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Agency Presentation

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The Changing
of Auckland.
Are we reaching them?
Auckland Region
New Zealand
Europian Maori Pacific Asian
Second biggest
population segment
in Auckland.
Fast becoming the
second biggest
population segment
in New Zealand too.
Source:,Statistics,NZ, Census,2013
Count of Indian
Count of Bengali
Count of Fijian Indian
Count of Indian Tamil
Count of Punjabi
Count of Sikh
Count of Anglo Indian
Count of Pakistani
Count of Afghani
Count of Bangladeshi
Count of Nepalese
Total Population:
Indian Origin
177,324 people are bound
together with similar
cultural, geographic,
language and social fabric.
They consume media that
reflects their aspirations as a
93.7% live in the
North Island and
6.3% live in the
South Island.
93.3% live
in the main
urban areas.
The most common
region to live in was
the Auckland
Region - 68.5%
followed by the
Region - 9.8%
and the Waikato
Region 6.4%
Indians form 3.9% of people
living in New Zealand
Combining all Indian origin groups,
it would be more.
Mostly stay in Auckland
Region. (68.5%)
But shift to other region grows, as Auckland
becomes more expensive to stay.
The median age was
30.1 years.
Pointing to a younger population.
76.5% were born
Majority are not aware of the
Kiwi way of life or it’s brands.
36.3% had moved residence
within New Zealand at least once
in the previous five years.
This compares with 37.4% for the
total Asian ethnic group and
40.1% for the total New Zealand
25.6% were living overseas five
years ago in 2008.
Brand education
and awareness
is the key
to win this market.
English was the most
widely spoken language –
spoken by 90.8%
Hindi was the second-most
common language spoken,
at 41.4%
Those born in New Zealand were
less likely than those born
overseas to speak Hindi, at
18.5% and 48.6% respectively.
However, they would like to
read a media that writes in
their cultural context.
Ethnic radio, in Hindi cannot
be ignored.
A large Kiwi-Indian
population growing which is
bi-lingual, [both Hindi and
89.7% had a formal
As against NZ average:
41.3% received an annual
income of $20,000 or less.
9.7% received an annual
income of more than $70,000.
64.7% received income from
wages or salary.
Only 13.2% dependent on
Income support [NZ average
72 % were in the labour force.
81.1% were employed full time
The most common occupations
Professionals 23.4%
Managers 16.7%
Sales workers 14.7%
The most common industries
worked in were:
Retail trade 16.6%
Health care and social assistance
Accommodation and food services
4.1 percent were employers;
compared to NZ average 6.6%
84.5%lived as members
of a family
33.8% owned or partly
owned the home that they
lived in.
Those aged 35–44 were
most likely to own or partly
own their home (28.7%).
95.5% lived in a household
with access to at least one
motor vehicle.
91.6% have
access to a
telephone and
85.9% lived in a
household with
access to a
mobile phone.
88.9% lived in a
household with
access to the
Are you reaching this
The Solution
The ‘Mainstream’ media of ethnic Indian population
is different from the Kiwi mainstream.
They want to read, hear, and visit online, media that
gives a mix of:
news from their home country,
local news,
immigrant issues,
and politics.
They may read in English or listen to English music,
they but need to contextualise their information in
their cultural space.
Auckland’s most popular Indian FM
radio station. The home of Bollywood in
New Zealand.
Focus on NZ’s 3
largest speaking language -
Around 20 unique shows across the week,
streaming LIVE 24 X 7.
Strong in community events like Holi, Diwali,
Santa Parade and many more.
High engagement on social media
Online streaming option goes throughout the
Mobile APP drives contests and brand
Indian Weekender is one of the most
popular and widely read Kiwi-Indian
weekly publication distributed Free every
Friday in major cities of New Zealand.
Reaching Indian community in New Zealand,
since 2009, through its Print, Web editions and
IWK App.
Indian Weekender reaches the most number of
South Asian customersbe it students,
businessmen, professionals, housewives,
working couples or senior citizens.
Indian Weekender is distributed through 100+
outlets including select Pak'n Save, Lim Chour,
Tai Ping stores and all major Indian grocery
stores, religious places, restaurant, colleges
frequented by Kiwi-Indian community.
A new strategy
to reach
newer audiences
is needed.
Garry,Gupta,|,021,2924519,|, z, |,w w