They could – indeed are – taking cues from 
the west where adwallahs are doing sharp numbers with this crowd. Revlon, recently, launched a brand called Vital Radiance targetting, hot n’ heavy, the plus-50 women. American car-makers too have started focusing on (baby-boomers) the 50-plus men because this group “accounts for half the US spending,” leading them to confidently believe, the older Gen Grey of today get, the deeper, their pockets become! Renowned and respected Behavioral Scientist, Ashish Nandy agrees. “I am 70 and sometimes feel my age but people associating with me, don’t seem to share this feeling!” They can’t really be blamed because, active as hell, Nandy is perpetually on the move – in the capacity of a much-in-demand speaker at Seminars, Symposiums and other forays – at home and abroad. Did his father, remotely do anything similar? He smiles. “He started feeling old the day he hit sixty!” Nandy believes its really a generational thing and perceptively points out to the two dramatic aspects that has driven this change – mindset and consumption pattern. “In my youth, one couldn’t dream of a 50-plus gentleman wearing shorts, tees or jeans, unless he was hugely anglicised, fashion-conscious and came from rich, upper class stock. Today, it is fairly common to see Gen Grey moving around in these, without the slightest trace of self-consciousness. I guess this has motivated marketers to include them in their target group.”
Suddenly the Gen Grey guy is not the over-the-hill, bored, broke, depressed bozo imagined but an active member of MOFS (Male Over Fifty Spenders). Sure kids understand brand and technology, but when it comes to spending big bucks … and by the way it is reported that 18.8% of India is 50-plus, so we really are talking monster numbers, here!
the west where adwallahs are doing sharp numbers with this crowd. Revlon, recently, launched a brand called Vital Radiance targetting, hot n’ heavy, the plus-50 women. American car-makers too have started focusing on (baby-boomers) the 50-plus men because this group “accounts for half the US spending,” leading them to confidently believe, the older Gen Grey of today get, the deeper, their pockets become! Renowned and respected Behavioral Scientist, Ashish Nandy agrees. “I am 70 and sometimes feel my age but people associating with me, don’t seem to share this feeling!” They can’t really be blamed because, active as hell, Nandy is perpetually on the move – in the capacity of a much-in-demand speaker at Seminars, Symposiums and other forays – at home and abroad. Did his father, remotely do anything similar? He smiles. “He started feeling old the day he hit sixty!” Nandy believes its really a generational thing and perceptively points out to the two dramatic aspects that has driven this change – mindset and consumption pattern. “In my youth, one couldn’t dream of a 50-plus gentleman wearing shorts, tees or jeans, unless he was hugely anglicised, fashion-conscious and came from rich, upper class stock. Today, it is fairly common to see Gen Grey moving around in these, without the slightest trace of self-consciousness. I guess this has motivated marketers to include them in their target group.”Suddenly the Gen Grey guy is not the over-the-hill, bored, broke, depressed bozo imagined but an active member of MOFS (Male Over Fifty Spenders). Sure kids understand brand and technology, but when it comes to spending big bucks … and by the way it is reported that 18.8% of India is 50-plus, so we really are talking monster numbers, here!
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