Emergence of Regional Language Content as the Next Big Thing In Digital Campaigns

English stands out as the dominant language in digital marketing; however, marketers are now taking a more inclusive and impactful approach. Thus, vernacular content marketing is on the rise. Over 121 Indian languages are spoken, and the Constitution has allowed 22 official languages, which makes India a vast and linguistically diverse landscape. Multilingual content is more than a necessity now in Bharat’s digital ecosystem.

Now, brands must deeply connect with their audiences, specifically beyond metro cities – hence, regional language content is the next big thing to implement in future digital campaigns.

So, let us examine the significance of regional language content in India, which, backed by market data, case studies, and expert perspectives, is transforming digital strategies.

Indian digital marketing system: Changes taking place in the landscape

Cherished as the land of diverse languages, traditions, and regional cultures, India is also a hub of business and technology, with English serving as the primary communication medium. However, only 10% of Indian population has proficiency in English. In contrast, 90% of the population are regional language speakers who interact daily in their vernaculars.

As digital penetration increases, brands, particularly in Tier 2 and Tier 3 cities, are creating a deeper emotional connection and higher engagement by speaking to consumers in their vernacular language.

Multiple factors caused the emergence of vernacular marketing. The increasing use of smartphones, the growing count of internet users in non-metro cities, and, above all, cheaper data rates are the chief factors. 

According to a report, 9 out of 10 internet users are from rural and semi-urban areas where the primary communicative language is their regional language. Hence, in such a context, to achieve growth in the Indian market, marketers must implement regional languages in their marketing campaigns. It makes sense to partner with the best digital marketing company in India.

Vernacular has its role-play in consumer engagement

Vernacular marketing translates content into regional language by crafting messages resonating with the local culture, values and emotions. By communicating in regional languages, brands build trust because consumers feel understood and valued. Language serves as both an expressive, communicative medium and a tool for building relationships.

For instance, most rural Indians are neither able to understand nor relate to English language content. But a brand can connect with them by speaking their vernacular – be it Hindi, Bengali, Tamil, Telegu, or any of the other 22 official languages from India.

So, the brands will be able to expand their reach and engagement by adopting a vernacular approach. From now on, this segment should not be overlooked by traditional English-focused advertisements.

In fact, regional-language content has become highly successful on YouTube. In recent years, regional language content has encountered explosive growth. Creators and influencers are creating content in vernaculars and garnering millions of views.

So, what does this explosion of regional language content indicate? It’s clear that Bharat’s people are ready to devour content by speaking to them in their own words. Brands must tap into this shift in content consumption habits and seize the opportunity to engage with audiences in a more meaningful way.

By now, a few brands have, in fact, reaped the rewards of localized campaigns by practising vernacular marketing that has shown potential. Conducting campaigns in multiple regional languages enables quicker access to regional markets.

Jio’s ad campaigns, conducted by Shah Rukh Khan, are available in Marathi, Telugu, and Tamil and have helped the telecom operator tap into the regional market.

Even Zomato realized the power of vernacular to reach out to smaller towns. The company has been successful in running campaigns in multiple regional languages that appealed to its customer base’s local tastes, preferences and humour. Likewise, through this strategy, Zomato became more accessible, and the brand could significantly increase its user base, particularly in regions where English was not the primary language.

Another instance can be stated of HUL, with its range of household products. The ads are now displayed in Hindi, Tamil and Kannada languages. Thus, HUL’s reach widened, and its connection has been enhanced with rural and semi-urban populations.

Taking initiatives, brands can ensure their products speak to consumers in their vernacular, allowing them to understand the brand’s concept best. This is how the brand’s content is becoming more relatable and increasing their possibility of purchases.

Leveraging technology

Vernacular marketing is owing its success to technology. AI-powered translation tools and machine learning algorithms are on the rise, enabling brands to create localized content with greater efficiency. To ensure the content is engaging and resonates with the target audience, brands should consider seeking assistance from content writing services.

To reach Bharat, social media platforms like Facebook, WhatsApp, and Instagram have proven to be valuable tools. These platforms are expanding their support for local languages to help brands communicate effectively in regional dialects.

In addition to it, businesses can cater to local needs thanks to Google’s push for Indian language support. Google Assistant now supports several Indian languages, and Google Search provides results in regional languages. It helps businesses optimize their digital content for local audiences. In fact, this trend has further accelerated the growth of vernacular content on the Internet.

The challenges to overcome

Vernacular marketing indeed offers a lot of potential, but it also presents a set of challenges. The primary concern is to ensure that the content is accurate and culturally relevant. Having the message translated from English to a regional language may not prove effective. The content should be culturally sensitive and contextually appropriate to avoid misinterpretation and backlash.

Moreover, within the same state or region, the regional dialects often differ. When a brand is operating in Tamil Nadu, it should be mindful of nuances between Chennai-spoken Tamil and that in the rural areas. Hence, the one-size-fits-all approach will fail. The key is to create personalized campaigns tailored to specific localities.

How convenient is vernacular content for brands?

Brands benefit from vernacular content in respect of their promotional strategies to reach out to their audiences

1. Emotional resonance

Communicating in the native language establishes stronger emotional connections. Spreading a business message in regional languages makes the strategy feel more authentic and trustworthy – it helps to convert more Indian consumers.

2. Wider audience reach beyond the metros

Tier-2 and tier-3 cities are now experiencing a surge in digital consumption. Multilingual content is essential for tapping this audience.

3. Engagement rates start going higher

Regional content fetches 1.5 to 2 times higher engagement, particularly in video and voice content formats, as reported by Facebook India.

Lower cost per acquisition

When ads are run in regional languages on Google and Meta platforms, the CPCs and CPAs tend to be lower. It is the result of reduced competition and more targeted relevance.

Conclusion

The emergence of Vernacular marketing is a response to the changing dynamics of India’s consumer base. When this linguistic diversity is acknowledged, the monolingual English-dominated approach gets a break. Therefore, brands can start developing stronger, more meaningful connections with their audiences. With Bharat’s continuous growth, vernacular marketing strategy will undoubtedly stand out as the crucial component of any successful marketing strategy. Therefore, considering it a win-win situation, brands can reach our audiences. Moreover, consumers will feel heard, valued, and understood in their language. Hence,  to succeed in India in the digital age, it’s essential to speak Bharat’s language.

Sourav Mukharjee

Content Writer