Mumbai, Oct. 3: If you still believe Tendulkars and not Dhonis rule the roost, think again!

Marketing communicating agency Euro RSCG Worldwide today said contrary to popular notion, trends in India are no longer trickling down from the metros to the towns; it is just the reverse as trends are being formed in the 'chai tapri' (small tea stalls) of Ludhiana and not in the pubs of South Mumbai.

This was revealed in a study, 'The Bunty Syndrome', conducted by RSCG across 12 Tier-II cities among the youth aged between 15-30.

Describing the 'Buntys' or the new Indian consumers, RSCG said this is a generation which is exposed to and hence aspiring for better lifestyle, works hard, earns more, spends lavishly but prudently, and which is willing to flash their success on their shoulders.

"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," Euro RSCG Worldwide's Global CEO David Jones said here.

Jones said the fact that 80 per cent of Mercedes 'S' class sold in India sells in Ludhiana gives ample proof that these cities have huge market potential.

"Feeling is more strong in small town than those in the bigger cities. It's their aggression that represent the Buntys of today," Jones said.

On his firm's, he said Euro RSCG lays emphasis on Indian, Chinese and Russian markets as it believes the future of the company rests on these countries. (Agencies)