Global Takeover, Desi Style

Gen Z takes pride in their country and culture. This pride is primarily rooted in the new found resurgence of values and traditions, rich history, Indian food, as well as the contributions of Indians beyond their country’s borders.

Media in the West is expected to reflect more of the diaspora’s Gen Z. The many numbers of popular ‘brown positive’ pages like @brownhistory and @browngirlgang, social campaigns like #unfairandlovely that celebrate dark skin (colonial prejudices like fair skin are in high demand on Indian matrimonial sites) all point to a seriousness with which Gen Z are demanding their differences—superficial and the ones that run deeper— be acknowledged and respected.

Netflix specials with NRI protagonists, videos flagging systemic racism, and Bollywood choreographies and reel trends by Indians residing in the US, UK, Australia and Singapore, are fast-gaining popularity on international platforms. This content is being consumed not only by urban India, but a growing international fanbase looking to learn more about other cultures on the internet.

Closer to home, in India, Gen Z are keen to retain their cultural identities whilst simultaneously expanding their cultural gamut. While India continues to create a cohesive identity, one that can reflect distinct languages, cultures and traditions, the ‘Glocal Indian’ has emerged as one dominant narrative. As the name suggests, it's a consolidation of global and local identities that combines the best (and worst) of India and the rest of the world.

Celebrating Vernacular

As recognition and appreciation of personal histories grows, Gen Z are increasingly looking for relatable role models, in influencers ad communities who speak their regional language and are akin to their cultural quirks. This increasing appetite for vernacular content is also reflected in the findings of a report which states that the internet will reach vernacular speakers 2.5x faster than English language speakers. There is an expected increase in 18% regional language speakers on the internet compared to a 3% increase in the latter by the end of 2021.

In response to this growing segment of vernacular content and audiences, brands are now turning to local influencers with regional fanbases to stay relevant and reach new audiences. For instance, online retail platform Myntra and YouTube have together launched a reality TV show – The Myntra Fashion Superstar. The show is set as a contest for rising influencers and digital creators who represent different regions, causes, identities.

Vernacular advertising and targeted ads are now not just translated but ‘transcreated’ to establish an organic and loyal connection with region specific audiences.

Expressing Individual Truths

Gen Z spend up to 8-10 hours a day online across multiple screens. Globally, over 60% of Tik Tok users belong to this age bracket. With high levels of diversity, these young people are culturally and socially aware, and harbour a propensity to be more expressive than any previous generation.

To understand the Indian Gen Z, one has to digest contradictory truths with regards to Gen Z characteristics, considering the large numbers this generation is made up of. It is difficult to typecast this generation and this is best represented in the description of their online social platform bios which is a careful curation or pronouns, side hustle handles, varied interests and fast-changing labels that speak to their personality and the causes they care about.

Humour, the voice of two generations

Content creators have found success creating content on culture, families and Gen Z idiosyncrasies through creating satirical skits and irreverent and relatable humour. These point to a proud acceptance of personal Indian roots and heritage whilst also opening up conversations around issues like gender equality. This trend was kickstarted by Millennials—known to have an unconstrained rebellious attitude (for several comedians were often subjected to abuse or harassment after making religious/political jokes). This trend has been amplified and adapted by Gen Z via the burgeoning meme pages and ‘reel culture'—a place where authenticity and candidness is rewarded and celebrated with likes, follows and an ever-increasing online community. Memes, distinctly, are a signifier of the cultural zeitgeist and a device for channeling the inherent anxieties of youth.