The concept of "Glocalization" started with the realization that Asia was not 'westernizing' but in fact was 'modernizing'.
(Decentralized Process, Standardized Approach)
(Centralized Process, Regional Approach). The "Regcal" approach is made up of "reg" (regional) and "cal" (local); that is, it uses a local adaptation on a regional basis.
When Parker Pen marketed a ball-point pen in Mexico, its ads were supposed to say “It won’t leak in your pocket and embarrass you.” However, the company mistakenly thought the Spanish word “embarazar” meant embarrass. Instead the ads said that “It wont leak in your pocket and make you pregnant.”
Current scenario of Vernacular Advertising in India Recently, companies have started taking a step towards better understanding of the impact of local language and dialects in advertising
The logic? Horlicks promoted itself as a supplement to milk in Kolkata (perceived as a milk-deficient market); whereas in Chennai, it promised nutrition from wheat, as the intake of wheat in the state was much lower compared to the North. It recently ran a print campaign across India which, in Tamil Nadu, talked about pigmentation solution and in the North, promoted its skin beauty services. Similarly, the communication for Delhi and Punjab highlighted the brand's hair removal services.
This opens an opportunity for vernacular content to increase and tap the non-English knowing literate people.
There is some conventional thinking which suggests that radio (due to its specific reach) is primed for advertising in the vernacular, and the common assumption is that vernacular radio advertising makes sense and works in harmony to promote better brand value. Unfortunately, radio spend still constitutes a very small piece of the media pie when TV is added into the mix.
Not only Hindi newspapers, but other regional language newspapers such as Marathi, Tamil, Telugu and Bengali have surpassed English newspapers in terms of readership.
Same is the case with magazines. With only India today in English language category coming in top 10 most read magazines, all other magazines are Hindi or regional language magazines.
Mass Entertainment Hindi and regional language channels attract almost 80% of the total TV viewership in India. Not only this, even the Hollywood films are dubbed in Hindi and other regional languages to tap into the maximum potential market
The consumption of content available over the Internet is quite restrictive in nature.
People in the non metros have a higher propensity towards using local languages in their daily lives as compared to their counterparts in the Top Metros. This growth coming from non-metros is a good sign for the Indian language content over the Internet as the need for Indian languages increase with increase in the number of internet users from non metros.
As consumption increases, people want their local language, the local flavour and local emotions they can relate easily to
Ex: Tata Tea V/s Wagh Bakri in Gujarat Frito Lay V/s Balaji Namkeen in Maharashtra and Gujarat Vice versa- Medimix and CavinKare- Chennai
Advertisements here have to walk a fine line between incorporating Indian languages and avoiding the stigma of ‘poor language’
A famous quote by uTutu Mandela.. Well, anyone can understand the logic behind this sentiment. People do feel a stronger affinity to those who speak their language. People like to stop and eat at a place offering ‘their’ food in a completely foreign location. How about gol gappas in Malaysia? You feel a profound sense of belonging and delight when someone greet you with "Namaste" and people respond back with "Namaskar".
We will come back to these questions after discussing in detail.
There's something disingenuous about L'Oreal Paris speaking in Haryanvi versus an Indian favourite; especially when there has been no effort to "regionalise" the idea.
Translating concepts not words
I want to make a point here that the key findings of this research which was based in SA may not hold complete truth in Indian context but this will definitely assist in analyzing the human psychology and its reaction to our question whether consumers can recall vernacular ads, if so which are top of mind and as a secondary objective looking at drawing conclusions as to whether or not vernacular advertising aids relevance, brand appeal, persuasion and understanding.
The one thing common in these markets is the people's love for their language, interest in individual culture and tradition, and their passion for movies and theatre.
Talcum specially Tamil Nadu
There are no set rules for Vernacular Content in Advertising and a vernacular ad can fail as badly as a non-vernacular for its content. Language is only a medium and has no role beyond that. Image is a function of where, how and with whom, the brand is seen. It’s how the brand chooses to conduct itself across all the touch points; it’s not limited to communication.
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?