In India, internet access expands very fastly in Tier II and Tier III regions. They mostly consume the content in local languages. Most internet users are not familiar with English. So, marketers considered creating advertisements in multiple regional languages to reach the audiences in a better way. That is called vernacular advertising.
SRIDARAN BASKARAN
Most of us in the ad industry never heard of “Vernacular Advertising”. But, most of the time we use this vernacular advertising without knowing the name. The vernacular Advertising technique is suitable for countries like India. In India, many regional languages are available. Due to the low-cost internet availability, online content consumption in India is rising steadily. Also, most Indian users prefer to read or watch online content in their own language than in English.
Let’s consider, the famous car company Kia planned to run video ads in India. Normally, they create advertisements only in the English language. But, creating ads in one common language will not be helpful in India. Because most of the regional internet users are not know the English language better. So, Kia needs to dub or create video ads in regional languages and deliver the ads based on the user’s language.
What Is Vernacular Advertising?
Who Can Use Vernacular Advertising?
What Are The Advantages Of Vernacular Advertising?
What Is Vernacular Advertising?
To understand vernacular advertising you must understand the meaning of the word “vernacular”. Vernacular means the language spoken in a particular area or by a particular group of people, especially one that is not the official or written language. So, vernacular advertising indicates the process of creating advertisements in regional languages and delivering them to the correct group of people. Finding the language of the content is not a complicated process. So, marketers can deliver vernacular ads based on the content language.
Many of you have recently seen Gasagrand ads in regional languages. So, these advertisements can reach audiences who are not capable of reading and writing English languages.
In India, internet usage is increasing every year, and people from rural areas also accessing the internet now. They mostly access the content in their own language. So, publishing advertisements in a common language like English is useless. Marketers spend huge money on online advertising so they are expecting to use their money in an effective way. The vernacular advertising method is very useful for marketers who run their advertising campaigns in countries like India.
Who Can Use Vernacular Advertising?
- Global brands can use vernacular advertising methods to compete with local brands.
- Brands should analyze and understand their audience. If their audiences are regional based or language based then they can use vernacular advertising methods.
- Speaking in their language will help to increase the trust and engagement rate.
- Vernacular advertising is more suitable for TV ads and Video ads.
Advantages Of Vernacular Advertising?
Marketers spend their hard earned money on digital advertising to expand their businesses. So, they expect to spend their money in an effective way. Marketers run the advertising campaign to share promotional messages with their audiences. So, delivering the advertisement in the audience’s language is having many advantages.
- Global brands can use vernacular advertising methods and deliver the advertisements in local languages will help them to increase trust in new locations.
- The vernacular advertising method has a higher engagement rate in countries like India.
- Advertisements in understandable language will create more impact than usual advertisements.
- Localized vernacular ads are very successful in the Indian market. The regional language speakers in India will reach around 76 million in the next four to five years. So, creating advertisements multilingual is very important for success.
- Many studies proved that vernacular advertising is a successful advertising method for India.
