Indian brands are shifting focus from English to Indian regional language marketing. This new approach, called the Mother Tongue Economy, helps brands connect deeply with diverse audiences.
Campaigns now use local languages and cultural nuances to engage consumers more effectively, turning language from a compliance issue into a competitive advantage.
Indian Regional Language Marketing
Regional content is transforming how brands plan and execute campaigns across India. Key points include:
- Brands like Swiggy and Lufthansa create campaigns in multiple Indian languages to achieve a local touch and relevance.
- Ads are no longer just dubbed; several versions are filmed in languages like Bengali, Tamil, Kannada, Telugu, and Marathi to capture local culture.
- Regional OTT platforms such as Hoichoi (Bengali) and Sun NXT (Tamil) attract targeted ad spends aligned with local entertainment habits.
- Regional campaigns run year-round, not just during festivals, using state-specific social media handles and influencer collaborations.
- Platforms like ShareChat and Moj prioritize vernacular content, allowing users to watch, search, and interact in their mother tongue.
- Brands such as Dabur and Meesho run dedicated campaigns on regional apps featuring local creators.
Also read about: Best Internet Marketing Tools to Use by Marketers 2025
Language as a Strategic Asset
Language is now central to brand strategy and measurable marketing success:
- ShareChat built its platform around 15 Indian languages, proving vernacular is core business, not afterthought.
- Netflix shifted to local content after English-heavy efforts faltered, boosting regional engagement.
- Amazon and PhonePe use local languages as onboarding hooks and in app features, improving customer experience.
- SEO and SEM strategies now include vernacular search and voice search to capture regional audiences.
- Brands measure return on investment with KPIs like cost per lead, app downloads, and sentiment by language.
- Companies invest in local talent for content creation, with push notification open rates in regional languages up to 4x higher than in English.
- Agencies maintain state-specific teams to ensure cultural resonance.
As India’s digital landscape expands, vernacular marketing is a clear competitive moat. The rise of AI-driven content may soon scale hyperlocal communication further, shaping the future of regional marketing in India.
More News To Read:
