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Vernacular Advertising
  Glocal   v/s
           V/s    Regcal Approach

            Presenter:
           Megha Gupta
            PGDPC XV
Definition



Using a local language or dialect native to a
   region or country rather than a literary,
        cultured, or foreign language
In simpler terms



       Global
Thesis Presentation on Vernacular Advertising
Glocal
Thesis Presentation on Vernacular Advertising
Regcal
Lingo blunders


• Electrolux in an American Ad campaign:
    “Nothing sucks like an Electrolux”
• Coca-Cola in China:
                 Ke-kou-ke-la
“bite the wax tadpole” or “female horse stuffed
                   with wax”
• Pepsi in Taiwan
“Come alive with the Pepsi Generation” came
  out as “Pepsi will bring your ancestors back
                from the dead”
• KFC in China
“finger-lickin’good” came out as “eat
           your fingers off”
•            Nova in S.America
          No 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
Not a new concept

• Horlicks- East and South



• Kaya- 'need-based communication‘
Vernacular Content market
         in India
English


 level
English literacy level
Let’s dig in!
Thesis Presentation on Vernacular Advertising
A common myth:
Vernacular content should be restricted to
                   radio
Scope for
         “Vernacularity”




Hindi and other regional language newspapers
    surpass English newspapers in terms of
                   readership
The Rulers
A similar story…
Thesis Presentation on Vernacular Advertising
Thesis Presentation on Vernacular Advertising
Growing popularity
Multinational brands picking the model to
         penetrate into rural India
Thesis Presentation on Vernacular Advertising
Thesis Presentation on Vernacular Advertising
Thesis Presentation on Vernacular Advertising
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’
The josh
machine
Taste bhi, health bhi




Mirchi sunne wale
always khush
Which advertisements grab
your immediate attention?
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
???

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?
Thesis Presentation on Vernacular Advertising
Idea trumps language

• How about a bad concept in immaculate
  regional language?

• If a concept is right, let's not debate language
Thin line of difference


Translation



                  Adaptation
• Virgin Mobile Tamil & Hindi Ad
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’!
South African research



To 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

• Don't translate from English, create
  proper vernacular scripts instead

• Use the right dialect

• Simple language is best - don't confuse
  consumers
…

• Use the right characters

• And make it catchy/entertaining
What would you prefer-
The creative pie
Which advertisements do
you think are more reliable?
Quantum of effort

• Potential size of the market

• Extent of the brand's 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
Responses

No. of respondents:   1

          : 51%



          : 49%
How many languages are
   known to you?
What do you do when an
advertisement comes while
      watching T.V?
  Watch the advertisements if the                16
     product is meant for me


       Watch the advertisements             13


Put 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?
Which medium did you
   see/hear it on?
Advertisement in local
language as per you, is most
         suited to-
How often do you come
 across such regional
    language ads?
Would you prefer seeing
advertisements in your local
          dialect?
What are you likely to
 remember more?
What according to you
  persuades more?
Whom do you think the
advertisements in regional
    languages target?
Which genre of
advertisements fit better in
regional language bracket?
Living away from your home town,
would you still like to hear or see
 advertisements in your language?

      Never
       10%
                   Definitely
                     29%


         May be
          61%
Regional ads for you
     symbolize-
Conclusion

To be or not to be depends on:

1.Target Audience
2.Brand Image
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
…
• Shaukinder Bhaiya, Vijay Bhaiya

• PGDPC XVI
Thesis Presentation on Vernacular Advertising

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Thesis Presentation on Vernacular Advertising