As India’s Gen Z cohort approaches full voting age, political strategists are increasingly confronting a challenge long familiar to marketers: how to understand and engage a vast but highly heterogeneous audience. This article traces the evolution of generational segmentation from its origins in marketing theory to its growing relevance in political communication. It argues that the future belongs not to broad-brush appeals aimed at “the youth,” but to sophisticated micro-segmentation that recognises the diverse aspirations, identities and realities within India’s 400 million-strong Gen Z population.