The one-size-fits-all approach takes a back seat when it comes to advertising. The growing demand for vernacular content has driven brands to turn to localized and culturally targeted advertising, which ensures maximum effectiveness in corporate communication combined with product integration.
Recall the “Not A Cadbury Ad” starring Bollywood star Shah Rukh Khan as Sharmaji, where different content was released in different geographies with the actor shaking up local store names. The data-driven campaign using machine learning was created by Ogilvy India for Cadbury Celebrations, which also served as communication for Cadbury and thousands of local businesses and was a shining example of hyper-personalized online creative and relatable.
“With local content, brands expect to better connect with consumers of a certain cohort concentrated in a geographic area to achieve higher ROI,” says Anuraag Khandelwal, Chief Creative Officer and Head of creation, 82.5 Communications, an Ogilvy & WPP company. . “Localized targeting helps translate offers and messaging into circles of influence around retail stores or showrooms that the brand might have,” adds Khandelwal, who worked on PhonePe’Tension Chhodo, Insurance Lo‘ to bust the myth that South India is a monolith, and did four different ads for PhonePe Insurance – different actors, settings and shades. For Bisleri, he pioneered Telugu (AP, Telangana), Marathi (Maharashtra) and Hindi language tags for Uttar Pradesh not only to connect but also to beat counterfeits.
“Before the digital age, data was one-sided. Newspapers, magazines, radio stations, and TV stations researched their own readership and audience. The effectiveness of this method depended on sample size, “search penetration and a whole host of other uncertainties. With digital marketing, sample sizes are remarkably close to 100%. Weave the brand into the social fabric and be part of the consumer conversation,” says Vinod Kunj, Creative Director, MD, Thought Blurb Communications, the agency that worked on the three new TVCs for biscuit and confectionery makers Parle Marie.The TVC is aimed at the people of West Bengal and derives its sustenance from deep regional and cultural traits of quintessential Bengali.He speaks to Bengalis in their own language, using an idiom, grammar and cultural expression that would be best understood by Bengalis. TVC has a presence on regional channels such as Calcutta News, News18 Bangla, Enterr 10 Bangla, ABP Ananda, Sun Bangla, Zee Bangla and other channels aimed at the Bengali market, besides being heavily pushed on media platforms social and YouTube. “The campaign is in line with the voice of local people, using topics that are deeply relatable and in a tone that is immediately understood,” said Mayank Shah, senior category manager, Parle Products.
Tailored regional ads increase brand metrics much faster than a national campaign dubbed into a regional language, admits Prashant Agarwal, Marketing Manager, Health Supplements, Dabur India, who has embraced the quirky regional celebrity trend he five years ago to strengthen the content of the brand. Dabur India uses bespoke campaigns for major vernacular markets with TVCs for East, South and North India, and more than 25-30% of marketing budget is spent on these campaigns which include commerce electronic, non-e-commerce (social media, search and video) and TV, print or outdoor. “Consumers connect with advertising rooted in their region. We started signing regional celebrities for brand recall. As honey has different cultural backgrounds, a relatable campaign with model ambassador Rashmika Mandanna in the south, actor Ritabhari Chakraborty for West Bengal and actor Akshay Kumar for the north and west works best,” says -he.
BARC India’s Think Report on Channel Advertisers Analytics by Language for Q1 2022 suggests that Hindi has the highest share of new and repeat advertisers (48%), Bengali recorded the highest growth (16%) in the number of advertisers during the first quarter of 2021, just like Punjabi (18%) in Q1 2020; while Tamil has the highest share of exclusive advertisers (54%).
For a differentiated offer, Truecaller with over 300 million active users launched its Desh ka Truecaller, JamTheScam, ChhotaSMS and Call Reason social campaigns which garnered millions of views. “When it comes to penetration at Level 2 and beyond, nothing beats TV, print, radio and out-of-home where digital and social media play a supporting role,” says Manan Shah, Director, marketing, India and SEA, at Truecaller.
Netflix also announced this year that Microsoft was its global advertising technology and business partner to create a new ad-supported offering, providing more choice for consumers and a better-than-linear premium TV brand experience for advertisers. The ShareChat social media platform operates in 15 Indian languages, has over 180 million monthly active Indian language communities and engages in campaigns with Facebook, Amazon, Myntra and Oyo, to name a few. -ones. “We launched our self-service advertising platform ‘ShareChat Ads’ for SMBs to connect directly with their target audience through personalized micro-targeting and multilingual campaigns,” says Akshat Sahu, Chief Marketing Officer, ShareChat . The brand has built a robust ad technology platform to help brands achieve scale with native advertising in video and banner assets, and drive impact through personalized homepage pinned posts. for each brand. “Brands that engage with micro-influencers resonate well with audiences. Creators help break up the clutter and draw attention to brand messaging in an era of low attention spans,” he adds.
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