Advertisement is considered as the most critical marketing tactic used while running a business. It is the most powerful medium to promote your products and services among your target audience. These days, multi-lingual or vernacular advertisements are everywhere. Many companies are opting for native advertising to woo their target audience. But what exactly it is? Let us find out.
What are vernacular or multi-lingual ads?
Vernacular or multi-lingual ads use a language native to a region, or country rather than a foreign language. The main aim of such advertisements is to get in touch with their target customers for a better and long-lasting relationship.
One research claims that the vernacular content user base in India is estimated to grow over 540 million by 2021. This comprises of 75% internet users. Further, for 60% of these consumers, lack of availability of relevant content will be the most significant barrier for adopting products and services. Hence, this is where vernacular ads can come in handy to attract the targeted user base. Thus, it is a crucial business strategy that can help brands reach the masses and share their message more clearly and effectively.
Examples of multi-lingual or vernacular advertising
• One example that demonstrates the use of vernacular ads is Amazon. When Amazon came to India, it faced fierce competition from Flipkart. However, with its ‘aur dikhao’ (aur dikhao translates to Show me More) campaign, it nailed the native advertising perfectly.
• Another example is Lufthansa. Its campaign called ‘More Indian Than You Think’ and a responsive microsite with support to regional languages has resulted in the Indian passenger growth of about 30%.
• WhatsApp also managed to bank this vernacular trend by allowing 200 million monthly Indian users to change the original language to their native one from within the app itself.
Significance of multi-lingual advertisements for the region-specific audience
1. Reaches the masses
As per Google and KPMG report, the number of online regional language speakers in India will surpass 76 million within the next five years. Due to the increasing size of such an audience, companies must create multi-lingual advertisements so that more and more people can get aware of their products and services.
2. Builds a connection with the audience
Another advantage of using the native ads is that these help to understand and connect with the target audience more effectively. Such advertising taps into the beliefs, values, cultural insights of the specific region. This, in turn, leads to creating advertisements that the target audience can easily understand and resonate with. Using vernacular languages in the ads can also leave a long-lasting impression on the potential consumers and thus, add value to the brand.
The world is becoming a global market where companies have a common goal of selling their products and services to as many customers as possible. Thus, to stand out, they are adopting vernacular or multi-lingual advertising to target people with different languages and cultures. This can be an exciting and informative way to build a brand. However, if not used properly, you may miscommunicate with your target group.
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