A country with a billion lives and over 10,000 languages and dialects cannot really rely on a Colonial language to bind it together. Known for the unity in diversity, India has for long been dependent on English as the medium of all news, information and communication in media. But with the rise of digitization and its increasing reach to remote corners, the need to produce regional content is stronger than ever.
Digital marketing plays a crucial role in helping businesses reach out to more people and convert the leads into loyal customers. Campaigns get to run on a plethora of digital platforms such as Instagram, Google, Facebook, LinkedIn, Twitter, YouTube where most of the country’s population is actively consuming content. The boom in telecom industry providing internet at cheaper rates is also a reason for the voracious consumption of digital content.
A study conducted by KPMG says 70% of Indian population find regional languages more reliable in digital platforms. A list compiled by digital doughnut says that Hindi is one of the ten most demanded business languages across the globe.
Growth in the number of vernacular language users is in the cards, mostly from small towns and cities. And aptly so, brands must quickly update their strategy and plans to incorporate regional languages in their communication to reach a wider audience. Due to a shift in advertising to online platforms, a 30% increase in online advertising creates an opportunity for the vernacular strategy to hit results.
Moreover, the government of India has taken various steps to support ‘Digital India’ and start-ups. With their latest campaign of ‘Vocal for Local’, the sentiments of the public have shifted more towards localized content be it in terms of design, packaging or the language.
WhatsApp, one of the most used applications in this country, allows users to change the language setting to multiple languages. Businesses, therefore, can connect to their customers in the users’ preferred language. A step like this paves way for languages like Tamil, Telugu, Gujarati, Bangla, Kannada, Punjabi etc. to be more easily accessed by the users. When brands communicate to people in vernacular languages, it also leads to greater ROI.
Even E-commerce platforms and websites display product information in various languages.
Here is how one can reach a wider audience:
- Regional languages must be in sync with the target audience, otherwise, the plan would fail.
- A mix of English content with regional content is an ideal way to go forward on social media platforms.
- YouTube supports over 11 Indian regional languages and is a great platform to reach the target audience with visual stories.
The predicted shift to vernacularization of digital marketing is commendable and should be welcomed by the brands to escalate their sales and numbers.If you or someone you know wants to dive into this untapped market,
Epic CAMP can help you kick-start this journey and provide endless support in the vernacularization of any content.