With the demand for local language content is steadily growing in India, there is a need for advertisers to consider creating regional advertising which goes beyond dubbed ads
Unlike print or TV, digital does not need a separate regional edition or channel, as it can be personalised in real-time via an instance. Image: Shutterstock
Softbank and Meta-backed ecommerce platform Meesho's recent campaign “Arre Waah” has been tailored to capture India’s regional nuances and thereby build resonance among various audiences. The campaign was shot in three zonal languages—Hindi, Bengali, and Tamil—and it was further amplified in other regional languages.
Similarly, logistics and grocery delivery platform Dunzo is known for creating hyperlocal advertising such as the “Kannada Starter Pack.” Or Netflix, which often partners with audio streaming sites to create local language content to promote regional titles being released on its platform.
As more Indians log onto the internet, the demand for local language content is steadily growing, followed by the need for advertisers to consider creating regional advertising which has gone beyond dubbed ads. This is reflective in user behaviour which is why the click-through rate of regional creatives is much higher and why 70 percent of Indians find vernacular digital content more reliable than English, according to a joint study conducted by Google and KPMG.
Of the approximately 700 million active internet users in India, only 216 million transact online. According to the IAMAI-Kantar ICUBE 2020 report, this is expected to swell to 900 million by 2025. New consumer segments are continuously being formed and purchasing power is increasing steadfastly.
Experts and platforms Storyboard18 spoke to asserted that vernacular content is helping brands break adoption barriers and making the experience of not only consuming content but also transacting online more relatable. Unlike print or TV, digital does not need a separate regional edition or channel, as it can be personalised in real-time via an instance.