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.
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.
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.”
These examples show that brands win Gen Z not by shouting louder, but by joining their conversations.
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.
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.
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.
These campaigns mirror how brands like H&R Block used humour and empathy to engage a sceptical young audience — replacing instruction with interaction.
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:
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.
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:
This reflects Hilton’s global strategy of mixing celebrity appeal (like Paris Hilton) with micro-influencer relatability — a model Indian brands have localised beautifully.
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.
— 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.
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.
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