Decoding children as consumers

In a special episode of HT Brand Studio Live held in association with KidZania, brand leaders will reveal some fascinating aspects of marketing to kids.

Children are future consumers for most brands. They have access to all forms of marketing communication, even those that are not intended towards them.

The way they consume content, how they process the information, and the association that they make with it have a major influence on the choices that they make in their lifetime. A child’s circle of influence is not just limited to her peers, but also her parents, teachers and all other adults that she encounters.

In fact, new-age parents are increasingly involving kids in household purchases—from breakfast cereals to large-ticket items such as TVs and cars. A recent survey conducted by Facebook revealed that nearly 71% of parents believe that their children have a say in how much they spend on products.

As a result, it has become imperative for marketers to cater to this powerful demographic. However, brands need to drive home their messages cautiously, given that children are a vulnerable segment. So, what is the right approach?

Tune in to the KidZania special episode of HT Brand Studio Live at 10 am on July 9 to get all your questions answered by the best in the business.

Marketing leaders such as Anjali Malhotra Nanda (Aviva India), Puneet Anand (Hyundai Motor India), Pooja Baid (Philips India), Karan Kumar (Fabindia), Pankaj Rana (Panasonic), Vandana Krishnia (HT Media), Rutu Mody Kamdar (Jigsaw Brand Consultants) and Mandar Natekar (KidZania) will discuss how to responsibly market brands to children.

You can watch the episode on the Hindustan Times’ Facebook page.

It will be webcast from KidZania in Noida. KidZania is a scaled-down city for children, where they participate in various role-playing activities that are inspired by the real world.

Brand Studio Live is hosted jointly by HT Brand Studio and DMAasia, and is a part of the HT Brand Leadership Series, an annual property hosted under the domain of HT.com that has content around breakthroughs in marketing.

In the previous edition of Brand Studio Live, brand masters from the automotive space, such as Pallavi Singh (MG Motor India), Bishwajeet Samal (Volkswagen Passenger Cars), Sunil Gupta (Avis India), Navin Khemka (MediaCom) and Rachit Hirani (MotorOctane) talked about increasing brand recall value among millennials or Gen Y.

Another edition saw brand custodians such as Kanika Mittal (Twitter), Akash Banerji (Voot), Amer Jaleel (MullenLowe Lintas), Sairee Chahal (Sheroes) and Gautam Shewakramani (Quora) discussing how technology is empowering customers, leading to newer markets and demands.







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