Rethinking Gen Z: Why India’s Young Consumers Don’t Hate Advertising — They Just Demand Better
Rethink how India’s Gen Z engages with brands. They don’t hate ads—they crave authenticity, community, and culturally relevant storytelling.
1. The Myth of the Unreachable Generation
Marketers across India are increasingly obsessed with decoding Gen Z — a generation that is vocal, hyperconnected, and reshaping how brands communicate. But in this rush to win them over, several myths have taken root.
Chief among them is the belief that Gen Z isn’t brand loyal and that they hate advertising. This perception, shaped mainly by traditional marketing biases, overlooks the nuances of a generation that is deeply engaged, community-driven, and fiercely loyal — but only to brands that earn it.
Indian CMOs and digital leaders are now pushing back against these stereotypes, recognising that the issue isn’t Gen Z’s aversion to advertising but marketers’ inability to understand what truly resonates with them.
2. The Context: A Generation Raised in Fragments
Unlike previous generations that grew up in an age of mass media — the Doordarshan evenings or Star TV prime time era — India’s Gen Z has grown up in a tribalised, fragmented digital environment.
They don’t consume content the same way their parents did. Their worlds revolve around niche communities, Discord servers, gaming collectives, music fandoms, and influencer ecosystems on Instagram, YouTube, and Moj.
There is no “one India” when it comes to media anymore. As one CMO recently remarked at an industry forum, “There’s no mass audience today — there are millions of micro-audiences living in parallel universes.”
The task for marketers, therefore, isn’t to broadcast louder — it’s to listen smarter.
3. Entertainment Over Advertising: The Shift to Social-First Storytelling
3.1 The End of the 30-Second Ad
For Gen Z, entertainment is not a reward — it’s the currency of attention. They don’t hate advertising; they hate being sold to.
Forward-thinking brands are realising that ads must entertain before they can persuade. The real magic happens when content becomes indistinguishable from culture.
As one marketing head put it, “Ninety per cent of our effort now goes into content — advertising only supports it.”
3.2 Where Creativity Beats Conventional Ads
- Swiggy’s “Voice of Hunger” challenge on Instagram used quirky engagement, not traditional ads, to win Gen Z’s hearts — and millions of followers.
- Zomato’s tweet-banter style turned food delivery into meme-worthy entertainment.
- Tata Tea’s “Jaago Re” campaign evolved from TVCs to social activism, resonating with India’s youth on issues like voting and equality.
- Ola Electric’s #EndICEAge created a movement rather than a message, aligning the brand with climate-conscious youth.
These examples show that brands win Gen Z not by shouting louder, but by joining their conversations.
4. Building Resonance Through Cultural Relevance
4.1 Integrating Into Culture, Not Interrupting It
Brands like boAt, Nike India, and Kingfisher have cracked the code by integrating themselves into the cultural fabric — from music festivals to gaming streams to creator collaborations.
boAt’s tie-ups with indie musicians, or Kingfisher’s collabs with IPL and Sunburn, show how entertainment and lifestyle can merge seamlessly with brand storytelling.
The focus now is not “advertising at Gen Z,” but creating with them.
4.2 The Power of Humour and Emotion
Gen Z’s online universe thrives on irony, memes, and relatability.
When Cred spoofed celebrity culture through its humorous campaigns featuring Rahul Dravid as “Indiranagar ka Gunda,” it didn’t just promote credit cards — it created cultural currency.
Similarly, Amul’s topical ads — which have evolved from print to social media with the same wit — continue to connect across generations, proving that humour with insight still wins hearts.
5. Case in Point: “Adulting” the Indian Way
Global campaigns like H&R Block’s “Responsibility Island” found success because they transformed a mundane topic — taxes — into entertainment.
In India, brands are tackling adulting challenges.
- HDFC Life’s “Sar Utha Ke Jiyo” and Mutual Funds Sahi Hai simplified finance for a generation raised on memes, not money management.
- Zerodha turned complex stock investing into conversational education through social media storytelling.
These campaigns mirror how brands like H&R Block used humour and empathy to engage a sceptical young audience — replacing instruction with interaction.
6. Tapping Into Communities, Not Just Consumers
6.1 The Era of Participatory Marketing
Gen Z doesn’t want brands to talk at them; they want brands to speak with them.
India’s digital landscape — from Reddit India to FanTok groups to gaming collectives — thrives on participation and authenticity.
For example:
- Spotify India’s Wrapped campaign encourages users to share their music habits, making customers the heroes of the brand story.
- Netflix India’s Instagram banter feels less like corporate promotion and more like a friend cracking jokes in your DMs.
This “community-first approach” shifts the brand from being the star of the show to being part of the supporting cast — helping consumers express themselves.
6.2 The Creator Economy: Trust Through People, Not Logos
Creators are the new media channels.
From Kusha Kapila to Ranveer Allahbadia, Viraj Ghelani, or RJ Karishma, micro and macro influencers are trusted more than celebrities in Gen Z circles.
Smart brands use creator collaborations not just for reach but for authenticity.
For example:
- Lenskart and Mamaearth work with regional micro-influencers who speak local languages.
- Taj Hotels recently collaborated with travel vloggers to make luxury feel accessible and relatable.
This reflects Hilton’s global strategy of mixing celebrity appeal (like Paris Hilton) with micro-influencer relatability — a model Indian brands have localised beautifully.
7. Redefining Brand Loyalty: Selective, Not Absent
7.1 Research, Not Rebellion
The belief that Gen Z isn’t brand loyal couldn’t be further from the truth. Research shows that young Indian consumers are 30% more likely to stick to one brand across categories — provided the brand aligns with their values.
Gen Z doesn’t reject brands — they reject insincerity.
They are deeply research-driven, digitally fluent, and value-conscious. They compare, cross-check, and only commit when convinced.
7.2 Loyalty Built on Shared Values
- Tata Group’s ethical reputation,
- Nykaa’s transparency in beauty, and
- Sula Vineyards’ sustainability stance
— all create emotional stickiness.
For Gen Z, loyalty is not about habit; it’s about belief. They follow brands that stand for something bigger — equality, sustainability, or creativity.
8. Lessons for Marketers: Enter the Culture, Don’t Colonise It
- Listen First: Study Gen Z’s online tribes — don’t interrupt their conversations; join them respectfully.
- Create, Don’t Preach: Develop content that entertains, educates, or adds value.
- Empower, Don’t Sell: Let users co-create campaigns; give them ownership.
- Be Authentic: Gen Z can spot pretension instantly. Transparency builds trust faster than slogans.
- Balance Paid with Organic: Advertising still matters — but as a support act, not the main show.
9. Conclusion: From Audience to Ally
India’s Gen Z doesn’t hate advertising — they hate irrelevance. They don’t reject brands — they reject monotony. This generation is not defined by apathy but by agency.
To reach them, marketers must replace persuasion with participation and replace campaigns with communities.
Brands that make this shift — from being loud to being loved — will not only win Gen Z’s attention but also their trust and long-term loyalty.
In the new India, the best advertising isn’t what brands say – It’s what consumers choose to share.
