Mirchi’s 'Proudly Local' campaign nudges brands to go local

Releases 12 ads in Amharic, Chinese and Korean to pique marketers’ interest.

Mumbai: Music and entertainment company Mirchi has launched its latest campaign called 'Proudly Local' with an aim to build awareness around the importance of being ‘multi-local' for brands and marketers.

The campaign is based on the findings of the last government census (2011) according to which over 500 million people in India do not speak Hindi and over one billion people do not speak English. Through this campaign, Mirchi aims to create an understanding of India’s linguistic diversity and the need for brands to integrate local language, insights, and nuances in their communication across platforms in order to connect with their audience.

Mirchi took to print and digital formats releasing 12 advertisements across three cities in foreign languages including Amharic, Chinese and Korean. This cheeky campaign is intended to put marketers in the shoes of local consumers who do not connect with the Hindi or English marketing initiatives targeted towards them.

“We are the largest hyperlocal music and entertainment brands in the country. Over the years we have grown to cater to numerous markets within India, in their local language, through a multitude of our offerings—radio, digital content, original content and on-ground activations. We understand the importance of speaking in the consumers’ language and the power it holds to connect with them," stated Mirchi executive president Nandan Srinath.

Through these incomprehensible ad copies, Mirchi piqued the interest of marketers across India, and subsequently redirected them to its microsite highlighting the diversity of India’s lingual ecosystem and the need for ‘multi-localisation’. As part of the campaign, Mirchi is also providing access to a white paper on 'Marketing to the real India in post-pandemic times' which delves into the intricacies of strategising for Indian markets in the new normal, shares case studies, and provides an understanding of impactful hyperlocal solutions.

“Through the launch of our Proudly Local campaign we want to create awareness about not just the language barriers that are still prevalent in the marketing community, but also the need to examine local nuance and insights, local knowledge, local mediums and local action. Our client’s brands perform differently in each of their markets, and we help craft solutions across multiple media based on our local teams’ local insights,” Srinath further said.

Throughout the course of the campaign, Mirchi aims to share its insights, platforms, content, and other curations with brands across India to help them connect and engage with their target audience.

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