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Walk into a college canteen or scroll through an Instagram feed, and you’ll spot the same cultural codes on display - pastel Stanley tumblers perched beside laptops, Zudio hauls on Reels, Starbucks frappes in hand during study breaks, H&M streetwear in mirror selfies, and Apple AirPods dangling like modern-day badges of belonging. For India’s Gen Z, brands aren’t just purchases, they’re personal logos, signalling who you are and where you belong.
From a Uniqlo fleece signalling minimalism to a Boat smartwatch hinting at tech-savviness or a Nykaa lipstick in a trending shade, teens are turning consumption into self-curation. And marketers are pivoting. Instead of focusing solely on product features, campaigns are being built around self-expression, subcultural alignment, and community.
The Virality Economy
PepsiCo India sees this trend as central to its strategy. Shailja Joshi, Category Lead, Cola & Flavours, said, “At PepsiCo India, we approach today’s generation with a deep sense of consumer centricity, recognizing them not just as consumers, but as co-creators of culture.”
She further explained that 7UP has become a strong example of this approach, creating culturally relevant, emotionally resonant moments that reflect Gen Z’s playful spirit. From the ‘SpiceIt Playlist’ with Spotify to their sonic branding, they’ve blended iconic storytelling with innovation. The global ‘Snow in Summer’ activation turned a single day into a shared moment of joy across markets.
Pepsi is also evolving as a symbol of self-expression and bold individuality. Campaigns like ‘Anytime is Pepsi Time’ create everyday cultural moments for Gen Z, while product innovation, purpose-led actions, and immersive activations keep the brand in step with youth culture.
If Pepsi is embedding itself into Gen Z’s pop culture moments, Titan is weaving their values into every design detail.
Titan sees this shift as a chance to co-create with young consumers, shaping cultural codes that reflect their values and aspirations. “Fastrack, in particular, has been at the forefront of this transformation. We've moved beyond product-led narratives to build stories that resonate emotionally. Whether it's the bold energy of Groove inspired by India’s live music scene, or the curiosity-driven Oceanyx collection that dives into the mysteries of the ocean,” said Revathi Kant, Chief Design Officer, Titan Company Ltd.
She added that design innovation and deep cultural listening are central to Titan’s approach. By tracking emerging trends and tapping into Gen Z’s demand for authenticity, inclusivity, and purpose, the brand uses expressive design, digital storytelling, and community-led engagement to create experiences that reflect a generation unafraid to question, redefine, and stand out.
Other brands are also riding this identity wave. The Souled Store lets fans wear their passions, from Marvel superheroes to IPL teams turning merchandise into conversation starters. From celebrating fandoms to creating unapologetically quirky designs, we’re helping redefine what self-expression looks like for young Indians,” said Vedang Patel, Co-Founder, The Souled Store. Through superhero collaborations and meme-inspired collections, the brand taps into Gen Z’s love for relatability, nostalgia, and originality, positioning itself as part of a cultural shift toward inclusivity, expression, and fun.
From fashion to flat whites, the pursuit of self-expression spills easily into lifestyle spaces like cafés.
Third Wave Coffee has positioned itself as more than a café, a lifestyle hub where premium coffee meets community culture. “For many of them, their go-to café says as much about them as the music they stream or the sneakers they wear. Coffee, for this generation, is not just caffeine, it’s community, creativity, and comfort,” said Akshat Arora, Director, Marketing.
By offering spaces for work, workshops, and tasting sessions, the brand fosters a subculture where self-expression meets shared belonging. With art collective tie-ups, pop culture collaborations, and thoughtfully designed cafés, it positions itself as a co-author of Gen Z’s cultural code rather than just a participant.
Catering to GenZ
For Urbanic, the goal is to be a cultural artefact rather than just a label. That means designing for self-expression, showing up in spaces that matter to Gen Z, and sparking conversations that go beyond fashion.
While brands are racing to keep pace, experts say understanding Gen Z’s mindset is as important as chasing trends.
The Merch Mania
Lloyd Mathias, business strategist & Independent Director highlighted the difference between how Gen Z’s treat brands as compared to millennials. “Gen Z’s response to communication and their buying behaviour is quite distinct. They’re digital natives, having grown up with the internet and mobile devices, so they’re far more comfortable with online shopping and digital payments,” he said, and added that Gen Z is also more open to social media influencers, often buying instantly from creator posts. They’re less brand-loyal than millennials, switching quickly for better deals or more appealing brands. They favour socially responsible companies, making value-driven purchases. In communication, they prefer relatable creators over celebrities, with short-form content like Reels and YouTube Shorts resonating most.
He observed that brands have become cultural accessories for Gen Z. “It’s true for millennials too, but Gen Z takes it further, seeing brands as part of cultural phenomena, not just products.” While performance marketing still dominates with a sales-first focus, he noted that brands are increasingly investing in brand building to connect with Gen Z and foster long-term relationships.
Media Mix
The strategy doesn’t stop at products, it’s equally shaped by where and how these brands show up. For most brands targeting Gen Z, social media dominates the media mix. Digital is the common denominator, but each brand mixes it with its own flavor of engagement.
“Pepsico’s media mix reflects this commitment, anchored in digital-first platforms, music, and influencer storytelling that bring our brands closer to where Gen Z naturally engages. Through meaningful experiences and content-led narratives, we strive to spark conversations, build emotional connections, and create brands that lead with positive impact,” said Joshi.
This was further reiterated by Rahul Dayama, Founding Partner at Urbanic who said that their media strategy is led by platforms where Gen Z is most active, that is, Instagram, YouTube Shorts, and increasingly, Snapchat. “But we also blend that with community activations, pop-up events, and influencer-led storytelling. The focus is on interaction, not just visibility,” he added.
For Urbanic, the approach goes beyond traditional influencer marketing. The brand collaborates with creators who embody its ethos and spark conversations, not just amplify reach. These creators actively co-create the brand’s identity.
Meanwhile, Souled Store’s Gen Z media mix is digital-first and value-driven, with 60% spent on social platforms like Instagram and YouTube for influencer collaborations, pop culture content, and storytelling videos. Twenty percent goes to performance marketing on Google and Meta, 10% to on-ground activations such as super screenings and pop-ups, and the remaining 10% to OTT integrations, podcasts, and experimental formats, constantly testing new touchpoints to stay fresh and adaptive.
For Third Wave Coffee, the media mix is less about reach and more about curating a community experience. The brand’s media mix mirrors Gen Z’s habits, digital-first, experience-driven, and community-focused. Instagram and Reels drive storytelling, while influencer collaborations build credibility through trusted voices. LinkedIn showcases culture and people, appealing to Gen Z’s career-minded side. Offline, over 1,000 annual events from sip-and-paint sessions to coffee workshops create shareable moments beyond the cafés.
Curated playlists add a sensorial touch, and the app with its loyalty programme personalizes interactions to keep them coming back. Influencer partnerships focus on resonance over reach, working with creators who genuinely live the brand’s ethos. This authenticity fosters peer-to-peer storytelling that Gen Z trusts most.
And for some brands, the strategy spills into product and environment, making every touchpoint part of the story.
“This generation is open to exploring new flavours and formats, which is why we’ve expanded our menu to include options like Matchas, Cold Brews, Bubble Teas, and seasonal specials that reflect their preferences.
Equally important is the atmosphere we create, whether it’s the playlist they walk into, the barista who remembers their order, or a community event they stumble upon on a weekend. Every detail is designed to make them feel at home, not just like a customer,” said Arora. “By pairing trend-led offerings with a comfortable, community-focused environment, we aim to stay relevant while building lasting relationships.”
Gen Z is highly trend-driven, often shifting interests quickly, which raises the question - how can brands futureproof themselves against such rapid changes in consumer behaviour and cultural shifts?
Mathias highlighted three key strategies for connecting with Gen Z: engage in socially relevant initiatives that align with causes they care about, maintain authenticity and honesty in communication, and work with credible influencers - often smaller, local creators who build genuine connections rather than relying solely on celebrity endorsements.
For brands, winning Gen Z isn’t about chasing every trend, but about becoming part of their personal narrative, a badge they wear with pride and meaning. As this generation blends identity with consumption, the brands that will endure are those that offer more than products: they’ll provide belonging, spark self-expression, and stay nimble enough to evolve with a culture that never stands still.
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