The Objective

One of the market leaders in beverages had ‘clarity’ at the heart of its proposition. But, in today’s hyper-connected society, youth live a life under constant social media glare and need to live up to a hyper-connected society presenting a distorted version of self. In such a context, what is transparency and what is it to be fake? What is the ‘real you’ and the ‘digital you’ and how different are these? How is ‘authenticity’ defined?

The Strategy Unfolded

Prometheus and its team loved this challenge. Understanding youth - what drives them, their insecurities, their relationships, their highs and lows, and their place in the world - was both fascinating and a fairly complex task.

We crafted varied interactions wherein at times the researcher was merely an observer or was hanging out with a gang of friends at their favorite place to one-on-one chit-chat. We took permission to be a part of their social media and observed their digital behavior. We looked at their physical world, their mental maps, and their social and digital world, and with some inspiration from Upanishads, we arrived at an understanding that explained the very concept of authenticity and its value in Gen Z’s life.

The Impact

The output helped the brand think of the next phase of evolution for the brand and provided inputs for its communication strategy.