Television

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

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

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/10/13/photogrid_plus_1634119198492.jpg?itok=L_8ZOnTs

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.

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/21/img_21102021_175043_800_x_800_pixel.png?itok=PNYBKHZz
Zeel-Invesco tussle: Bombay HC directs Zeel to call for EGM

Mumbai: The Bombay high court asked Zee Entertainment Enterprises Ltd (Zeel) to call for the extraordinary general meeting (EGM) requisitioned by Invesco Developing Markets Fund on Thursday. Zeel must inform the court of the EGM date by Friday morning.

Television TV Channels GECs
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/21/img_21102021_133722_800_x_800_pixel.jpg?itok=vhRQGg5e
July-Sept TV ad volumes show highest spurt in 2021: Barc

Mumbai: Ad volumes on television continue to post healthy growth, with the July-September quarter registering 461 million seconds of advertising – which is the highest this year, as per Broadcast Audience Research Council (Barc) India’s July-September 2021 Ad Volumes - Special Festival Edition...

Television TV Channels Viewership
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/21/anr.jpg?itok=caB18OxN
IN10 Media’s Gubbare supports child education with Smile Foundation

With the education of children impacted by the pandemic, IN10 Media Network’s kids channel Gubbare has joined hands with leading non-government organisation Smile Foundation to support its Shiksha Na Ruke campaign.

Television TV Channels News Broadcasting
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/21/book.jpg?itok=gYXUgnGI
Media tome throws light on the biz growth pre and post pandemic

The Indian media business is estimated to be a $19 billion industry in 2021, according to veteran business journalist Vanita Kohli-Khandekar. On 20 October, Khandekar inaugurated the fifth edition of her book ‘The Indian Media Business: Pandemic and After’ published by Sage Publications India at a...

Television TV Channels News Broadcasting
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/aaj.jpg?itok=aNpt9Gh_
Aaj Tak Bangla's Durga Puja coverage goes beyond food and pandal hopping

Durga Puja is the time of the year that puts Bengal on the global itinerary of culture and festivities. For Bengal, Durga Puja is not just a festival but also a celebration of art, history, heritage, and homecoming.

Television TV Channels Regional
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_161133_800_x_800_pixel.jpg?itok=avsj-hxA
NTO 2.0: Times Network publishes new RIO

Mumbai: Times Network has published its reference interconnection offer (RIO) issued under telecommunications (broadcasting and cable) services interconnection (addressable systems) regulations, 2017 for all distribution platforms. The new RIO will be effective from 1 December onwards.  The tariffs...

Television TV Channels News Broadcasting
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_142756_800_x_800_pixel.jpg?itok=Mb5skioU
Red FM launches ‘Totka Chalao, India Ko Jeetao’ campaign for World Cup

Mumbai: Radio and entertainment network 93.5 Red FM has kick-started its World Cup campaign called ‘Totka Chalao, India Ko Jeetao.’ The campaign will be rolled out in 40 key markets across the country. Capturing the passion and craze of fans, Red FM will celebrate the ‘totkas’ and will have RJ’s...

Television TV Channels Music and Youth
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_141022_800_x_800_pixel.jpg?itok=DAMHQ7Fq
AR Rahman returns as BAFTA Breakthrough India ambassador

Mumbai: The British Academy of Film and Television Arts (BAFTA) has announced AR Rahman as the Breakthrough India ambassador for another year as they invite a new round of applications in India for the programme. Supported by Netflix, this programme will be open for prospective talent across the...

Television TV Channels News Broadcasting
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/10/20/img_20102021_113749_800_x_800_pixel.jpg?itok=_zNg5lCy
TV9 Network appoints Anshuman Tiwari as editor, Money9

Mumbai: TV9 Network has strengthened the leadership of TV9 Digital and appointed Anshuman Tiwari as editor of Money9. Veteran journalist Rakesh Khar will assume a larger role as business and economy editor of the network. Tiwari is a recipient of the Ramnath Goenka Award, the WAN-INFRA...

Television TV Channels People

Sign up for our Newsletter

subscribe for latest stories

* indicates required