Aglobal youth culture is emerging, spurred on by the universalization broughtabout by the Internet, self-obsession and preoccupation with teenage (eventweenage) priorities such as rock idols and movie stars. Sensing that there's amajor opportunity here, marketers – especially in India, where the average ageis 24 years – are trying to grapple with the key understandings necessary toaccess this important segment. 
Expert View: BIJOU KURIEN andANTHONY KENT review the historical trends and emphasize the supreme importanceof trying to interpret and engage with a vast emerging market of youth whosevery difference from their predecessors marks them out as both conundrum aswell as opportunity.