Snapchat and Omnicom Advertising Study Reveals 91% of India’s Next Gen Pays Closer Attention to Funny Brands

Omnicom Advertising India and Snapchat have teamed up to launch 'How to Laugh (and Win) with the Next Generation'. This global study explores how gen z and gen alpha use humor to build relationships, signal belonging, navigate culture and decide which brands earn their attention.

In India, the findings show that humor is a powerful driver of brand attention and consideration, but brands must demonstrate cultural fluency and authenticity to avoid coming across as forced or out of touch.

Speaking on the report and its India findings, S. Subramanyeswar (Subbu), chief strategy officer - India and chief knowledge officer - Asia, Omnicom Advertising said, "Humor has always been one of culture's most powerful forms of social currency. What is changing is its speed, its codes and who gets to define what is funny. For India's Next Gen, humor is far more than entertainment. It is a language of belonging, intimacy and even truth. That creates an enormous opportunity for brands, but also a new standard."

Read the full story in Little Black Book