MSL India, the strategic communications arm of Publicis Groupe, today launched the ‘Bharat Z Vibe Check: What Young Indians in Tier 2, 3 and 4 cities binge, buy and believe,’ a comprehensive report developed in collaboration with Youth Ki Awaaz (YKA). The report examines how Indians beyond the metros spend, discover, and make choices.

Two years after MSL India’s 2024 Make Way for Bharat Z report gave small-town Gen Z in India their ‘main character moment’, the second edition of the report tracks how this cohort’s habits have shifted and the newer habits that have emerged in this time.

For this report, MSL India collaborated with India’s largest civic engagement platform, Youth Ki Awaaz, to understand India’s diverse young population. And the results are in.

Key findings from the report:

• Convenience commands spending: 58% selected food delivery and eating out among their leading self-spend categories.

• Instagram is the storefront: 55.8% first hear about products they eventually buy through Instagram Reels, posts or creators.

• Personal relationships close the sale: 73.1% trust family and close friends most before buying something new.

• Short-form video influences action: 54.8% trust Reels and short-video advertising when considering a purchase.

• Small creators, big influence: 48% consider a small creator they follow when making buying decisions.

Amit Misra, CEO of MSL South Asia, said, “Bharat Z is already shaping culture, consumption and conversation. And brands cannot afford to ignore this. But the question is whom do they trust, what drives their choices, and how those choices are evolving. Bharat Z Vibe Check moves beyond assumptions and uncovers attitudes, behaviours, and aspirations. It also reveals a striking paradox: This generation discovers through algorithms but decides through relationships.”

These findings will also inform MSL Mojo, MSL India’s culture engagement offering, which helps brands translate emerging consumer and cultural signals into effective content, creator, community and engagement strategies.

“For too long, our understanding of young India has been shaped by conversations centred on metros. This study reveals a generation across smaller cities that is digitally connected, increasingly discerning, and deeply rooted in personal trust. Young people aren't simply following trends; they're making deliberate choices about what deserves their attention, money and loyalty. For brands and institutions alike, the message is clear: understanding India's future means listening to young people beyond its metros,” said Anshul Tewari, founder & CEO, Youth Ki Awaaz.