NEWS

MUMBAI: MTV Insight Studio has launched The State of Cool, a compilation of insights and trends about the youth. Through The State of Cool, MTV tries to get into the minds of young people to understand what makes them what they are. It's a journey into their consciousness, their psyche and their style mantras.

MTV India VP marketing and sales Aditya Swamy said, ‘MTV is the universe of the young and “The State of Cool’ is a reflection of our obsession with getting into the heart and soul of young people. This book gives marketers and advertisers a pool of knowledge that will help them understand their audiences better.”

MTV Insight Studio, MTV’s research wing, has handpicked emerging and dominant trends from various Indian and global studies which will not only give you a grip on how this generation thinks but will also on how to connect with them.

This publication is a synthesis of five major pieces of insight work conducted by over 150 insight specialists across the globe. The target groups for these studies are economically active people in the age group of 15 -24 years, living in urban India.

“Today the youth goes beyond conventional things and they tend to spread across multiple platforms. They are very active and well informed. We are listing out these observations to the industry/brand so that they can benefit themselves,” added Swamy.

MTV Insight Studio constantly conducts youth related research on different parameters through out the year. While universal trends have been captured through global studies such as the ‘Circuits of Cool’ and ‘Music Matters’, the book focuses on insights specific to young people in India.