Gen Z in Tier 3 and 4 towns prefer print media: MSL India's 'Make Way for Bharat Z' report

MSL India, the strategic communications arm of Publicis Groupe, recently launched an exclusive report Make Way for Bharat Z that decodes the lives of India’s Gen Z from tier 3 and 4 cities. 

MSL roped in the consumer pulse platform LocalCircles to reach 16,000 Gen Z respondents from 191 tier 3 and 4 cities across India.  

83% of respondents selected print media as their top source of daily media consumption for information while 86% chose television as their main source of daily media consumption for entertainment.

This report showcases the diverse nature of India’s Gen Z and how they cannot be put in one box. To tap into this evolving consumer pulse, MSL has also launched MSL Mojo, for branded content, community engagement and influencer marketing.

Amit Misra, chief executive officer of MSL South Asia, shared his thoughts on the occasion of the launch of MSL Mojo: “Culture is the driving force shaping our future and Gen Z, with their vibrant energy, diverse perspectives, and digital fluency, are at the forefront of this cultural revolution. 

"We at MSL wanted to create a culture engine that would shape opinions, emotions, and consumption. That’s how we came up with MSL Mojo, our culture engagement platform that will help brands navigate through these changing times.”