Thesis Presentation on Vernacular Advertising, by Megha Gupta, Student Executive, The Delhi School of Communication

1. Vernacular Advertising
Glocal v/s
V/s Regcal Approach
Presenter:
Megha Gupta
PGDPC XV

2. Definition
Using a local language or dialect native to a
region or country rather than a literary,
cultured, or foreign language

3. In simpler terms
Global

5. Glocal

7. Regcal

8. Lingo blunders
• Electrolux in an American Ad campaign:
“Nothing sucks like an Electrolux”

9. • Coca-Cola in China:
Ke-kou-ke-la
“bite the wax tadpole” or “female horse stuffed
with wax”

10. • Pepsi in Taiwan
“Come alive with the Pepsi Generation” came
out as “Pepsi will bring your ancestors back
from the dead”

11. • KFC in China
“finger-lickin’good” came out as “eat
your fingers off”

12. • Nova in S.America
No va means “it won’t go”
• Pen in Mexico
“It wont leak in your pocket and make you
pregnant”

13. Universal imperatives
• A sign of progress
• Don't just talk, engage
• Speaking to the target audience
• Tap in, tune in

14. Current Scenario
• Better understanding of the impact of local
language on advertising
• Talking with your audience V/S engaging them
in a “BRAND CONVERSATION”

15. • Local Indian partners for international
advertising firms
• Mumbai, no more the centre of advertising
business

16. Not a new concept
• Horlicks- East and South
• Kaya- 'need-based communication‘

17. Vernacular Content market
in India

18. English
level

19. English literacy level

20. Let’s dig in!

22. A common myth:
Vernacular content should be restricted to
radio

23. Scope for
“Vernacularity”
Hindi and other regional language newspapers
surpass English newspapers in terms of
readership

24. The Rulers

25. A similar story…

28. Growing popularity
Multinational brands picking the model to
penetrate into rural India

32. The rise of regionalism
• With increase in consumption, demand
for local increases
• Media rates are much higher in the
metros, the shift in spends is significant

33. • National brand decides to go 'regional' to take
market share away from strong local players
or price warriors
• And vice versa

34. Bi-lingual advertising
Advertisements have to walk a fine line between
incorporating Indian languages and avoiding
the stigma of ‘poor language’

35. The josh
machine

36. Taste bhi, health bhi
Mirchi sunne wale
always khush

37. Which advertisements grab
your immediate attention?

38. If you talk to a man in a language he
understands, that goes to his head
but
If you talk to him in his own language it goes to
his heart

39. ???
Do you find "great deals",irritating when they
Does it become any less "exclusive packages"
and speak to you in yourany more persuasive
"today only" offers own language?
when they are in your dialect?

41. Idea trumps language
• How about a bad concept in immaculate
regional language?
• If a concept is right, let's not debate language

42. Thin line of difference
Translation
Adaptation

43. • Virgin Mobile Tamil & Hindi Ad

44. The common way
• Keep the plot similar, change the protagonist
• L'Oreal- Penelope and Aishwarya
• Thanda matlab Coca Cola Campaign- Aamir
and Vikram

45. Reasons for poor
adaptation
• An advertising agency do not have a rainbow
team to cater to a rainbow nation
• Translators are hired and not ‘adaptors’!

46. South African research
To explore whether or not consumers can
recall vernacular ads?

47. phase study
• Phase I: Qualitative research
Five 2 hour focus groups
• Phase II: Quantitative research
400 Ad hoc study

48. Outcome
• Respondents did remember seeing vernacular
content, news being the most cited example
• Top of mind vernacular advertising was almost
non-existent

49. LSM A’s response
• 46% of respondents claimed to see vernacular
advertising
• Almost half could not remember what ads
they had seen
• Few did mention vernacular but what they
remembered was an eclectic mix

50. LSM B’s response
• 50% claimed to see vernacular advertising
• Nearly all (87%) could verify by recalling the
exact advertisement and brand

51. No formula
• Don't translate from English, create
proper vernacular scripts instead
• Use the right dialect
• Simple language is best - don't confuse
consumers

52. …
• Use the right characters
• And make it catchy/entertaining

53. What would you prefer-

54. The creative pie

55. Which advertisements do
you think are more reliable?

56. Quantum of effort
• Potential size of the market
• Extent of the brand's penetration

57. Popularity stakes
• Tamil Nadu, Andhra Pradesh and West Bengal
• Maharashtra, Karnataka and Kerala

58. Active categories
• FMCG & Colas
• Talcum powder in South India and skin care
products in West Bengal
• Luxury brands- Rural Punjab

59. Straight from the horse’s
mouth
• Vernacular advertising is considered
non- premium
• Does not work with certain categories/
brands/ images
• Depends on whether you want to be
aspirational, confrontational or
congregational

60. Responses
No. of respondents: 1
: 51%
: 49%

61. How many languages are
known to you?

62. What do you do when an
advertisement comes while
watching T.V?
Watch the advertisements if the 16
product is meant for me
Watch the advertisements 13
Put the medium in mute mode and 5
start doing my work
Zip the channel 7

63. When did you last see an
advertisement in your
regional language?

64. Which medium did you
see/hear it on?

65. Advertisement in local
language as per you, is most
suited to-

66. How often do you come
across such regional
language ads?

67. Would you prefer seeing
advertisements in your local
dialect?

68. What are you likely to
remember more?

69. What according to you
persuades more?

70. Whom do you think the
advertisements in regional
languages target?

71. Which genre of
advertisements fit better in
regional language bracket?

72. Living away from your home town,
would you still like to hear or see
advertisements in your language?
Never
10%
Definitely
29%
May be
61%

73. Regional ads for you
symbolize-

74. Conclusion
To be or not to be depends on:
1.Target Audience
2.Brand Image

75. Acknowledgements
• Parents & Almighty
• The Delhi School of Communication
• Prof. Ramola Kumar
• Miss Rupanjali Lahiri

76. …
• My friends- PGDPC XV
• Seniors- PGDPC XIV
• Respondents
• Miss Sony Kumari, Miss Piyali and Miss
Sunaina Chaturvedi

77. …
• Shaukinder Bhaiya, Vijay Bhaiya
• PGDPC XVI