Vernacular Advertising

By Megha Gupta PGDPC-XV

About Vernacular advertising:

Vernacular advertising means using a local language or dialect native to a region or country rather than a literary, cultured, or foreign language. It aims at company’s goal of getting in touch with their desired target audience by using the local language of that particular country or state to ensure a better and a long lasting impression.

Vernacular advertising includes:

• A sign of progress
• Don’t just talk, engage
• Speaking to the target audience
• Tap in, tune in

Current Scenario of Vernacular advertising:-
Marketing through advertising is considered an important variable in the global business. Advertising is, in fact, the most influential and powerful medium in the present commercial society. It creates an entire worldview, shaping our attitude and beliefs. Advertisements pervade every aspect of our life and most of us are hardly aware of it.

In the present scenario vernacular advertising is what most of the companies are doing to get in touch with there target audience. Recently, companies have started taking a step towards better understanding of the impact of local language and dialects in advertising. For instance, Tata Indicom launched its first exclusive Hindi website so that it can not only connect but inform better!

I believe that it’s the difference between talking with your audience and actually engaging them in a ‘Brand conversation’. For long time advertising was a one-way street. We told the consumer something and hoped that they would react in a positive way – and for a while it worked. But we’re now faced with great challenges because audiences have gotten smarter, more aware.

With the rise of social networking platforms, consumers suddenly have the ability to create and propagate their own messages. With greater access to the Internet, consumers have more information with which to empower themselves in order to make more informed purchasing decisions. And now with the advent of technologies like PVR, they have an even greater power – to choose whether or not to absorb brand messages. With new obstacle, we must seek to find new ways to talk to our audiences and smarter ways to solve business problems in the language known or even unknown!
There are many insights in this country that we can tap into to help us create relevant and memorable advertisements that not only solve our clients’ business problems but deliver in the creative stakes. Insights that maybe we’ve become desensitized to but the world is probably waiting to lap up and I believe it’s high time we took bigger advantage of that, from a relevance and effectiveness point of view, is a godsend in a time where budgets are tight and advertising is being called upon to become more accountable as a business solution. Perhaps, what we see as obvious does not work. When I talk about vernacular advertising, it is just not traditional radio advertising that I am aiming to discuss. There is some conventional thinking which suggests that radio (due to its specific reach) is primed for advertising in the vernacular, and the common assumption is that vernacular radio advertising makes sense and works in harmony to promote better brand value. Unfortunately, radio spend still constitutes a very small piece of the media pie when TV is added into the mix. In nutshell, the thesis aims at specifically exploring whether or not consumers can recall vernacular ads, if so which are top of mind and as a secondary objective looking at drawing conclusions as to whether or not vernacular advertising aids relevance, brand appeal, persuasion and understanding.

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