Kawal Shoor
Aug 26, 2020

Watch: Lockdown revelations - late teens and youth

What happens to the youth when they’re forced to get locked for months on end, with just their family for company?

We know that if there’s one cohort that can’t be tied down within the four walls of a house, it is the youth. Typically, home is a place for them to just sleep and recharge, while they usually spend their waking hours outside. So what happens to millions of them when they’re forced to get locked for months on end, with just their family for company? Today’s video unravels the key insight we found among this cohort. 
 
Although from more affluent backgrounds, the youth in this study come from varied corners of India – from Mumbai, Palakkad, NCR, Nagpur, Hyderabad, Jaipur and Shimla.
 
This is the fourth in our series of Project As Is – our attempt to understand the hearts and minds of India’s majorities through the lockdown. This project had started on India’s first day of the lockdowns with a simple question. When people are unnaturally forced to stay at home over a long period of time, what would they feel about various aspects of life, and importantly, how would those feelings change over the entirety of the lockdown?
 
The findings are in two parts. The accompanying short video (above) that dramatises the key insight of this late teens and young adults cohort. 
 
Also read:
 
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

17 hours ago

During the age of misinformation, the Baldoni-Lively...

Influencers have a responsibility to question their sources before sharing defamatory content.

17 hours ago

Zepto and Mamaearth fast-track sustainability this ...

Teaming up for sustainability with speed, for every Mamaearth product ordered on Zepto, the brand will plant a tree on behalf of the consumer.

18 hours ago

AI meets authenticity: The future formula for brand ...

As AI reshapes audience engagement, authenticity will prove to be a critical essential for brands to gain and retain consumer trust this year, says VFS Global's chief communication officer.

21 hours ago

Will user-generated content dominate brand ...

With consumer appetite for authentic user experiences on the rise, such content is likelier to play a major role in shaping brand narratives this year.