By Priyanka Surve
Priyanka Surve Partner & Creative Director, Motley Advertising in conversation with Prittle Prattle News.
The internet continues to be a disruptive force in changing pie diagrams of marketing and advertising. And the internet has given the verdict that this is the age of non-English language users. Every marketing student or professional who knows or studies even a little about languages and its correlation with advertising would know how rapidly regional advertising is growing in India.
We all are looking forward to the Indian internet user base to grow at a CAGR of 18% to reach 536 million by 2021, but are we envisaging the future trends of Indian language internet and its impact on regional advertising 2021? Due to the deeper penetration of affordable Indian language enabled smartphones, there will be a spike in user-generated original digital content. Yes, TikTok has left the building, but apps like Chingari and Mitron are the new talk of the town, not to forget the biggies like Instagram will also launch features like Reels, once again making the influencer marketing game stronger. The next best step for these internet platforms is to become content aggregators, resulting in an increased timeshare for regional language internet users in India. For years, agencies have always produced ad campaigns and films in one master language and translated it into languages as per the target market. Majorly, India was divided by marketers into four parts – North, East, West, and South.
Due to the rise in hyperlocal consumption of content, there is a sudden need to create hyper-localized content to build a personal connection between brands and their consumers. In no time, this country will also witness advertising based on dialects. Instead, we have already entered phase one of them. The use of regional languages will not be limited to blind translations. Today’s need is to create original content that speaks the customer’s writing and reflects the culture, lifestyle, and mindset of that hyper-local market.
At Motley Advertising, we have talented multi-lingual copywriters who invest much time in creating exclusive print communication in languages like Marathi and Gujarati, apart from the usual suspects like English and Hindi. We plan to provide our advertising, branding, and content solutions in more languages and the dialects of those currently available. One should also understand that with technology moving towards advancement in voice recognition and translation of Indian regional languages and strengthening multi-language data analytics capabilities, performance metrics will also play a definite role in quantifying all the efforts taken towards local advertising.
“It would certainly give much bang for the advertiser’s buck. We expect exponential growth in the number of monetizable regional language users online, and this growth will make local ads spend on digital media to grow northward. An increasing number of brands are inching towards this future. Several new-age brands have already foreseen this and started investing in regional advertising to be the first ones to yield significant results. Well, it seems local advertising is indeed not the future. Local advertising is now” says Priyanka Surve Partner & Creative Director, Motley Advertising to Prittle Prattle News.
