KraZ Y: small-town Gen Z, from research to film
WhiteLight Consultants, research internship. For a major Indian TV network.
What Gen Z in Tier 2 and 3 cities said about themselves, turned into a creative brief and a 90-second film.
Situation
WhiteLight Consultants ran Project Youth for a major Indian TV network, to understand Gen Z in Tier 2 and 3 cities across North India. I worked on the research team as an intern.
Problem
Most of what a big network knows about Gen Z comes from metro audiences. The job was to find what is actually different in smaller cities, and to say it in a form a creative team would use instead of filing away.
The call I made
Let respondents' own words set the film. The structure, the quotes and the sound all came from how they described themselves, not from what we expected them to say.
What I did
- Went through interviews and field notes from young people in several North Indian cities, and wrote a report on each group.
- Turned the findings into a full audio-visual creative brief for the network.
- Shaped KraZ Y, a 90-second documentary-style insight film: the script structure, which real quotes made the cut, and the music direction.
- Pushed for a beat-driven, high-energy sound over soft acoustic, because that's how the respondents talked about their own lives.
Output
A report on each group, the creative brief, and the KraZ Y film.