It’s a brat’s life Nihal Raj is a 9 year old food blogger with a popular cooking channel on YouTube. Back Children are emerging as the new influencers. They are the key TV viewing audience, aware of new products, celebrity ads. They induce first trials. They are quick and comfortable with the internet – often help parents shortlist durables, gadgets, etc. online; they check reviews too. They accompany parents on shopping trips – rise in the number of food courts, kids’ play areas (e.g. Hamleys), gaming zones in malls are all indicative of the rising brat power. They are more mature and independent in making choices for self regarding clothes, stationery, school merchandise, etc. Brands need to recognize the importance of a child’s gaze at every stage – right from communication to shelf placement.