Mumbai: Marketing communicating group Euro RSCG Worldwide has stated that opposing to popular idea, styles in India are no longer filtering down from the metros to the townships; it is just the reverse as styles are being shaped in the 'chai tapri' (small tea stalls) of Ludhiana and not in the South Mumbai pubs.

This was exposed in an analysis, 'The Bunty Syndrome', channeled by RSCG across 12 Tier-II cities among the youth aged between 15 to 30.

Delineating the 'Buntys' or the new Indian consumers, RSCG told this is a age group that is exposed to and hence aiming for improved way of life, works hard, gains more, spends abundantly but carefully, and which is keen to spark their victory on their berms.

Euro RSCG Worldwide's Global CEO David Jones said, “There is a sense of urgency, excitement and confidence as they (Buntys) race ahead. Marketers and their agencies can not afford to ignore them - they are the Future Market not just for India but of the world.”

Jones said the truth that 80 per cent of Mercedes 'S' class sold in Indian market sells in Ludhiana gives full proof that these cities have vast market prospective.

“Feeling is stronger in small town than those in the bigger cities. It's their aggression that represents the Buntys of today,” Jones said.

On his firm’s, he stated that Euro RSCG puts stress on Indian, Chinese and Russian marketplaces as it thinks the future of the company reposes on these nations.