Brands are using regional languages to connect better with consumers.
In 2014, during the International Premier Tennis League, Coca-Cola posted a tweet in Hindi. What seemed gimmicky then helped the beverage brand garner 22 per cent higher engagement compared to what a non-Hindi tweet could at the fime. Post this revelation, the company launched a Twitter campaign during the Pro Kabaddi League in 2015 for Thums Up by repurposing popular Hindi movie dialogues into regional languages. A 150 per cent increase in engagement was recorded, the company claims.
Brands are increasingly leveraging India's linguistic diversity to connect better with consumers. There are reasons to do so. The Internet and Mobile Association of India (IAMAI) estimates that while most of the 3 71 million mobile internet users in India are from urban areas, with the decreasing prices of smartphones, the next wave of growth will come from rural areas. Much like what happened with mass-market mediums. "In the 90s, when the growth of TV, radio and news
This story is from the August 14, 2016 edition of Business Today.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the August 14, 2016 edition of Business Today.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
"Attitude Decides Altitude"
BEST ADVICE - RAJNEET KOHLI, CEO & EXECUTIVE DIRECTOR, BRITANNIA INDUSTRIES LTD
"FOR RATAN TATA, IT WAS ALWAYS NATION FIRST"
Thomas Matthew, former IAS officer, on his new biography of Ratan Tata, the late Chairman Emeritus of Tata Sons
"RADICAL CHANGE NEEDED TO IMPROVE URBAN INFRA"
K.P. Singh, Chairman Emeritus of DLF, on the dynamic nature of the real estate sector, challenges in urban planning, and more
REDEFINING AMBITION
Shashikant Ruia was a visionary entrepreneur who navigated challenges with resilience. He leaves behind a rich legacy of ambition and leadership
ON THE WILD SIDE
LOVE WILDLIFE BUT DON'T WANT TO GIVE UP ON THE FINER THINGS WHILE ON A TRIP TO SPOT ANIMALS? CHECK OUT THESE LUXURIOUS WILDLIFE RESORTS FOR THE HOLIDAY SEASON
"India is the only market globally with substantial growth"
RHI Magnesita CEO Stefan Borgas on the company's M&A strategy, why India is important, the way ahead, and more
FRESH ON THE STREET
IPOs have come back with a bang in 2024, with a record ₹1.3 lakh crore raised till October. As a result, many newly-listed firms have made it to the BT500 list
RIDING THE WAVES
The shipping industry is on the brink of a transformation. Beyond government support and technological advancements, what are the other driving forces and emerging trends that will define the landscape in 2025?
HOME RUN
After a decade-long slowdown, India’s real estate market reached its highest decadal sales level in the first half of 2024
In Pursuit of Good Health
The past year has been eventful for the Indian pharma sector, with some companies witnessing growth, and some challenges. The outlook for the sector, however, remains positive
