thesis presentation on vernacular advertising
DESCRIPTION
Thesis Presentation on Vernacular Advertising, by Megha Gupta, Student Executive, The Delhi School of CommunicationTRANSCRIPT
Vernacular AdvertisingGlocal v/s Regcal Approach
Presenter: Megha Gupta
PGDPC XV
V/s
Definition
Using a local language or dialect native to a region or country rather than a literary,
cultured, or foreign language
In simpler terms
Global
Glocal
Regcal
Lingo blunders
• Electrolux in an American Ad campaign:“Nothing sucks like an Electrolux”
• Coca-Cola in China:Ke-kou-ke-la
“bite the wax tadpole” or “female horse stuffed with wax”
• Pepsi in Taiwan“Come alive with the Pepsi Generation” came
out as “Pepsi will bring your ancestors back from the dead”
• KFC in China“finger-lickin’good” came out as “eat
your fingers off”
• Nova in S.AmericaNo va means “it won’t go”
• Pen in Mexico“It wont leak in your pocket and make you
pregnant”
Universal imperatives
• A sign of progress• Don't just talk, engage
• Speaking to the target audience• Tap in, tune in
Current Scenario
• Better understanding of the impact of local language on advertising
• Talking with your audience V/S engaging them in a “BRAND CONVERSATION”
• Local Indian partners for international advertising firms
• Mumbai, no more the centre of advertising business
Not a new concept
• Horlicks- East and South
• Kaya- 'need-based communication‘
Vernacular Content market in India
English
level
English literacy level
Let’s dig in!
A common myth:Vernacular content should be restricted to
radio
Scope for“Vernacularity”
Hindi and other regional language newspapers surpass English newspapers in terms of
readership
The Rulers
A similar story…
Growing popularity
Multinational brands picking the model to penetrate into rural India
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
• National brand decides to go 'regional' to take market share away from strong local players or price warriors
• And vice versa
Bi-lingual advertising
Advertisements have to walk a fine line between incorporating Indian languages and avoiding
the stigma of ‘poor language’
The josh machine
Taste bhi, health bhi
Mirchi sunne wale always khush
Which advertisements grab your immediate attention?
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
???
Does it become any less irritating when they speak to you in your own language?
Do you find "great deals", "exclusive packages" and "today only" offers any more persuasive
when they are in your dialect?
Idea trumps language
• How about a bad concept in immaculate regional language?
• If a concept is right, let's not debate language
Thin line of difference
Translation
Adaptation
• Virgin Mobile Tamil & Hindi Ad
The common way
• Keep the plot similar, change the protagonist
• L'Oreal- Penelope and Aishwarya
• Thanda matlab Coca Cola Campaign- Aamir and Vikram
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’!
South African research
To explore whether or not consumers can recall vernacular ads?
phase study
• Phase I: Qualitative research Five 2 hour focus groups
• Phase II: Quantitative research 400 Ad hoc study
Outcome
• Respondents did remember seeing vernacular content, news being the most cited example
• Top of mind vernacular advertising was almost non-existent
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
LSM B’s response
• 50% claimed to see vernacular advertising
• Nearly all (87%) could verify by recalling the exact advertisement and brand
No formula
• Don't translate from English, create proper vernacular scripts instead
• Use the right dialect
• Simple language is best - don't confuse consumers
…
• Use the right characters
• And make it catchy/entertaining
What would you prefer-
The creative pie
Which advertisements do you think are more
reliable?
Quantum of effort
• Potential size of the market
• Extent of the brand's penetration
Popularity stakes
• Tamil Nadu, Andhra Pradesh and West Bengal
• Maharashtra, Karnataka and Kerala
Active categories
• FMCG & Colas
• Talcum powder in South India and skin care products in West Bengal
• Luxury brands- Rural Punjab
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
Responses
No. of respondents:
: 51%
: 49%
1
How many languages are known to you?
What do you do when an advertisement comes while
watching T.V?
Zip the channel
Put the medium in mute mode and start doing my work
Watch the advertisements
Watch the advertisements if the product is meant for me
7
5
13
16
When did you last see an advertisement in your
regional language?
Which medium did you see/hear it on?
Advertisement in local language as per you, is
most suited to-
How often do you come across such regional
language ads?
Would you prefer seeing advertisements in your
local dialect?
What are you likely to remember more?
What according to you persuades more?
Whom do you think the advertisements in regional
languages target?
Which genre of advertisements fit better in regional language bracket?
Living away from your home town, would you still like to hear or see advertisements in your language?
Definitely29%
May be61%
Never10%
Regional ads for you symbolize-
Conclusion
To be or not to be depends on:
1.Target Audience2.Brand Image
Acknowledgements
• Parents & Almighty
• The Delhi School of Communication
• Prof. Ramola Kumar
• Miss Rupanjali Lahiri
…
• My friends- PGDPC XV
• Seniors- PGDPC XIV
• Respondents
• Miss Sony Kumari, Miss Piyali and Miss Sunaina Chaturvedi
…
• Shaukinder Bhaiya, Vijay Bhaiya
• PGDPC XVI