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.
“To raise awareness about phishing for in-game currency on BGMI, we created a hilariously fake website and a parody ad on online safety. The ad itself accumulated over 8M views and won 7 awards, and we took special pride in the comments which flowed in, reaffirming our delight points. This, together with our incredible collaborations with Indian household names like Hero, Mahindra & Mahindra, Sting, KFC and foreign anime IPs, has helped BGMI gain pace to become India’s most recognisable gaming brand,” says Srinjoy Das, Associate Director and Lead - Marketing, Krafton India.
Then there’s Fastrack, a brand that’s been around for decades, but still manages to feel like it was born on Instagram last week. With them, marketing is a cultural drop, not a campaign. Their Groove collection quite literally danced its way into bookstores, elevators, and street corners with indie artists performing offline and going viral online. And that ‘Cleanse Your Ex’ Valentine’s campaign? What began as an in-store heartbreak detox turned into a podcast collab where Gen Z shared unfiltered ex-files, raw, funny, and painfully relatable.
“At Fastrack, we don’t preach to Gen Z—we co-create a cultural shift alongside them. Our storytelling is powered by the formats they love - punchy reels and unscripted vox pops. We actively collaborate with communities and subcultures that resonate with Gen Z, skateboarding, street art, underground music, and dance scenes. Through partnerships with upcoming communities like Crab Culture, we authentically integrate into their spaces and mirror the individuality that define today’s youth. You will find Fastrack wherever the movement is happening. From Tinder Mixers to local events, we stay naturally embedded in their world,” says Danny Jacob, Head of Marketing, Fastrack.
Varun Gupta, CEO and Co-Founder, GoBoult on the other hand reveals that the brand is keeping things real by staying away from the sparkle of overpriced gimmicks. While the rest of the audio world scrambles to sell ‘luxury,’ GoBoult is perfecting what it calls ‘accessible premium.’ Their influencer network isn’t just built for reach, it’s designed to mirror Gen Z’s many micro-worlds, from auto geeks to gaming girls to tech-heads. He highlights that the brand has worked together with influencers such as Rebel Kid and others who exemplify the values of this generation.
In the beverage aisle, Society Tea is redefining itself to more than chai. With the launch of its Iced Tea range in six refreshing flavors, the brand is chasing Gen Z’s need for fast, fresh and portable sips. Shiv Raheja - Senior Manager Digital Marketing / E- Commerce & Quick Commerce, Society Tea says, “We’re also making it super convenient for Gen Z to access our products quickly, while taking the brand to college fests and youth events to create the real-life moments they cherish. To go beyond the cup, we’ve rolled out campaigns and experiences that seamlessly blend chai culture with Gen Z’s expressive and fast-paced world. Our bold Thandi Chai campaign challenged stereotypes around traditional tea, positioning iced tea as a young, edgy, and relevant choice — using tongue-in-cheek humour and real-life moments that Gen Z relates to.”
Then there’s Marico, quietly acing the Gen Z game across both legacy and breakout brands. From Livon’s #ExpressInStyle confidence boosts to Set Wet vibing in gaming streams and reel culture, Marico doesn’t just show up, it switches lanes with ease. Even heritage names like Parachute Advansed are getting digital glow-ups, blending traditional trust with playful, youth-driven content.
“We continue to evolve and stay relevant to modern, young consumers by reimagining legacy brands like Parachute Advansed and Saffola with a contemporary edge. At the same time, we are scaling newer, digital-first innovations and also nurturing brands like Livon and Set Wet, which cater primarily to Gen Z. Livon’s ‘Uncut with Livon #ExpressInStyle’ campaign championed authentic self-expression, encouraging individuals to embrace their unique style with confidence. The brand also strengthened its presence on Meta, a high-affinity platform for Gen Z, through thematic digital-first content and expanded influencer-led campaigns. Further deepening its youth connect, Livon was the title sponsor of the Mega Miss North East pageant, activated college engagements across the region, and partnered with Bombay Times Fashion Week to reach a style-conscious, young audience. Similarly, the Parachute Advansed Gold Holi campaign featured a vibrant, playful musical track created with young influencers to resonate with Gen Z,” says Ashish Goupal, CEO – India Core Business, Marico Limited.
Ashish highlights that Set Wet teamed up with the renowned hairstylist Aalim Hakim to introduce an exciting video series ‘Set Wet x Aalim Answers’ on International Men’s Day, based on the insight that navigating the world of hairstyling can feel overwhelming for many young people. The brand also partnered with the Mega Mister North East pageant, which aims to provide a platform for young talent to shine on a larger stage.
At Himalaya Wellness, the shift begins with language. A heritage brand rooted in natural wellness, it’s now rewriting its narrative to connect with a more digitally-native, values-led youth. Think skincare infused with both ancient herbs and active ingredients, explained through reels and shorts that are equal parts educational and entertaining. Their strategy isn’t to speak louder, but more personally, whether that’s through creator collaborations, lifestyle-led content, or even transforming their hangover remedy PartySmart into a fun gummy format that fits seamlessly into a Gen Z night out.
Ragini Hariharan, Marketing Director – Beauty & Personal Care, Himalaya Wellness says, “We’ve consciously built campaigns that resonate with Gen Z by tapping into their real-life moments, emotions, and social context. Rather than taking a traditional approach, we lean into storytelling that feels personal, participative, and culturally relevant. A great example is our PartySmart campaign featuring Aditya Roy Kapur, which addressed the topic of hangovers in a way that was fun, cheeky, and non-preachy. The campaign normalised conversations around responsible partying while positioning PartySmart as the smart choice for their night-out routine.”
In the personal tech and accessories space, Ubon is tuning directly into Gen Z’s frequency, not just with sound, but with style, speed, and serious cultural currency. Whether it’s power banks with pastel swagger or RGB-lit speakers that double as party props, Ubon designs with flex in mind. Their campaigns don’t just advertise, they echo Gen Z’s lingo across posters, packaging, and digital drops. From ‘Music Bhi, Style Bhi’ to sneaker-level street visibility, Ubon shows up where Gen Z lives: campuses, festivals, cricket stadiums and partners with micro-creators who bring the brand into meme feeds and Insta reels.
In the retail and lifestyle category, Inorbit Malls is reinventing what a mall means for Gen Z, it’s no longer just about shopping, it’s about showing up. By bringing in brands like UNIQLO, Snitch, and Nykaa alongside sneaker drops, live music nights, and stand-up comedy, they’re curating experiences that feel like cultural events, not errands. Their e-comm layer adds swipe-to-door convenience, and loyalty programs like ‘IN’ turn every purchase into a flex-worthy win.
“We host events that resonate with Gen Z’s interests, including stand-up comedy shows, sneaker festivals, and live music nights, creating immersive and memorable experiences. We are running the ‘Shop n Win’ contest wherein the IN members making purchases over a certain amount get a chance to win a bumper prize besides many other weekly prizes. Additionally, our IP ‘Inorbit Night Out,’ gives them extended shopping along with higher discounts coupled with entertaining events during this period. This way, we believe in creating a vibrant atmosphere that resonates with Gen Z’s desire for both shopping and social engagement,” says Rohit Gopalani – Chief Business Officer, Inorbit Malls.
Diageo is showing up for Gen Z not with noise, but with nuance. From turning House of McDowell’s Soda into a stage for yaari-fueled music moments with artists like Anuv Jain, to taking Royal Challenge into the heart of India’s gaming scene with RC Game Nights and Comic Con collabs, Varun Koorichh, VP, Portfolio Head – Marketing, Diageo, India reveals how the brand is embedding itself into real culture, not just campaigns. With Signature, sustainability isn’t a buzzword, it’s a vibe, brought to life through green festivals and mangrove restoration.
“Given how deeply music resonates across our portfolio, we partnered with India’s greenest festival—Ziro On Tour—bringing the spirit of the valley to the urban landscape of Hyderabad. Continuing our association with cricket, during the WPL season, we introduced India’s first Female Super Fan—The Bold Sherni,” Varun adds.
In the gifting and expression space, Archies is flipping the script from sentimental to statement. Varun Moolchandani, Executive Director of Archies, highlights that with bold typography, pop-culture nods, and Gen Z slang built into product design, the company is creating cards, candles, and collectibles that double as self-expression tools. Their new mascot, Ama, acts less like a brand ambassador and more like a Gen Z alter ego, fronting campaigns, filters, and merch with equal parts sass and soul. Offline stores have turned into immersive zones with QR codes, AR walls, and curated displays that feel more like art pop-ups than gift shops.
Akhil Almeida, Head – Marketing, Bandhan Life, says that the company is not waiting for Gen Z to grow up and ‘get serious’, they’re building insurance that already fits into their world. From AI-powered support to paperless onboarding on WhatsApp, the entire journey feels more fintech than finance. Campaigns don’t guilt-trip or over-explain, they simplify with light humour. It’s not about scaring people into buying, it’s about making insurance feel like something Gen Z might actually talk about in their group chat.
Then there’s Axis Max Life, a brand that’s treating Gen Z not as leads, but as collaborators. Rahul Talwar, CMO, Axis Max Life Insurance, says that every move, from ‘Gen Z Gets Real With Money, (a spin on the insta #GRWM) with Yuvaa’ to the ‘Smart VIBE’ savings plan, is rooted in actual behavioural data pulled from years of dedicated research. The brand is not just posting on Reels, they’re placing creators like Payal Dhare alongside their top ambassadors to tell real financial stories in real Gen Z language.
Swati Bhargava, Co-Founder, Cashkaro & EarnKaro, highlights that the company doesn’t just talk Gen Z, it speaks in memes, DMs, and cashback confetti. Their Ghibli-inspired anime campaign wasn’t just a vibe, it was a signal: we get your aesthetic, and we’ll pay you back in savings. From Telegram alerts to spin-the-wheel surprises and UGC that feels like inside jokes, they’ve turned deal hunting into digital play. It’s not just about getting discounts, it’s about feeling like you hacked the system.
On the other side of the lifestyle spectrum, House of Hiranandani is showing that Gen Z isn’t just about experiences, they’re influencing long-term choices too, like real estate. Prashin Jhobalia, Chief Marketing Officer, House of Hiranandani highlights that instead of old-school brochures and price sheets, the company is opting for storytelling that reflects aspiration and modern living. Their influencer-led walkthroughs, sustainability-forward campaigns, and on-ground cultural events are helping young audiences see homes not just as assets, but as lifestyle enablers.
For Newme, a digital-first fashion brand, speed and self-expression are everything. By using real-time trend tracking and dropping 1,000+ new styles every week, Sumit Jasoria, Co-founder & CEO, Newme, highlights that they’re feeding Gen Z’s hunger for individuality and instant gratification. Their online experience is ultra-mobile, and offline stores are designed to be just as Instagrammable, complete with in-store styling sessions and pop-ups that blend retail with entertainment.
Manish Agarwal, President and Business Head – Kotak811, Kotak Mahindra Bank says that Kotak 811’s ‘Makkhan Jaise Smoooth Banking’ campaign isn’t just a tagline, it’s a promise to Gen Z for effortless, lightning-fast digital banking. Built for the digital-native, the app lets young users open accounts instantly, manage investments, and control credit, all from their phones, with rewards that keep them hooked. It’s banking that respects their need for autonomy and tech-savviness, matching how over 60% of Gen Z Indians are already saving regularly and nearly 35% are investing before 25.
Marriott gets that Gen Z travels for authenticity and shareable moments, not just destinations. Khushnooma Kapadia, Vice President-Marketing, South Asia, Marriott International highlights that through Marriott Bonvoy, they’re tapping into passions like music and culture with exclusive perks, from Ed Sheeran concerts to Taylor Swift sweepstakes, turning loyalty into lifestyle. Their Gen Z-focused brand Moxy Hotels blends tech-savvy ease with bold design and buzzing social scenes, all at an affordable price. Launches like Moxy Mumbai’s interactive city-wide treasure hunt with influencers and Ananya Panday show how Marriott nails the vibe: fun, exploratory, and perfectly shareable.
Even traditional categories like gifting are getting a Gen Z remix. Avi Kumar, Chief Marketing Officer, FNP, reveals that at Ferns N Petals, the launch of Hatke by FNP shows how meme culture and mood-driven gifting are transforming an old category. Products are quirky, under `1000, and heavily influenced by pop culture, while the shopping experience is driven by creator content, reaction videos, and trend-based edits, making gifting more spontaneous, personal, and platform-native.
Meanwhile, Gaurav Sehgal, Vice President of Marketing, Medusa Beverages, a homegrown beer brand, reveals that the brand is building cultural equity by embedding itself in music festivals, fashion events, and creator communities. Instead of pushing products with celeb faces, they focus on micro-influencers, subculture creators, and lifestyle storytelling that makes beer a part of everyday chill, not just parties. From a fiery limited-edition House of the Dragon beer to prank-style campaigns that reflect their cheeky tone, Medusa is crafting a brand identity rooted in fun, wit, and relatability.
In the home tech and electrical space, Finolex is proving that even wires and switches can spark Gen Z’s interest, when you wrap them in storytelling, digital swag, and smart innovation. Amit Mathur, President – Sales and Marketing, Finolex Cables Ltd highlights that with Kiara Advani and a scene-stealing dog in tow, the brand’s No Stress, Finolex campaign isn’t just a celebrity spot, it’s a comfort-core narrative that blends humour, heart, and home tech. From smart switches to fingerprint-enabled locks, their product line speaks to a generation raised on convenience and connected living.
In the confectionery and impulse snacking space, Perfetti Van Melle India is playing the long game with Gen Z, by turning passive product consumption into cultural participation. Whether it’s Centerfruit turning a metro ride into a meme-worthy moment or Happydent rebranding chewing gum with film-level flair, their storytelling is platform-native and scroll-stopping. They don’t advertise to Gen Z, they co-create with them, pulling from meme culture, remix behavior, and the kind of quick-cut chaos that thrives on Shorts, Reels, and TikTok.
“Reaching Gen Z requires a fundamental shift—from ‘marketing to them’, to ‘creating with them’. At Perfetti Van Melle India, we don’t view Gen Z as just a demographic; we see them as a generation shaped by cultural agility, co-creation, and digital nativity. Take, for instance, our Mentos activation at the Social Nation creator’s event. By building a chilled Ice Tunnel, we gave Gen Z a sensory moment they could feel, capture, and share,” says Gunjan Khetan, Marketing Director, Perfetti Van Melle, India.
Over in retail, Brandman Retail is building a community-first presence where Gen Z voices guide the narrative. Their content is less about polished perfection and more about transparency, behind-the-scenes product stories, styling tips from real people, and polls that let young shoppers influence what drops next. They’re creating a two-way dialogue instead of a one-way sell, making shopping feel more collaborative than transactional.
Kashika Malhotra, Chief Marketing Officer, BrandMan Retail highlights that the brand has nurtured on-ground communities like NBRC India (New Balance Run Club), a growing tribe of urban runners who see performance as a lifestyle. It’s more than running; it’s about community, mental health, and movement culture. Most recently, they also hosted the Grey Days campaign event in Delhi, a global New Balance showcase that celebrated design, heritage, and innovation through immersive storytelling, music, and fashion.
Together, these brands are redefining what it means to ‘market’ to Gen Z. It’s no longer enough to have a good product. Gen Z wants brands that are participatory, values-aligned, and emotionally intelligent. They reward brands that speak their language, fluent in memes, inclusive in tone, and agile in form. And as this generation continues to rewrite the rules, the most successful brands won’t be the loudest or biggest, they’ll be the ones willing to listen, adapt, and let Gen Z lead
the way.
