Unlocking Vernacular Marketing: How to Connect with Bharat Beyond English for Greater Engagement

Digital marketing is changing fast, especially in India. One of the biggest trends is vernacular marketing. This approach recognizes India’s rich language diversity. Brands are now talking to consumers in their own languages, moving beyond just English to reach a broader audience.

India has a population of 1.4 billion people, speaking numerous languages and dialects. While English is often considered the business language, only about 10% of people speak it fluently. Most people, around 90%, use regional languages in their daily lives. As more people gain internet access—especially in smaller towns and rural areas—brands are learning that speaking the local language builds deeper connections.

Several factors are pushing this trend. The rise of smartphones, affordable data, and a growing number of internet users in non-metro areas are all key. Reports suggest that 9 out of 10 new internet users come from these regions, where local languages are predominant. Thus, using regional languages in marketing is not just smart; it’s essential for growth.

Vernacular marketing isn’t just about translating text; it’s about creating messages that embrace local cultures and values. Brands can earn trust and appreciation when they communicate in a language that resonates with consumers. For example, many people in rural India may not understand English. If brands want to connect, they must speak languages like Hindi, Tamil, or Bengali—essentially, the languages that people feel comfortable with.

Consider the boom of regional-language content on platforms like YouTube. Videos in languages like Tamil, Kannada, and Bhojpuri are gaining tremendous popularity. This shows that people appreciate content that speaks to them in their own words. Brands can tap into this trend, crafting campaigns that resonate on a personal level.

Some brands are already seeing success with vernacular marketing. Jio, for instance, ran campaigns featuring Shah Rukh Khan in multiple regional languages. By reaching out in languages like Marathi and Telugu, Jio unlocked markets that other companies had overlooked.

Zomato is another great example. The company has effectively targeted smaller towns by running campaigns in local languages. This approach not only made Zomato more relatable but also significantly expanded its user base in areas where English isn’t spoken widely.

HUL has also embraced this strategy by tailoring ads for its household products in languages such as Hindi, Tamil, and Kannada. This makes their messaging more relevant to rural and semi-urban populations, increasing the chances of engagement and purchase.

Technology plays a vital role in this shift. With advanced translation tools and social media platforms, brands can now easily create localized content that resonates. Facebook, WhatsApp, and Instagram are critical for reaching these diverse audiences and have improved their support for local languages. Google is also championing this cause by making its tools more accessible for Indian languages, making it easier for brands to connect with local users.

However, vernacular marketing does come with challenges. Brands must ensure that their content is accurate and culturally relevant. Simply translating an English message isn’t enough; it should reflect the local culture and context. Additionally, regional dialects can vary greatly, even within the same state. A campaign that works in urban Chennai might not resonate in rural areas of Tamil Nadu, highlighting the need for tailored marketing strategies.

The rise of vernacular marketing is more than just a trend; it’s a necessary evolution in understanding India’s diverse consumer landscape. By embracing local languages, brands can foster stronger connections with their audiences. As the country continues to grow, vernacular marketing will be key to any successful marketing effort. Speaking the language of Bharat means making consumers feel heard and valued. In today’s digital landscape, it’s clear that to thrive in India, brands must speak the local tongue.