As brands look to shed millennial track, ad strategy to go for an overhaul

Advertisers need a new script when the economy kicks back into a new normal; family, health and affordability will dominate the narrative say marketers

Loop back to just a few months ago and the word ‘millennial’ would pop out of almost every ad strategy and campaign note. From beauty products to consumer durables and food and entertainment, marketers were so focused on bringing the millennial consumer on board that there was little else that influenced their choice of a campaign, brand ambassador or social media activation. That framework is well and truly broken say senior marketing professionals and advertisers need to find themselves a new script.

Sameer Shukla, West market leader, South Asia, Nielsen Global Connect says that there is no country that Indian