For brands and marketers who speak to the youth market, we say Just Do It. Spearheading the forum this year is Dan Wieden, chairman and creative director at the legendary Wieden & Kennedy. The man whose memorable catchphrase has launched a thousand Nike campaigns, will describe how the brand was built into so much more than just footwear.

In an exclusive interview with Brand Equity, Mr Wieden gave us a hint: "Nike became a fascinating personality in the marketplace because many times it would be irreverent and shocking. Other times it would be incredibly inspirational and even sentimental. It began to act like a real human being."

For more on a brand that's seen equal success in the marketplace and at advertising award shows the world over, don't miss his presentation at the forum.

Tank up on Diesel while you're at it. The Grand Prix winner for print at Cannes Lions 2001, the international advertising festival, and an enormously successful clothing company, Diesel will present a case study on the path it took to become an iconic youth brand.

Cool enough for you? There'll also be a presentation on 'Sources of Cool', a study conducted for MTV by independent brand consultancy, Sterling Group. Presented by Simon Williams, founder and chairman of Sterling Group, this study draws on insights of youth across 15 global markets, to describe what they think is cool, and what global influences shape their decisions. And that's not all.

Says Alex Kuruvilla, managing director, MTV India: "Interested in discovering what's on young Indian's minds? One place can find out is at this edition ie MTV & Brand Equity Youth Marketing Forum. Watch the gurus of cool take centre stage as they predict the hottest trends in cool - Enjoy!" For that local favour, the forum will provide perspectives from a similar study conducted across six Indian cities - all you need to know about grabbing and holding the attention of the rapidly changing Indian youth.

.That's the kind of stuff to expect from the MTV & Brand Equity Youth Marketing Forum, now in its fourth sold-out year.

Arun Arora, CEO, The Economic Times said, "Brand Equity has consistently presented new trends to emerge in the world of marketing, advertising, media and consumer research. The youth are the demographic group with the most rapid evolution of preferences and a constant challenge to marketers. The forum is Brand Equity's commitment to driving a better understanding of the youth."

The MTV & Brand Equity Youth Marketing Forum is presented by the Tata Group, in association with the Taj Group of Hotel Says R Gopalakrishnan, executive director, Tata Sons, "The Tata Group understands the importance of youth as a key audience today and as the audience of tomorrow. In these ever-changing times it is essential to understand the evolving drivers for the youth market. We are very proud to be a part of this forum."