I like Mc Donald's food
I will go to an Ice cream parlour and eat all ice creams
MC DONALD’S, CADBURYS, COKE, PEPSI, MOUNTAIN
DEW, MAGGIE !!! AND ICE CREAMS !!!
Beauty
Social
beings
Explorers
Humanit
arian
Enjoyment
Fun and Games
Social
beings
Explorers
Cricket is cult – especially for boys
Beauty
Humanit
arian
“….play cricket and eat sweets the whole day”
“…I love cricket …. I want to become Tendulkar”
“… I love cricket… my favourite”
ludo …. boring”
“…I hate cards…not interesting”
“…I hate
“…went to Appu ghar with my colony friends…. was happy”
“… I will spend all day playing video games, games on
computer and cricket.”
“…went to Appu ghar with my colony friends – happy.”
“…I went to the children park with parents.”
GEN Z - COMPLETELY OUTDOOR ORIENTED, THOUGH THEY
LOVE COMPUTER GAMES - CRICKET IS THE RULING CULT !
Enjoyment
Magic
Social
beings
Explorers
MAGIC IS THE RULING THEME WITH GEN Z
GEN Z loves to watch Sonpari, Shakalaka Boom boom
and Shararat on TV
23 % of Gen Z love Sonpari
34 % of Gen Z love Sanju
“…I love Sanju because he has magical pencil…cool”
“…Sonpari is a nice heroine…she has magical
powers…uses them to help people”
“…went to a magic show…had fun…magic is exciting”
“…I want to learn magic like Sanju… so that I can help people”
MAGIC – TO HELP OTHERS
Beauty
Humanit
arian
Enjoyment
Science & Technology
Social
beings
Explorers
Humanit
arian
GENRATION ZIGMA kids clued on other
gizmos !
“ …I heard about new car Endo Ferrari.”
“…I saw new Mc Laren car – cool.”
“…I saw Ford GT 90 car – felt cool.”
“…saw a Mercedes E- class from inside-confused…in
my car there’s nothing like that”
“ …I saw a big fighter jet – i felt scared.”
“…I saw a big aeroplane – felt happy.”
“…Saw Formula 1 …was confused …where is
Schumacher?”
TOPEND CARS AND PLANES IS WHAT TICKS WITH GEN Z
Beauty
Enjoyment
World of Peace
Humanitarianism of GEN Z
Beauty
Social
beings
Explorers
Human
itarian
Picture drawn by
Varsha Bhatnagar
12 years
New Delhi
“Oh Tiggy. I am really sorry that I couldn’t write anything about the Iraq war because
the word War. I hate it so I don’t read information regarding to war. So I am sorry
(Please Tiggy)”
Enjoyment
World of Peace
Beauty
Social
beings
Explorers
Human
itarian
Humanitarianism of GEN Z
PLEASE STOP THIS NOW !!!
Picture drawn by
Elisha
10 Years
New Delhi
“I feel this war is angriness between two countries. There is loss of life,
property and money. By this war everything can only be destroyed…”
Enjoyment
Religion
GEN Z believes in and respects religion
Beauty
Social
beings
Explorers
Humanit
arian
“…sang religious song.”
“…went to a beautiful temple in the evening.”
“…religious mantra I heard and the music was
soothing.”
“…books of Ramayana and Mahabharata I read.”
“…confessed in church – was nervous.”
“…this week I learnt Srimath Bhagvath Geetha &
Ramcharitra Manas.”
“…prayed in the morning at the temple felt calm.”
DESPITE WESTERN ORIENTATION, GEN Z HAS RELIGIOUS GROUNDINGS
Using key insights for way forward
ICE CREAMS
 While most categories in Indulgence arena are dominated by a
couple of strong brands – ICECREAMS does not yet have a
strong icon
 Big opportunity as ICECREAMS are a strong area of indulgence
 Vacuum in the category - comparatively easy target as no
established brand needs to be displaced
Using key insights for way forward
CONFECTIONERY
 Confectionery does not feature strongly in their wish list
 Could be due to any of these reasons
 Lack of high excitement around the category – no brand features
as strongly as Cadburys or Coca Cola or Pepsi – possibly can be
addressed at brand level
 Category not high on aspiration – possibly due to easy accessibility
and low unit price
 Category actually losing relevance amongst GEN Z – possibly other
formats like chewy, gummy etc need to be tried
What will tick with GEN Z
Science & Technology
• Information on packs of products regarding internet, cell phones
• Tit-bits on inventions and inventors on cards/packs
• Stickers/Tattoos/Cards on F1 and F1 stars / cars.
• Riddles and magic tricks could be printed on packs of the products.
•
Did you know cards
Fun
• Tattoos of Tom & Jerry, Bob the builder, Sonpari, Sanju
• Toys of characters like Tom & Jerry, Bob the builder , Sonpari, Sanju
• Magic tricks could be printed on packs of the products.