Regional languages are not just a “niche” anymore. They’ve grown to become one of the most spoken and influential languages in India, as well as in other countries around the world.
Also, there is an increasing number of people who do not speak English at all. So if your business wants to grab the attention of these people, then you must advertise in their language; this applies to both online and offline advertising.
Want some proof? Studies show that advertisements with vernacular text on billboards or posters can be up to five times more successful than those with no vernacular. These numbers are no surprise to people who are familiar with the Indian market or even those from other countries.
The language doesn’t just have to be any regional language. It should be your target local language (TL). It should be the language that you are targeting for advertising. This means that your target audience should be the language group and not just any regional language.
How Can We Promote and Preserve Regional Languages in India?
These days, it’s pretty easy to learn a foreign language. Whether you’re interested in exploring the culture of a different country, learning an entirely new skill set, or achieving international excellence, there are plenty of resources for you.
The problem is that the demand for those resources is continuously high and ever-growing. We can’t have enough native speakers to teach every language in existence — our brains were not designed like that!
The solution is advertising in regional languages.
Advertising on billboards and street signs will educate citizens about what they need to know without being burdensome. It’s also important because an increased number of people will read regionally targeted advertisements, which could lead to greater buying power due to increased social mobility.
It’s also important to remember that with the right advertising in regional languages, you’re targeting your audience more effectively. Instead of throwing darts blindly at groups of people who speak a certain language, you’re pinpointing what they want and need. And for reaching the masses, especially in a country as diverse as India, precision is paramount.
There are two main reasons here:
- The kind of information that you get from reading advertisements in regional languages is various and related to needs;
- Advertising helps in educating people about things that are happening around them. It sends out messages like healthy eating habits, environmental protection, etc., which are very necessary for a happy life.
Benefits of Advertising in Regional Language
There are many reasons you should use regional language in your advertising. Below are a few of them.
1. It Benefits Regional Economies
By promoting your products and services in regional languages, you will benefit the local economy and encourage the people to buy them. People buy more when they know that their money is going to be spent on something beneficial for the region or the country.
2. It Increases Brand Recognition
By advertising in a regional language, your brand identity and message will reach out to a larger audience, thus strengthening its popularity and recognition among potential customers. This approach can increase the brand awareness and loyalty of your customers.
3. It Helps You Reach a Wider Market
While many people can afford to travel overseas, most of them don’t. Most of them prefer to travel within the country instead. This is because they believe they can get better value for their money.
Therefore, if you want to reach out to a wider market, then you should be in regional languages when promoting your products and services in other areas of the country.
4. It’s Cost-Effective
The cost of advertising in English and Hindi is almost double when compared with advertising in regional languages. Since it is an added expense, it will eventually increase the cost of your products and services. This will put you at a disadvantage against your competitors.
5. It Makes Your Brand More Credible
Most companies aim to portray themselves as well-reputed brands, but many of them cannot do so because their message isn’t heard by the people they are trying to target.
This is when language comes into play; so if your company has a good name, then you should use it by advertising in regional languages and making your brand even more credible among potential clients.
6. It Helps You Reach Out to a Wider Audience
Because of the popularity of movies and TV shows, people are inclined to listen to what the actors and actresses have to say about certain products. If your brand is advertised through movies and TV shows, then it is more likely for you to get more customers who will be interested in your products or services.
7. It Improves Customer Experience
A good customer experience is one of the most important outcomes a company can achieve. Therefore, aim to provide good customer service and helpful help. One thing that can help is the use of regional language in your communication.
8. It Helps You Establish Brand Loyalty With Customers
When you target people who are familiar with the region where you are operating, they will appreciate everything unique about it and, therefore, become loyal customers of yours.
What is The Future of Regional Language in India?
The future of regional languages in India is getting brighter with every passing day. The need for language education is exploding, and there are many experts out there who are now focusing on the need to spread awareness.
According to one survey, India is spending a massive $2 billion exporting English Language; only 4% of Indians speak English at a conversation level, while only 12% can speak the language proficiently.
And while this may justify spending huge amounts on learning English as a first language, it also means that there’s room for prosperity in education and advertising if you’re willing to provide practical learning in Hindi or another Indian language.
The Indian government is planning to provide free computer education over the next few years. It’s estimated that about 60 million people will learn Hindi in their own homes — and that’s a fantastic opportunity for advertising in regional languages!
In a study by Google, it was found that over 80% of Indian internet users use regional languages to search on the internet. This is because regional languages are more relatable and user-friendly because of their contextual nature. Since most of the content on the internet is in English, users find it difficult to find content that applies to them in their local language.
Thus, you’ll see more and more ads all across the country, and soon enough you’ll be able to buy whatever you need in your native language.
That same desire for control of our lives which made us purchase English-language products will make us buy Indian products. Along with that, as there is an increasing demand for local knowledge on various products, advertising has been proven to be effective.