In recent years, India has witnessed a significant shift towards the use of Indic languages in brand communications. Brands are recognizing the importance of reaching out to their audience in their native language and are incorporating regional languages in their strategies. Be it TVCs, Outdoor ads, and recently, digital ads (like banners, landing pages, websites/microsites, and so on). Few brands have gone even further and have set up call centres that speak Indic languages.
What is the impact of using Indic languages in advertising, and how are brands leveraging this trend?
In this blog, we will explore the facts and figures behind Indic language advertising, focusing on the impact of using Indic languages in driving engagement, click-through rates, and overall brand loyalty.
As more and more Indians are gaining access to the internet, the demand for online content in regional languages is also increasing. We have described the reasons supporting this growth of online advertising in Indic languages in India in our previous blog,
Untapped India: New-Age Internet Users – Challenges And Opportunities
Adaptation of Regional language content creates a huge opportunity for brands to reach out to their target audience through online advertising in Indic languages.
Adgebra’s advertising platform’s advancements in machine learning and natural language processing (NLP) technologies along with human intervention to check language-specific nuances, and more makes it easier for advertisers to create and deliver personalized content in Indic languages. Adgebra provides its advertisers to create campaign content in 10+ Indian regional languages, Adgebra further helps advertisers translate landing pages, websites, and microsites and also set up multilingual call centres to achieve a 360 marketing funnel that drives increased value for regional audiences.
As more brands recognize the importance of regional languages in their advertising strategies, we can expect to see a significant increase in the use of Indic languages in online advertising campaigns.
Recently, Tata Tea produced a television campaign capturing various dialects of Malayalam targeted at the Kerala market. Meanwhile, Zomato and Domino’s have released local language print ads across various markets. Bisleri long back created bottle packaging in various regional languages. Amazon, Paytm, and Bookmyshow also have their apps and websites available in multiple languages.
The trend also manifests in digital and social media platforms, with India witnessing greater demand and consumption of both local language content and local information.
The effectiveness of ads in Indic languages varied by region, with higher CTRs seen in rural areas compared to urban areas. This suggests that brands targeting rural consumers can benefit greatly from using Indic languages in their advertising.
How are brands using Indic languages in advertising to their benefit?
Brands in India are increasingly using Indic languages in their advertising to better connect with consumers in their native language. The use of Indic languages in advertising has also led to increased engagement and conversion rates.
A survey by Google and Ipsos found that 68% of internet users in India prefer content in their local language. This indicates that using Indic languages in advertising can help brands better connect with their audience and drive brand loyalty.
Explore the following benefits of using regional language ads using Adgebra, our glocal adtech platform.
Better Targeting: One of the main benefits of using regional language ads is better targeting. By creating ads in a regional language, businesses can reach audiences that may not be as receptive to ads in other languages.
Cost-Effective: Another benefit of using regional language ads is cost-effectiveness. Regional language ads tend to be less expensive than ads in more common languages like English. This can make it easier for small businesses or those with a limited advertising budget to reach their target audience without breaking the bank.
Increased Visibility: By creating ads in a regional language, businesses can tap into a market that may be overlooked by their competitors. This can help them stand out and increase their visibility in the marketplace.
Higher Engagement: Consumers are more likely to engage with content that is presented in their native language. By creating ads in a regional language, businesses can increase the chances of their audience engaging with their content and taking action.
Improved Brand Perception: By creating ads in a regional language, businesses show their audience that they care about them and are willing to go the extra mile to communicate with them in a way that they understand. This can improve their brand perception and make customers more likely to do business with them.
Overall, the use of Indic languages in advertising has become a significant trend in India, with many brands recognizing the importance of reaching out to consumers in their native language. With the growth of internet penetration and Indic language users, we can expect to see more brands using regional languages in their advertising strategies.