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Medianews4u

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A reminder that your India message may need to change language before it changes argument, with Jio and Zomato as examples and the blunt statistic that most of the country does not buy in English.

The Rise of Vernacular Marketing: Connecting with Bharat Beyond English

From Medianews4u by Yasin Hamidani 8 min read

  • Only about 10 percent of India is proficient in English while roughly 90 percent speak regional languages.
  • Nine out of ten new internet users are coming from rural and semi-urban India, where regional languages dominate.
  • Jio ran its Shah Rukh Khan campaign in Marathi, Telugu and Tamil rather than one national English cut.
  • The platforms already moved: Google Assistant and Search serve Indian languages, and regional YouTube creators pull millions of views.
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Answers We sell in India, the US and the Gulf. How much should the messaging actually change per market?
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