thesis presentation on vernacular advertising
TRANSCRIPT
Definition
Using a local language or dialect native to a region or country rather than a literary,
cultured, or foreign language
• Pepsi in Taiwan“Come alive with the Pepsi Generation” came
out as “Pepsi will bring your ancestors back from the dead”
• Nova in S.AmericaNo va means “it won’t go”
• Pen in Mexico“It wont leak in your pocket and make you
pregnant”
Universal imperatives
• A sign of progress• Don't just talk, engage
• Speaking to the target audience• Tap in, tune in
Current Scenario
• Better understanding of the impact of local language on advertising
• Talking with your audience V/S engaging them in a “BRAND CONVERSATION”
• Local Indian partners for international advertising firms
• Mumbai, no more the centre of advertising business
Scope for“Vernacularity”
Hindi and other regional language newspapers surpass English newspapers in terms of
readership
The rise of regionalism
• With increase in consumption, demand for local increases
• Media rates are much higher in the metros, the shift in spends is significant
• National brand decides to go 'regional' to take market share away from strong local players or price warriors
• And vice versa
Bi-lingual advertising
Advertisements have to walk a fine line between incorporating Indian languages and avoiding
the stigma of ‘poor language’
If you talk to a man in a language he understands, that goes to his head
but
If you talk to him in his own language it goes to his heart
???
Does it become any less irritating when they speak to you in your own language?
Do you find "great deals", "exclusive packages" and "today only" offers any more persuasive
when they are in your dialect?
Idea trumps language
• How about a bad concept in immaculate regional language?
• If a concept is right, let's not debate language
The common way
• Keep the plot similar, change the protagonist
• L'Oreal- 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’!
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
• Don't translate from English, create proper vernacular scripts instead
• Use the right dialect
• Simple language is best - don't confuse consumers
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 an advertisement comes while
watching T.V?
Zip the channel
Put the medium in mute mode and start doing my work
Watch the advertisements
Watch the advertisements if the product is meant for me
7
5
13
16
Living away from your home town, would you still like to hear or see advertisements in your language?
Definitely29%
May be61%
Never10%
Acknowledgements
• Parents & Almighty
• The Delhi School of Communication
• Prof. Ramola Kumar
• Miss Rupanjali Lahiri
…
• My friends- PGDPC XV
• Seniors- PGDPC XIV
• Respondents
• Miss Sony Kumari, Miss Piyali and Miss Sunaina Chaturvedi