From challenge to opportunity: Vernacular advertising sees 2x growth in engagement rates

In the ever-evolving landscape of Indian advertising, a seminal shift is underway. The once-dominant approach of crafting campaigns primarily in Hindi and English is giving way to a more nuanced, culturally attuned strategy that embraces India's rich tapestry of languages. This transformation is not merely a cosmetic change; it's a fundamental reimagining of how brands connect with consumers in a country boasting over 600 dialects and 22 official languages.

Siddharth Kelkar, Managing Director of India/MENA and Performance Business at AnyMind Group, encapsulates this shift succinctly, noting, “For the longest time, brands viewed regional language advertising as a 'nice-to-have', something they would invest in only if budgets allowed. That has completely changed. Today, it is a core strategy, not just an add-on.”

This evolution reflects a growing recognition among marketers that India's linguistic diversity is not a challenge to be overcome, but an opportunity to be embraced. Brands are increasingly realizing that what resonates in one region may fall flat in another, even if both campaigns are technically “regional.” As Kelkar points out, “It's not just about language, it's about the cultural nuances that make each market unique.”

The impact of this shift has been nothing short of remarkable. Brands experimenting with vernacular advertising have witnessed significant jumps in engagement, time spent, and conversions. AnyMind Group's platforms have observed a staggering 2x increase in engagement rates for vernacular campaigns compared to those in English or Hindi. This stark difference underscores the power of speaking to consumers in their native tongue.

But it's not just about language translation. As Anil Suryavamshi, Vice President - Digital (South & West) at Carat India, emphasizes, “Brands that go beyond simple translations and incorporate local traditions, values, and even humor into their campaigns build a stronger emotional connection with consumers.”

This approach has been particularly effective in Tier 2 and Tier 3 cities, where internet usage is surging, and consumers are more inclined to engage with content in their native languages.

The numbers tell a compelling story. Policy Bazaar's campaign in Hindi not only reduced their cost per lead by 8% but also led to a three-fold increase in traffic from Hindi search queries. These results are not anomalies but part of a broader trend. Studies show that 88% of Indian internet users are more likely to engage with ads in their native language, leading to higher click-through rates and conversions.

Russhabh R Thakkar, Founder and CEO of Frodoh, provides further context to this shift, noting, “Regional language advertising has moved from being an afterthought to a business imperative. Brands that once relied on broad, Hindi or English-led campaigns are now seeing 20-30% lower acquisition costs and stronger conversions by speaking to consumers in their native languages.”

The rise of digital platforms, particularly social media and OTT services, has accelerated this trend. These platforms have become go-to spaces for regional content, allowing brands to expand their reach to previously overlooked audiences. The proliferation of affordable smartphones and data plans has further fuelled this shift, especially in Tier 2+ cities where e-commerce adoption is surging through vernacular-first strategies.

But the impact of vernacular advertising extends far beyond mere metrics. It is reshaping brand perceptions and fostering deeper, more authentic connections with consumers. As Kelkar notes, “When a brand communicates in a consumer's first language, it's not just about convenience, it's about respect. It sends a clear message: 'We see you, we understand you, and we're here for you.' That, in turn, builds trust and affinity.”

This sentiment is echoed by Suryavamshi, who emphasizes the trust and credibility that come with native language communication. “Consumers are more likely to trust content in their native language over content in Hindi or English. It feels more genuine and familiar," he explains.

Research indicates that 70% of users prefer digital content in their local languages, highlighting the crucial importance of speaking to people in the way they're most comfortable.

The emotional resonance of vernacular advertising cannot be overstated. When ads reflect people's daily lives, humor, and values, they naturally encourage interaction and foster a sense of community. Brands that successfully leverage this approach are no longer perceived as outsiders trying to sell something, but as integral parts of consumers' worlds.

However, it's important to note that this shift towards vernacular advertising is not without its challenges. As Vinod Kunj, Founder and Chief Creative Officer of Thought Blurb Communications, cautions, “We don't translate, we express. It's true that imbibing a thought in the language of our birth is easier to consume, but that is true of all advertising messaging.”

Kunj emphasizes the importance of universal themes and emotions that transcend language barriers, citing British Airways' campaign "When was the last time you did something for the first time?" as an example of messaging that resonates across cultures.

The rise of vernacular advertising has also levelled the playing field between local and national brands. Previously, local brands had the advantage of deeply understanding their audiences. Now, even national and global brands are leveraging regional advertising to build stronger connections. As a result, competition is no longer just about who has the biggest budget, but about who tells the most relatable and culturally relevant story.

Looking ahead, the future of advertising in India seems inextricably linked to the continued growth and sophistication of vernacular strategies. With 80% of Indians preferring content in their own language, brands that invest in regional personalization aren't just improving engagement—they're driving measurable growth. The rise of voice search and short-form video platforms like YouTube, Sharechat, and Moj is further accelerating this trend, opening up new avenues for creative, culturally-attuned campaigns.

As India's digital landscape continues to evolve, with more consumers coming online from diverse linguistic backgrounds, the importance of vernacular advertising is only set to grow. Brands that can master the art of speaking to consumers not just in their language, but with an understanding of their cultural context, will be best positioned to build lasting relationships and drive business success.

In conclusion, the shift towards vernacular advertising in India represents more than just a change in marketing tactics. It's recognition of India's rich cultural diversity and a commitment to connecting with consumers on a deeper, more personal level.

As Kelkar aptly puts it, “If you want to build real, lasting relationships with your audience, you need to speak their language, not just in words, but in intent, emotion, and authenticity. The brands that master this will be the ones that stay ahead.” In the vibrant, multilingual tapestry of Indian advertising, it's clear that the future belongs to those who can weave their messages seamlessly into the local fabric, creating campaigns that don't just speak to consumers, but truly resonate with them.