Tuned in to Gen-Z
Move over millennials, brands are now marketing to match the Gen Z vibe. How are brands rewriting the marketing playbook for the Zoomers?
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Published: Dec 19, 2025 10:03 AM | 1 min read
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Today’s Gen Z aren’t just a younger consumer segment, they’re tastemakers, co-creators, and walking litmus tests for cultural relevance. For them, brands aren’t about ownership but identity. They expect authenticity, demand purpose, and interact with businesses as if they were people, expecting them to speak up, show up, and evolve in real-time. In response, a diverse spectrum of Indian brands is rethinking everything: not just what they sell, but how they position themselves, what they represent, and if they can keep up with the vibe in this hyper-aware generation.
Take Krafton, for instance. Their marquee title, BGMI, doesn’t just market to Gen Z, it lives there. From creating parody-Holi animations with top YouTube animators to using fake phishing websites as awareness campaigns, Krafton has built a playground of authenticity. Their feedback loop isn’t a boardroom of strategists, it’s 350 YouTubers and a brutally honest comments section that acts as the brand’s unofficial R&D wing.
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