Goa, 21 May 2025 — At the prestigious Goafest 2025 held at Taj Cidade De, Goa, a compelling panel discussion titled “Swipe Right for Relevance: Building Brands Gen Z Cares About” brought together leading marketing experts to explore how brands can authentically connect with the influential Gen Z demographic.
The session featured Amarjit Singh Batra, Managing Director of Spotify India; Geetika Mehta, Managing Director of Nivea India; and Vikram Mehra, Managing Director of Saregama India. The discussion was moderated by independent journalist and producer Anuradha SenGupta.
Key Highlights from the Discussion:
Gen Z’s Impact: Amarjit Singh Batra emphasized that over half of Spotify India’s audience is under 25, making Gen Z a pivotal segment for growth and innovation.
Staying Relevant: Geetika Mehta spoke about the importance of constantly evolving brand strategies to resonate with Gen Z’s experimental and discerning nature.
Digital Natives’ Expectations: Vikram Mehra highlighted that 80% of Saregama’s engagement stems from Gen Z, who live their lives primarily online, forcing brands to rethink traditional marketing.
Authenticity & Loyalty: The panel agreed that Gen Z demands genuine connections and meaningful content, moving away from conventional celebrity endorsements to influencer-driven engagement.
Empowering Young Creatives: Encouraging experimentation and entrusting younger team members with creative freedom was emphasized as crucial to meeting Gen Z’s evolving preferences.
Engagement Strategies: Amarjit Singh Batra shared Spotify’s approach of integrating agency partnerships, continuous research, and social listening to stay closely aligned with Gen Z interests.
“Gen Z is the generation that will define the future of brands,” said moderator Anuradha SenGupta. “This session at Goafest 2025 shed light on actionable strategies brands can adopt to build relevance and loyalty with this powerful audience.”
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