How do you define youth anyway? In my opinion, it’s not biological age but rather a mindset. Due to increased social mobility we have opened up a choice of lifestyles that allow us to decide how old we want to behave. Pakistan is essentially a young country – almost half of the population falls under the age of twenty (56.5%). What does this youth want? Broadly speaking, the same as kids anywhere: to be cool! And part of being cool is reflected in the advertising that speaks to kids. Read more »