“If company really wants to achieve 10X from next 10 years, the mindset shift is required that will need us to move to conversation from interruptions while engaging with visual content,” said Vijay Anand Kunduri, Managing Director, Asia Pacific region at Dailymotion, while speaking on ‘Engaging Gen Z: Beyond Likes and Scrolls,’ at the ongoing CIMCON’26 being held at IIM, Nagpur on Saturday. While speaking about the viewing pattern of the youths, specifically those belonging to Generation Z

 

(Gen Z), Kunduri said that contrary to common belief, Gen Z are not adverse to advertisement, but hate being ‘sold to.’ “The younger generation view advertisements as hindrance to their content consumption, which distracts them away from that content, but they also appreciate and share the advertisement if the content is good” informed Kunduri. He said that it is important to make transition from likes to link the product in meaningful way that will attract the Gen Z viewer towards the product.

 

“The time will create more meaningful conversation around the brand with good advertisements. Gen Z will not only engage with the product, but will also be spokesperson and goodwill ambassador for the brand,” added Kunduri. He also shed light on changing tactics of content delivery to achieve 10X growth. “To achieve 10X growth, first thing needed is to move away from passive viewership or passive interruptions, and encourage more active participation of the viewer,” said Kunduri. Speaking about the Artificial Intelligence

 

(AI), Kunduri appealed the attendees to use AI for their advantage. He presented an example of an ad which did not give results earlier for brand building, showed tremendous result right after modifying it with AI. He emphasised that the sale of product is dependent on the brand recall value and that can be amplified by using AI to create most impactful advertisement. Kunduri also underlined the importance of the narration to be close to the viewer. “The storytelling needs to be localised, it needs to be scaled up and optimised to the outcome,” concluded Kunduri.