Taste bhi, health bhiMirchi sunne walealways khush
Which advertisements grabyour immediate attention?
If you talk to a man in a language he understands, that goes to his head butIf you talk to him in his own language it goes to his heart
???Do you find "great deals",irritating when they Does it become any less "exclusive packages" and speak to you in yourany more persuasive "today only" offers own language? when they are in your dialect?
Idea trumps language• How about a bad concept in immaculate regional language?• If a concept is right, lets not debate language
The common way• Keep the plot similar, change the protagonist• LOreal- Penelope and Aishwarya• Thanda matlab Coca Cola Campaign- Aamir and Vikram
Reasons for poor adaptation• An advertising agency do not have a rainbow team to cater to a rainbow nation• Translators are hired and not ‘adaptors’!
South African researchTo explore whether or not consumers can recall vernacular ads?
phase study• Phase I: Qualitative research Five 2 hour focus groups• Phase II: Quantitative research 400 Ad hoc study
Outcome• Respondents did remember seeing vernacular content, news being the most cited example• Top of mind vernacular advertising was almost non-existent
LSM A’s response• 46% of respondents claimed to see vernacular advertising• Almost half could not remember what ads they had seen• Few did mention vernacular but what they remembered was an eclectic mix
LSM B’s response• 50% claimed to see vernacular advertising• Nearly all (87%) could verify by recalling the exact advertisement and brand
No formula• Dont translate from English, create proper vernacular scripts instead• Use the right dialect• Simple language is best - dont confuse consumers
…• Use the right characters• And make it catchy/entertaining
Which advertisements doyou think are more reliable?
Quantum of effort• Potential size of the market• Extent of the brands penetration
Popularity stakes• Tamil Nadu, Andhra Pradesh and West Bengal• Maharashtra, Karnataka and Kerala
Active categories• FMCG & Colas• Talcum powder in South India and skin care products in West Bengal• Luxury brands- Rural Punjab
Straight from the horse’s mouth• Vernacular advertising is considered non- premium• Does not work with certain categories/ brands/ images• Depends on whether you want to be aspirational, confrontational or congregational
What do you do when anadvertisement comes while watching T.V? Watch the advertisements if the 16 product is meant for me Watch the advertisements 13Put the medium in mute mode and 5 start doing my work Zip the channel 7
When did you last see an advertisement in your regional language?