Swipe Right for Relevance: Building Brands Gen Z Cares About

Goafest is the premier festival for advertisers, marketers, and media professionals in India, held annually in the vibrant setting of Goa. Celebrated over three unforgettable days, this iconic event is a grand celebration of creativity and innovation, spotlighting the finest work in advertising and media from across India and South Asia. Hosted by the Advertising Agencies Association of India (AAAI) in collaboration with The Advertising Club, Goafest features inspiring keynote sessions, insightful panel discussions, prestigious award ceremonies, and unmatched networking opportunities.

In 2025, the festival unfolded at the luxurious Taj Cidade de Goa, offering a perfect blend of business, creativity, and coastal charm. And in a panel that felt more like a reality check with a side of revelation, Goafest 2025 hosted a session that hit right at the heart of the advertising game: “Swipe Right for Relevance: Building Brands Gen Z Cares About.”

Moderated by independent journalist and producer Anuradha SenGupta, the panel featured Spotify India MD Amarjit Singh Batra, Nivea India MD Geetika Mehta, and Saregama India MD Vikram Mehra three leaders who are not just watching the Gen Z wave rise, but are riding it head-on.

Anuradha kicked things off by asking how important Gen Z is to their respective businesses. Amarjit Singh Batra didn’t hesitate. “More than 50% of our audience is under 25. Our creators are young, our listeners are young Gen Z is at the core of our ecosystem. They’re also very eager to join us; we see huge interest in our early career programs.”

Geetika Mehta followed with a refreshing take. “Gen Z isn’t distracted, they’re discerning. They’re constantly pushing us to update how we connect. We keep asking ourselves how do we renovate a legacy brand like Nivea to stay meaningful in their lives?”

Vikram Mehra added a dose of wisdom, saying, “Every generation thinks the next one is flawed. But this one is different. Their life is entirely online. For us, 80% of our engagement comes from them. If we don’t understand Gen Z, we simply won’t survive.”

When asked about the challenges and opportunities that come with connecting to this generation, Geetika was clear “Gen Z has significant spending power, but it’s not just about money. They’re informed, conscious, and they choose brands that reflect their values.”

Amarjit described them as “an interactive generation. Once they’re convinced about a brand, they’re deeply loyal. They value authenticity and call out sugar-coating. As employees too, their expectations are entirely different mental health, wellness, and purpose are priorities.”

Vikram noted that “the old rules don’t apply anymore. Celebrity endorsements aren’t as impactful. Influencers connect better because they’re relatable. Gen Z doesn’t want to be told they want to talk, engage, and feel heard.”

Anuradha asked the panelists what this means for brands trying to stay relevant. Vikram was brutally honest: “The songs with nonsense lyrics that worked 10 years ago? Gen Z won’t even give them a second listen. They want thoughtful content. And brands need to have conversations, not campaigns.”

Geetika echoed that shift, saying, “We’ve had to reinvent the language we use. It’s not about looking perfect anymore it’s about being real. We go to colleges, sit with students, and talk to them like equals. That’s where trust begins.”

The conversation moved to where brands can actually reach this generation, and unsurprisingly, the answer was loud and clear online. Vikram put it plainly: “Gen Z lives on their phones. If you’re not part of their digital world, you don’t exist.”

When Anuradha asked what advice the panel had for building deeper connections with this generation, Vikram didn’t sugarcoat it: “Let go. Let your younger teams take creative decisions. They understand Gen Z because they are Gen Z. You handle the management—let them tell the stories.”

Geetika supported that with a call for boldness: “We have to experiment more. Try new ideas. Trust new people. That’s where breakthrough happens.”

Amarjit wrapped it up with a three-step formula: “First, work in sync with your creative and PR agencies. If you’re not aligned, your message will fall flat. Second, stay in conversation do constant research and listen. And third, invest in social listening. Pay attention to what people are saying, how they behave, and how they feel about your brand.”

The panel didn’t just deliver insights it delivered a wake-up call. Gen Z doesn’t care for pretense. They want truth, relevance, and a brand that reflects their reality. To earn their loyalty, you don’t just market you show up, stay present, and evolve.

Because for Gen Z, the rules have changed. And if brands aren’t ready to swipe right on authenticity, meaning, and conversation they might just get left behind.