Mumbai, Oct. 5 :
Mumbai, Oct. 5:
It's official. Dil Chahta Hai is more than a movie. It is the definition of 'cool' as practised by Indian teenagers - within safe limits.
The findings of a survey, conducted by Coca-Cola and global market research agency NFO-MBL, suggest that the film could have been made after a close study of Indian teenage behaviour.
In the movie, three cool dudes - Aamir Khan, Akshaye Khanna and Saif Ali Khan - come of age simultaneously and learn to negotiate related problems of fun, sex and career, but the male bonding between them proves to be the last word. According to the survey 'Teen Perspectives', 'close friendship' is an overwhelming pleasure for Indian teenagers.
Next to friendship - hold your breath - comes 'freedom' and 'college'. 'Opposite sex' comes only fourth and pure sex nowhere - teenagers are busy preparing for a career.
Almost 80 per cent of the 1,500 respondents listed 'close friendship' as what they like about teenage, with less than 40 per cent mentioning the opposite sex.
The survey, conducted on teenagers from upper- and middle-income homes in Mumbai, Delhi, Chennai, Calcutta and Bangalore, reports teenagers as would-be high-spenders like the DCH dudes who dash off to Goa at the slightest pretext and chill out with babes.
'The whole thing is very much like the ethos of Dil Chahta Hai,' says Poonam Kumar of NFO-MBL. Though technically the DCH boys are past their teens, being just out of
college.
Pocket money is up. 'Pocket money for a teenager has gone up from Rs 284 last year to Rs 375 this year. They spend all of it on themselves - on a walkman, on jeans, on fast food,' says Kumar.
It matches the DCH version of cool. 'Cool' is being 'intelligent', 'funny', 'having good looks', being 'sporty', having 'lots of friends' -in that order, says the survey. But not 'rebellious'.
The survey - which Coke undertook to reinforce itself as a teen brand - also reports sexual activity among teenagers as
'negligible'.
Seventy per cent say being intelligent is cool, while less than 5 per cent think being rebellious is. 'Rebellion is out,' says Kumar. It's decent to go so far and not farther. 'Cool' is about having uninhibited fun - with friends. It is not about being frivolous - but all about 'wholesome values'. As in the movie when the thoughtful Sid, played by Askshaye Khanna, is relieved of unsavoury social consequences by the sudden death of Dimple Kapadia, an older woman he loves.
Kumar also uses the DCH guys as markers to define categories of teenage consumers, whose presence in a home is found to accelerate and influence purchase of entertainment durables.
'Akash is a 'Vibrant Vanguard'. Comfortable with their self-image, the 'vanguards'
enjoy easy popularity with friends.'
Like Akash, whose designer room is studded with gadgets, they are also the most privileged - highest pocket money, high personal ownership of durables. They are important consumers as they start a trend. The 'vanguards' throng Mumbai and Delhi.
'Sid, the Individual Idealist, doesn't really know what's in or out and thinks Bata is cool. Sameer, on the other hand, is the Eager Beaver, who feels compelled to do the in thing for
that spells social acceptability. Eager Beavers are the segment that watches MTV most,'
says Kumar.
Individual Idealists, found mostly in Calcutta, mean bad business while the Eager Beavers, found almost exclusively in Mumbai, are significant as consumers as they take time to catch up with the latest. Therefore, an older brand lasts longer with them.
The two other categories are the Conspicuous Confidents and the Plain Passives.
'Salman Khan in Kuch Kuch Hota Hai is a Conspicuous Confident. He is flashy with a strong need for status. They are fashion junkies and, therefore, important consumers found in Delhi and Mumbai, but more in Delhi.
'The Plain Passives are nobodies who go on watching DD,' she added.
'Teenagers now are completely focused on themselves. The rest of the world doesn't matter,' says Kumar.
'Qualification' is highest on their wish-list and money comes a photo finish second. There is high awareness about AIDS, thanks to the media, says Kumar, but other social issues like communal violence and child abuse are insignificant.
Their role models are self-made people who have earned material success. Sachin Tendulkar tops the list, leaving others far behind.
Following him are Bill Gates, Bill Clinton, A.B. Vajpayee and Amitabh Bachchan. 'All the
top icons are male, even for
the girls interviewed,' says Kumar.