Carolina Marialva Baldo, Brand Manager at Freedman International, on India’s linguistic diversity.
The business opportunity is huge in India, with brands such as Reddit identifying the region as a key short-term growth market. However with 22 official languages and over 1,600 dialects, it’s no easy feat to bring a global marketing campaign to India. Get’s Carol’s take on how tailoring your marketing efforts to specific linguistic groups can significantly enhance engagement and increase your chance of success in the region.
Languages spoken in India
India’s ever growing consumer base makes local languages more relevant than ever. Hindi, spoken by over 40% of the population*, is the most widely used language and the third most widespread in the world (609.5 million speakers in 2023), but there is no single national language. Hindi and English are used for national government and judiciary purposes, but other languages like Bengali, Telugu, Marathi, and Tamil also have a substantial number of speakers. 22 of these are recognised as ‘scheduled’ languages (recognised in the Constitution**), and each state can set its own official languages.
Determining the right language for brands to use in India might be challenging, but keep in mind that the large Indian market size means even ‘minority’ languages like Bengali, Tamil, and Telugu still reach millions of speakers.
Although English is one of India’s official languages, it tends to be mainly spoken by the elite. Localising content in regional languages allows brands to reach more of the population and maximise the impact of bringing a campaign to India.
Regional differences across India
Different regions in India have distinct preferences and consumption patterns and unique cultural identities, often closely tied to the spoken language. For instance, while Hindi is widely spoken in the north, Tamil and Telugu dominate the south, which means that a successful campaign in north India may not resonate in the south. Understanding these regional nuances will help in crafting targeted marketing messages.
Cities are melting pots with an array of languages spoken due to the influx of people from different regions. For example, major cities like Mumbai and Delhi see a blend of languages such as Marathi, Gujarati, Punjabi, and Bengali, in addition to Hindi and English. Recognising and adapting to these linguistic shifts can enhance marketing engagement in urban areas.
Similarly, with the rise of digital platforms, setting language preferences in applications and websites is increasingly important. Customising digital content to support regional languages ensures broader accessibility and user satisfaction. This involves not only translation but also adapting the user interface and experience to suit regional linguistic nuances.
How to adapt your marketing for Indian consumers’ preferences
Effective localization goes beyond translation. It involves adapting content to fit local cultural norms, values, and preferences. Ensuring that the brand message is not just understood, but appreciated and embraced by the target audience. Understanding nonverbal cues, which can include gestures, body language, and facial expressions, is also essential for effective communication.
As with all markets, it’s also important to consider India’s specific advertising regulations, especially sensitive topics such as health, religion, and gender. Ensuring compliance with local laws and ethical standards is essential to avoid legal issues and preserve brand reputation.
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Sources:
*According to the latest Census of 2011, 43.63% of the people in India could speak Hindi.
** The Eighth Schedule to the Constitution consists of the following 22 languages: (1) Assamese, (2) Bengali, (3) Gujarati, (4) Hindi, (5) Kannada, (6) Kashmiri, (7) Konkani, (8) Malayalam, (9) Manipuri, (10) Marathi, (11) Nepali, (12) Oriya, (13) Punjabi, (14) Sanskrit, (15) Sindhi, (16) Tamil, (17) Telugu, (18) Urdu (19) Bodo, (20) Santhali, (21) Maithili and (22) Dogri.
