What this BrandMasters episode teaches about privacy-first marketing

Music Ladies and gentlemen, good evening and welcome to episode 3 of Brand Studio Live. I'm Rameet Arora and I have a brand new set of brand masters in the newsroom today. Hosted jointly by HD Brand Studio and DMA Asia, Brand Studio Live was created to bring thought leaders in marketing across the country together with a new theme every month. The combined wisdom of these brand leaders allows us to reimagine our work, gives us a chance to be better and to be inspired and to learn best. And today, we've really got the best among us.

Without further delay then, let's get to today's episode and meet our brand masters. As marketeers and brand architects, we're all aware that language users on the Indian internet are growing at a staggering rate. From now to 2021, non-English internet users in India are expected to grow at a CAGR of 18%. Compare this to English users and that number is 3%. Over the next three years, it is estimated that vernacular users will be about 75% or will become about 75% of India's digital user base.

Thanks to wider internet proliferation, inexpensive data, more digital literacy, the future certainly looks like it's vernacular, not English, at least in India. More statistics. More statistics. Nearly 68% of internet users today consider vernacular digital content as more reliable than English. And when I say reliable, it's also more trustworthy. 44% of vernacular users actually say that they are challenged by product descriptions and reviews which are written in English.

And 45% of users, research indicates, actually find it uncomfortable transacting in a language other than their own. As brands cater to a fast-growing, ever-evolving digital consumer base, they can no longer ignore the fact that a majority of their customers will actually consume content in a language of their choice. Are we ready is the question. What are our challenges? What do we need to address?

How do we ensure that this vernacular future does not just belong to a bunch of people who are on the internet and lots of people who are trying to create content on the internet, but also to the brands who need to reach out to their audiences? That's what this group is going to get behind today. What is the best way for digital to get behind the vernacular future? On that note, I think we are set for episode 3 of Brand Studio Live, The Future is Vernacular. My first guest today is a dear friend and an erstwhile colleague.

Prior to starting his own venture, Pops, actually K.V. Shridhar, but known to many of us as Pops, was the chief creative officer of Sapien Nitro, a job that he quite shocked us by taking as head of a technology company after three decades in advertising. Before Sapien Nitro, Pops was the national creative head of Leo Burnett India. He spent close to 40 years in the advertising industry and many iconic brands like Thumbs Up, Limca, McDonald's owe a lot of their brand luster to the work that he's done. Needless to say, he's the youngest among us today.

Pops today will talk to us about the inevitable wave of regional content that's going to compel us to rethink marketing. In my brief conversation with him a couple of days ago, he called it the language tsunami, which is perfectly put in the copywriter's two words. Though you weren't a copywriter, you were an art person all your life. But I always used to copy. But you always used to copy. Welcome to HT Pops and Overtime. We are not one nation. You know, if you were to actually say that on linguistic basis we joined all the states together.

The interiors of this country, whether you go to any state, you go to Andhra, and then you go to Sri Kavakulam, and then you go to Anantapur, and then you go to Telangana, you go to the coastal Andhra. They all speak different languages. They all cook differently. They all live differently. They all celebrate even the festivals differently. How can we be one? And though the human spirit is one, you know, we all are Indians at a larger picture. But when it comes to a lot of other habits, we are the same. What we were 100 years back or 150 years back.

Speak the same language, eat the same food, and celebrate the same festivals, and then do everything the same. That is one issue. One huge issue. Today, you know, you are even seeing on linguistic basis, Andhra and Telangana have become two bitter rivals, two different states. One part of the state of Telangana cannot understand the language of another part of Andhra. Script is the same. Language is the same. Same vanilla movies used to be made. Imagine the movies of the 70s. 70s movie every South Indian used to understand. Today, I go and sit there.

I don't know a thing. They talk about some Haryanmi, which is not even Hindi. So the dialects have become such an important part of it. And then we are also talking about a country which is still 70 to 75 percent illiterate, cannot read and write. And even if we wait to take into consideration the meaning of read and write in our country is, read your own name and then write your own name. Not reading a newspaper like in Kerala. If you can write your name, if you can read your name, you are a literate guy. So how are we going to talk to those people?

And thanks to all the technology which is coming in, voice is a boon. Today, voice-driven phones of Jio is just 50 million today. And it is going to cross 100 million by the end of this year. And then you are going to have 350 million by 2020. 200 million voice-driven telephones are there. You don't have to read. You don't have to write. You just have to learn. You just have to say it in your language. It has got AA built into it. It can understand, builds its own library the way you pronounce. It is not like Siri.

Siri understands only American English by great difficulty. Indian English now. But vernacular languages can't. So there's a lot of work which is happening. That's the reason why I said that there is going to be a vernacular tsunami which is going to come. And then if you don't understand this fact, people who have been in FMCG last 15, 20 years, they have learned in a bigger, better way that the competition is not the other FMCG guys. Competition is local brands. Why are local brands are becoming such huge phenomena?

Because they talk to people in their own local language, local idiom, connect with them culturally. Why the hell I want to see Arnav Goswami dubbed in Tamil? Do I? For every one single English channel, there are 20 regional language channels, 20 channels in Karnataka, 20 channels in Tamil Nadu. And 60 to 70 percent of all feature films made in this country are made from these two languages, three languages, Telugu, Tamil and Kannada. So people consume language in their own mother tongue.

And then we had absolutely, actually if you wait to divide the way Google puts it, the first hundred million internet users, their needs are different, are completely different. They need convenience. They want Facebook. They want YouTube. They want something else. They want to chat with people. They want to take pictures. They want to edit films. They want to do all that. But today, the rest of 250 million internet users or 350 million internet users of tier 2, tier 3 cities, what do they want?

And next 600 million, which is going to happen by 2025, what do they want? Without we know, before we even realize that our children have grown up, we are going to have 1 billion people consuming in their local language. English is going to become minuscule. Not even 1% of the people who consume English content today. 40 to 45% of the people consume Hindi content. 30 to 33% of people are consuming their local language content. And local language content is growing faster than Hindi. It is growing at 60%.

So, it is voice which is going to drive the internet usage. And there are a lot of things, you know, which can actually solve the problems of this country. It is not Ubers of the world which is going to change the entire landscape of India. It is the red buses which is going to change. It is agriculture. It is education. It is healthcare. These are the things, you know, double with artificial intelligence and voice. What do you need? There is a company from Bangalore called Doctors' App.

It is connecting 10,000 people every month from rural India to specialist doctors via video call. They don't have to do anything. They can talk. They can see. And then they give medication. And then medicines have been dispatched to them. And there is another company. All these are the silent revolution which is happening. There is another company based out of Bangalore called 21 Language AI. And then they are creating a platform through which you can create your advertising in any local language.

Your website, advertising, you know, whatever you want to do. So, to me, the most important thing to understand is Vedruta. And it is not, you know, we have seen what happened to Europe. It is all fight against one language, you know. Nobody wants to give up their language. Every 20 kilometers a dialect changes. How are you going to cope up with that? Even ham radios cannot cope up with that. We are differently wired people. And then we need to understand that how do we market to them?

How can we find a purposeful role in their life so that we can better their life and they can embrace that? Today, Nielsen's study is saying that more women in rural areas are adopting to internet than men. It's entirely opposite to the perception which we have. Correct. And what is that which women are doing? Women are educating their children. Women are actually helping their husbands in farming. They know the prices of commodities. And Tata's and Google has been doing this entire sati or something, you know,

where they actually have taken carts and vans inside the villages and then started teaching people what the internet do to them. And they are adopting. So, there are a lot of things, you know, which technology can play a role in people's life. The moment you understand that what role you wanted to play in their life and then you solve that purpose for them and you are going to be embraced. Okay. So, let me start with the first question, Pops, which is as an ad person, as an ad man, and that's been the core of what you've done in all these years.

A lot of the advertising innovation, or maybe that's all we see because when we see what wins at Cannes and whatever other advertising awards, it's all English and Hindi. There is very little advertising innovation happening in language on the internet. Do you see that changing? Do you see a role for this lot of marketers in innovation, in advertising? It will change. It has to change. You know, if it doesn't change, you are not serving the purpose. You know, there was a time advertising industry was full of convent-educated Englishmen,

you know, so to say, and then came in people from other languages, you know, and they started doing advertising, you know, at the same time. I started doing advertising with Taj Mahal Tea, which is the premium tea, brought in Zakir Hussein and then changed Ha Taj. Ha Taj meant nothing to Va Taj. The same time, you know, Piyush was doing in Bombay, you know, a lot of work on Rutt and other brands. So, as people change, as technologies change, as they reach, earlier you had no other option but to sit in front of the TV box and then watch Ramayan.

Can Ramayan be dubbed into 20 languages? It couldn't have been. But now things have changed. You know, a lot of new content, you know, today, you know, there are more regional content players which we don't know, and they are serving beautiful content. And each one is working on six to seven languages. And then we work with a lot of them, you know, look at Shimaru, the kind of content they are sitting at, not just one language, we think Shimaru is only a video library and has only Hindi content.

But they have a lot of regional content from Bhojpuri to Telugu to Tamil. So, content is king and then the way, the kind of content, which tier two, tier three people will consume will be completely different. Nobody is going to replace television and watch the entire movie on a mobile phone. So, the advertiser has no choice but to follow. They will watch a video which actually tells them how can they share an Uber kind of tractor service. That is of importance to me. Why Mahindra can't do it? Why somebody else can't do it? You know, anybody can do that.

So, that is the kind of content which we will, of course, entertainment will always be there. Along with entertainment, there are a whole lot of other things. You know, you can do, there's somebody who created an app where you can scan for breast cancer. You know, you are bringing down the health costs and anybody can do it from anywhere. So, a lot of health related, education related, agricultural related, all these kind of things which come in, in their own language, people will understand much better. So, Pops, because we are out of time,

I think that's fantastic because what you've left us with for the rest of the session is the language tsunami is not coming, it's here. It's here already. And it's not just a tsunami in entertainment. It's education, it's healthcare, it's agriculture. The trick is to find a role in the lives of the next 200 million customers and those 200 million customers is actually hundreds of 5 million or 10 million customers or maybe smaller sets. So, thank you. That was fantastic. Thank you. I just wanted to add one thing. There are no customers.

There are only human beings. Yes. Absolutely. I remember that. Yes. My next guest, Archana, is an ace media professional with 20 years of experience across multiple brands prior to Airtel, where she heads media. She's worked as a country media manager with Procter & Gamble for eight years. She's been at the forefront of leading advertising agencies, including GroupM and Mindshare. Archana, given your experience with Airtel as well as with leading ad agencies, what do you think is hindering the growth of or the pace at which brands are moving

towards vernacular? It doesn't seem to be as fast or at the same speed as content seems to be moving. The internet seems to be moving much faster and content, good or bad. Brands seem to lag a little bit or is that just my misconception? What do you think is a good question? in vernacular digital. What is actually surprising to me is that when it comes to traditional media, we don't ask this question. If I look at it, only approximately 10% of the spends are on English content on television.

And vernacular is driving growth both in terms of readership and advertising on print, right? If I look at the last two to three years, digital in India has gone through a transformation with data consumption growing more than 400%. Resulted through cheaper smartphones and data which have left to this massive growth primarily. Most of this growth has come from the tier two and three cities and the new digital literates. Across the digital spectrum, if you see search, social and entertainment as you mentioned,

are the ones where the vernacular usage has exploded. Hindi searches, for example, have gone up 450%. Other language searches have gone up 180% versus English searches. 90% plus of the online content which is watched is in Indian languages. Even built for Indian apps like Daily Hunt have got around 80 million plus users and they're continuing to grow. But the question to ask is what is hindering the growth of vernacular digital spends and why are brands not moving so quickly towards vernacular in the same speed as the growth of users, right?

So, in my mind, there are two questions that you need to ask, right? What is the value these new consumers are bringing for brands, right? And second, is the vernacular ecosystem poised to manage the complexities, okay? Coming to the first question, if I look at things, e-commerce sales, for example, contribute to less than 2% of retail sales versus 23% in China, right? With an overall ticket value of one-eighth of what China gives per Chinese buyer, right? Now, obviously, the largest segment of the vernacular users are coming from the lower pop strata

and they're contributing to only 13% of online transactions versus, you know, 44% of the transactions which are contributed by the upper pop strata, which are largely English, right? Largely. So, it's 13% versus 44%, okay? I believe with economic growth, improving purchasing powers and improving digital literacy, government is planning to spend nearly $351 million to drive digital literacy among rural consumers, reaching nearly 60 million households. These users have the potential to become, you know, critical for brands' growth and success,

very much like what, you know, we see rural has become to the FMCG sector, right? The growth for FMCG are coming largely from rural. So, coming to the second question, the vernacular ecosystem is riddled with challenges like building vernacular first. We always build in English and then translate. Building in vernacular first requires talent availability, who understands the user and the language so they can build you basis that insight. Then the cost of distribution of vernacular content is quite high

and even discoverability of content becomes, is a challenge. There's another challenge of vernacular language enablement of digital payment gateways. Voice recognition, as Pops mentioned, there are so many dialects which are available in the country today. They change every few kilometers. How do you build for these kind of dialects from a voice recognition standpoint? And then, obviously, the last being the fragmentation across multiple languages increases the cost of advertising and the complexity.

At Airtel, we built keeping the consumer at the core and have adopted use of vernacular for relevant marketing campaigns, like we've done it for the Airtel TV campaign, for the Thanks campaign. It has delivered well for us. It's delivered around a 10% improvement in CTRs and around a 20% lower cost in cost per views. In fact, our vernacular spends have also gone up nearly 200% versus a year ago. But our ultimate mission of delivering an end-to-end vernacular experience is work in progress, obviously due to the limitations of the ecosystem today.

However, we believe that the evolution of voice-based interface and improvement in artificial intelligence and machine learning capabilities would create an environment where complete user journey can either be text-free or real-time language personalization will become possible and for easier vernacular users to transact online. So, I'd just like to summarize by saying that while vernacular advertising is poised for growth, challenges are still at large. And every brand needs to evaluate the potential of vernacular or languages for their business

before allocating resources towards vernacular, before they start adopting vernacular. Thank you. Fantastic. And very efficient on time. I'm going to start with a question and then open it up to the group. My question to you is, is it a stereotype? You've been on the agency side. You've been a client. Is there a stereotype that the person consuming English is more premium than the person consuming language? Is there any bias built into that? You know, I've come from a business family, okay?

And in my family, my grandparents, my parents, a lot of my uncles and aunts are not very familiar with English, right? Many of them get language newspapers at home. So, in my mind, I believe some of very rich people, people who are affluent are language speakers and they're very comfortable speaking a language other than English. Unfortunately, I think, you know, in the industry, a lot of us are very, as again, Pops mentioned that, you know, convent educated and so English speaking.

And that's the first language we have learned in school and then in college. So, obviously, we think largely in English and we've seen that the languages, if you see today nuclear families a lot, there are few languages which today families continue learning, right? And they educate their children on that language and they ensure that they speak that language at home.

But I think a lot of us are comfortable speaking English at home and especially nuclear families, people are very comfortable speaking English and that's what they encourage because that's what schools encourage, colleges encourage, right? So, there is a kind of a bias but I don't think and there could be a stereotype also but I don't think that's true, right? Because I think that there are affluent families who are language speaking and they're proud of it. Questions?

So, given your FMCG experience with PNG, what are some of the learnings that you think because FMCG's, you know, been traditionally less than a lot of people, right? Even in terms of innovation. So, when I give a context of content innovation, what are some of the learnings you think that consumer facing companies can adopt today? I'll tell you, I remember when I was in PNG and, you know, digital evolution had just started. Everybody wanted to get onto the brand wagon of digital.

But I think the biggest piece that marketers have to realize is that you need to have your digital assets in place before you embark on this journey. And the same comes if you look at it from a vernacular standpoint. You need to have your vernacular digital assets in place. That's number one before you start. Secondly, you need to figure out, is that what I want to invest in? Because is that what my consumer is? Because if I look at it, I have, we don't do digital advertising in isolation.

So, if I want to talk to my consumer, there are multiple ways I can talk. We have already discussed the fact that today, television, print, vernacular is big, right? I am reaching my consumer through a vernacular medium, through other mediums, through traditional mediums. Is it something which I have to also do for digital just because there's a growth of users happening? Is that the need of the hour today? Or is that the need of the hour maybe tomorrow or two years down the line or whatever?

And I think that's what's important in my mind from what brand marketers have to think about. Whether we should invest today or we should invest tomorrow. But I think the critical underlining fact is digital assets need to be in place before you get onto the vernacular brand wagon. Anybody else? So, to me, this whole idea about more vernacular products and more vernacular content getting built and ad money funding it, it's looking like a chicken and egg story.

Meaning that unless there is advertisers putting in money to reach out audiences who are consuming vernacular, there wouldn't be enough sort of great vernacular content that will get created, right? Because one of the key sources of revenue for all the content companies is essentially ad money, right? So, what do you think will be really the inflection point? So, while Airtel has 200% grown its digital spends on vernacular, I don't think vernacular digital ad spends is as big as English. It might be far smaller.

But the number of people consuming vernacular content is far higher than English, right? So, there is a weird conundrum. Why isn't enough ad money chasing and what will be the inflection point? As you said, it's a reality that rich families are hardcore loyalists. They read stuff in vernacular. So, what do you think is the inflection point? When will it come? What will lead to it? I don't know when it will come. I don't have answers to that. I can't look into the future. But I think even traditional media went through that cycle, right?

The kind of content available in traditional media. Or if you look at a few years ago, if I look at the language newspapers and magazines, the quality, the kind of content which was there, the quality of newspaper. Today, if you look at it, there's a huge difference, right? At that time, there was not enough advertising even in the vernacular print. But the print media realized that if they want to attract money, they need to revamp themselves, right? Today, digital has started. There has – vernacular digital has started, right?

As the content improves, as the discoverability improves, I think the media money will just follow. I don't think there is that – it will not happen. But it just depends on how long will that take for it to – even today, if you see the kind of – a lot of vernacular guys got into digital fairly late. If I look at some of the news apps or news websites, platforms, you've just seen them in the last two years that they have grown. Or they have started putting up shop and putting out content in vernacular. It's going to take some time for it to build.

But it will build. That's what I believe. There are two things, you know, two observations I just want you to clarify. One, you said it is very difficult to identify the vernacular creators. I think the numbers itself, you know, 35% of the content is created in vernacular language. Obviously, talent is there. It is somebody to discover. That's one question. Second, you said, when do we start playing regional role and then cut the budgets from national and then put into regional? I think the example which I was trying to give is also similar to that.

If you look at Tamil Nadu as a market, then you have all the money. If you look at like Titan, entire country is my market. You will never be able to spend or connect with people as Malabar, Gold or Kalyan, Jewelers will ever do. True. So those are two things, you know, when you come from regional to national or national to regional. If you change the perspective, maybe, you know, it might be a different picture. You know, I just wanted your view on that. I would just reiterate the fact that even if you go regional to national or national to regional,

the fact is, do you have assets in place first to start? Is this the only means of driving, reaching your consumer or are there other ways? Okay. I think that's each brand has to take a call and decide and do their due diligence before saying that, yes, I will just jump onto the brand wagon and start advertising. Because, you know, I remember when digital evolution started, you know, in 2000, every brand wanted to start doing digital because that was the coolest thing to do. Right?

But a lot of brands are now taking a step back and saying, was that the right decision? Right? We've had P&G pulling back digital spends globally. Right? So, I'm saying that let's learn from our mistakes in the past. Let's look at that and let's learn from those mistakes and figure out, do we need, which brand needs it? I'm saying that, is it today or tomorrow? I think that's the call most brands have to take. It's an eventuality which will happen because purchasing power of these consumers are going to grow. So, there is only scope for it to go upwards.

It's not going to go downwards anymore. It's only going to go upwards. So, it's just about what's the right time. So, on that note, thank you for a fantastic session. Yes. From strategizing long-term business goals to scripting Honda's foray into rural India, my next guest has played a major role in redefining the two-wheeler industry. What's more, for four consecutive years, he's been recognized as a marketer of the year at the IAA Leadership Awards. Ladies and gentlemen, please welcome Yadbinder Singh Guleri. All yours yet.

I think the topic was very interesting and when we are talking about the mobility business, so how we are related with use of vernacular. As we all know that two-wheeler is a basic need of a mobility. At some times, some point in your life, the two-wheeler is also a social status because we as Honda are also selling two-wheeler which is only costing 40,000 and as big as 35 lakh which is a gold wing. So, for the basic requirement of both these consumers or customers, I would say, are different.

So, definitely we need to use a mix of media to reach out to them, to cater to different needs of their mobility, whether it is related to physical, personal or social mobility when we talk about their basic needs. And considering the large geographical spread of our country, all other speakers also before me did mention that we are talking of a very typical market as such because it is a homogenous country with a heterogeneous market. Every market, whether you talk about east or you talk about south, the north, the central

part itself and the west, you hardly find a model which is number one everywhere. So, you will always find a different segment or different two-wheeler becoming popular in one particular belt. For example, when we go to, we talk about only one segment of the total two-wheelers that is mopeds. It is not that it is selling throughout the country. It is only limited to one particular pocket that is south of India. That too also out of the five southern state is only limited to one particular state. So, why it is so?

So, it is again, you know, related to what are the needs of that particular customer from, which are being fulfilled by that segment. So, that's very important to know. And then how do we reach out to them? How do we explain our product to them? Again, depends upon the consumer and your target audience. Talking about vernacular, it again depends which segment we need to reach out to. From our standpoint, we have been, you know, picking up the segment, the two-wheeler, which

two-wheeler, which target audience and how much to depend on that vernacular medium. I think Ajna very well said that earlier that depending upon, you know, your assets in hand and how much you are going to use the different medias to reach out to your target audience, it all depends on them. And obviously, the purpose of that particular communication or campaign, which is targeted towards your audience. So, we do take a mix of all those things and whether sometimes in outdoor, sometimes, you

know, it is like just before Diwali, we also did a, you know, web series of a particular Dubai family. How to, you know, give the name to the family, which is having, you know, some connect with a larger audience. And then the final episode of that particular web series was Diwali. So, and very subtly, how we, you know, placed our products, which, you know, was not overweighing the complete story of that web series. But still, you know, there was a brand which was part of the family and trying to cater to needs of the different members of the family.

Because it was a complete family having a grandma and, you know, youngest member in the family with a grandkid and they were, you know, husband and a wife, daughter in the family. So, which product they are using? Obviously, it was a Honda product, which was catering their, you know, needs. So, it was a mix of that. But again, it was only in Hindi. Was it, you know, would it have made a sense for us as brand or to dub it and then use it in different languages? I don't think so.

Because at times, what you make as a, whosoever is a creative director, once he is building up a story or a communication, it is keeping in mind a particular audience. Once you start making it, okay, I have to make it a universal kind of audience, you may not be able to do justice. Because it is not possible for, you know, one human being to think of, okay, if I am making this as a content or a, you know, new communication, it can address and connect with each and every customer in every nook and corner of our country.

We need to have many regional CMOs, you know, to really do that. So, how we do that in case of our budgeting, in case of our, you know, national campaigning and the regional campaigning that we have a national budget and we have a national budget. We only decide a framework to keep the brand communication intact so that we don't go out of the limits and then leave it to the creativity of our regional teams to work out in within that framework to address to the particular segment or to their local customers.

That's how we do it as a mix of vernacular as well as the national communication. A wonderful takeout from what you said was that while stories are universal, storytelling actually is a lot about language and therefore, you know, the person who's telling the story can't be expected to tell it in multiple languages in the same way. Story can be the same but you need to retell that story each time and I think that's a great point. You need to be customized, you know, based on the regional.

Sometimes in mindlessly translating, we forget that, you know, storytelling is also an art and language is a very important part of it. Are there any questions? So, other than the reaching out to audience in a regional language, do you also address customer care in their own language? Yeah. So, what we did that we tried to understand the bigger market. I think Pops also, you know, talked about we have top four or five markets which contribute to more than 60% of the total

tool is sold in the country and which are the languages of these customers. So, we have chosen the three languages which covers almost 60 to 70% of my total, you know, market and these are Tamil, Hindi and English. So, in our call center, so we took up, you know, a judicious decision and that we will have three languages which is more or less covering, you know, most of our customers who are reaching out to us to address, okay, in case they have some grievance or in case they want to have, you know, some information about our products or our services.

So, I think both Pops and Arshana were referring to some sort of a confirmation bias in some case where a lot of people like us even in this room are coming from English language backgrounds and when we become media buyers in some ways that bias translates into how we buy media. So, what are the kind of metrics you look to in sort of comparing languages? Like is it more like ad outcome per rupee spent or is there something else? Not exactly that we are measuring in that, you know, from that point of view. So, whenever there is a campaign,

we have in over the years, you know, evolved earlier maybe we were having more languages, you know, just maybe sort of followed what is being as a trend in the industry. We were having 14 on 15 languages, and then we were translating them any campaign for print or even dubbing it for the TV commercials. And then we have, you know, shortlisted down to only now 9 or 10 languages. So, still we are able to reach out to the audience which we are targeting. So, not a real metric as such, but again, it depends on the product and the segment.

So, if it is on the higher end, if it is on the lower end, then if it is on the lower end, we are taking a mix of the media. For example, in case of radio, so there are lot of vernacular which we are doing. So, we are using the folk music. We are even using the popular folk artists who are singing the song. It, you know, really connects with the audience. And then using them in the road shows because our product is also a touch and feel product, you know,

to cater to the market. It is not only selling it online. So, it is a more of a touch and feel product. So, we once we go on the road shows. So, what I need to use as a media outdoor is one, but calling the people together at one spot. So, if it is in the, you know, in their language, it connects very easily to them. And over more, if it is being sung by the local folk hero in from their state. So, we did it for our new model when we launched Click. So, it was to address the rural market.

So, we had the folk sound music which was recorded in Marathi. We did it in Rajasani folk. We did it in Tamil. And those popular music, local folk music as well as the local artists were used. And then we have gone to this market to talk about that product. All right. Then, thank you so much for a lovely session. Some fantastic questions. Thank you all. We will move to the next speaker. Thank you, Rami. Thank you. My next guest represents a company that has successfully created digital communication in many languages.

It's a company that has actually used vernacular on the internet and otherwise to very successfully not just reach audiences and engage them, but to get them to act and to transact. And, you know, that case study belongs to Havels. Amit looks after the digital, the brand identity, the influencer programs and a lot of other stuff at Havels India. Before this, he was a director in brand communication and digital for Philips in the Indian subcontinent. He's had over 17 years of experience, many of which

I have known him and I have known him to do fantastic work. He's, of course, been awarded many times and a lot of his work has won awards at Cannes, at the OOH and lots of other forums that I have been witness to. Today, Amit discusses the regional shift in marketing and communication and how brands can address it to engage customers. And he discusses it on the strength and the belief that has been built over these years with Havels where he successfully done it. Amit, over to you.

Thanks, Amit, for a fantastic introduction. One thing I think I've been hearing since morning and that's what also is trying to inch me a lot. Digital, why are we actually trying to give a stepmotherly or a different preference to a digital? Digital is a hygiene today. It's a complete hygiene today. You can't yourself, your life can't be staying out of digital. Why when you actually get into a seat of a marketer or a brand custodian or a digital evangelist, you think that digital has to be treated?

I think that notion has to go from it. And I personally believe and we have done it for last 20 months in terms of changing and transforming to digital. The way we do and it's a very traditional way when we used to do market prioritization in terms of what categories have been contributing from which particular different sectors and propositions. Then we decide it's not about only being a media agnostic thing that you need to do. It has to be only print. It has to be… You have to get into the nerves of what that particular consumer actually talks about.

And I'll tell you many success stories which we did in the past and all of them out of 10 of the 9 have been very, very successful which I can talk about. Kerala is a specific market. It's a very, very dear market to all of the categories that we actually operate. But if you see from any particular traditional media planning, even the agencies in Kamsa, Kerala you should only spend 10% of the budget.

But I am number two player and number one player in most of the categories that I operated. Why should I actually only contribute to 2% of my expense in Kerala? I can have much more better reach and the best example if you talk about in Kerala, the rebuilding Kerala after the entire natural disaster that happened. The way we transform, we have today we use around 10 hashtags across different languages. It's not about only one hashtag that you need to look for.

We use different, different connotations in every language that we go. My content is not about translation to transliteration and then whatever we made our main content in Hindi. The brief to the agency is very clear. My five markets are four regional and one Hindi. So I need to see the scripts in all these four particular things, even for a digital content that I need to look. So we did a very basic campaign, which is which is very non involving product, which is called LED Bulb.

So we did a basic survey asking it's an online survey asking about close to 5000 people, what does LED stands for? None of the markets for surprises. What does LED actually stand for? We said, okay, let's let's take one particular platform and we define the categories LED stands for let's in darkness and let's define how do I actually can define in every languages.

So whether it is in Malayalam, whether it is in Tamil, whether it is in Telugu, whether it is in Andhra, whether it is in Rajasthani or in Gujarati, I'm catering to those particular people in that particular language. Because it's English is very good for people in metros and only that is to one or two metros. But your consumer is not consuming in that particular fashion. Kerala may be 91, 94% literate, but that is only in Malayalam. You have to speak the language of the audience that you talk about.

And I was reading one book, I don't remember the title, which talks about do we leave the language of our mother tongue? We don't. But when we come to offices and all, we become much more hep, much more professional because English speaking is considered as one of the elite class of the society. But your consumer doesn't know the language that you're actually communicating. Second example, I'll quote it very relevant. I think Pops talked about Ramayana and Ramvila.

So we thought, why can't we take as if Dasara is to the hearts of most of the places, even including Durga Puja, why can't we take that particular theme and created a series of online LED Ramvila. So we created a 10 part series, not more than two and a half minutes every particular day. And we started releasing that in different languages where Dasara is very important. I was surprised to my level and the investments are nothing. It was completely an organic campaign.

The response which came from people, the inorganic response which came from people and the organic response which came from people was phenomenally well. People that nobody thought, it's just simple light and a shadow which most of the puppets have been happening. We created the entire story out of it. And to the surprise, most of the Hindi belts, whether it is Rajasthan, whether it is UP, even if you go to Mysore and all, people never thought of that. Okay, I have never thought of any such thing that can be done on digital or in mobile to talk about.

The point which I'm trying to make is every brand need to understand what particular core audiences lies and what is their requirement. Just by doing one particular translation of a concept or a storytelling and we're very happy that we started creating seven different languages. I think that's a dated proposition today. You need to speak the language. You may not, I don't know Malayalam, but I know what exactly is the consumer. And today if you see, and that was the first wave that we started doing.

Now in the second wave what we did is, we know who the consumers are looking for. So with artificial intelligence and deep learning, we are actually going in terms of what exactly in my value chain of business would this particular make sense for this particular person. So for example, if I talk about in my entire value chain, so we have a concept called deeper into homes. If I talk into that particular concept within the deeper into homes, I have a electrician and I also have interior and specifier guy who actually tells you finally.

And we only just sign the checks depending upon their particular recommendation. What is their particular need? So we, with the, so we have a lot of, so around close to five and a half lakh people come to our particular website in a month. We have a lot of unstructured and structured data that we're actually trying to do, use of lot of pythons to actually try and transform this entire data into brand queues. What exactly is the product requirement for it?

So one particular example on that is Mixer Grinder is a household in everywhere, whether it is north, south, east, west. But the differentiation of motor is very different. In south, you don't require a 500 watt motor because you require always wet grinding. You require 750 watt motor, which came from these all social conversation that we change and transform into how you can actually develop a product on the basis of the deep learning that you can actually apply.

There are cues which came from Gujarat, which the electrician said, all the technical terms that you use in English in your particular conversation, I am not able to comprehend. So I need something that can actually be communicated in my particular language. So if you see from the overall brand balance today, you can't have one particular brand narration that can actually go into every possible aspect, frame and format because every set of consumers, it's not about dialect, it's not about language, it's about touching those particular consumers.

Otherwise, what will happen is it will just become another stale communication. Yeah, we saw this communication, communication was good. Comprehension is absolutely zero. And collectively, we as we represent marketers today, the comprehension is one of the key successes. Your CTRs, CPM, CPM is fine. That's a metric that can be defined. But what is the comprehension that you're actually trying to be? Thanks, Amit. Comprehension is key and so is empathy, emotion, translation will never lead to any of that. Are there any questions from the group? Puneet.

Yeah. Thank you for sharing some insights on using the folk music and folk art, performance art. Tell us a bit more about your experiment with that series on Ramlila. Sure. How did that go? So, just to take a step back and so on. So, we were just discussing and within the team I said, somebody said, Ramlila Karthein. What do you mean by Ramlila Karthein? There has to be some meaning. What do you mean by Ramlila Karthein? No, no, we'll do Ramlila on digital. I don't want to create another video because we are in a country today and we are in an ecosystem

where digital is every second day. Somebody will create some Diyas video, somebody will create 26 January, somebody will say Rakshabandhan video. There is no relevance. The brand has to have some relevance. What will you actually try to do? So, then we met these guys who actually do this caricature from light and sound and they also do light and shadow. Because the sound is not the business and I am in a light business and light and shadow actually makes a lot of sense for me. So, let's do LED Ramlila.

So, which is LED and darkness Ramlila, which is actually giving a connotation to my category in which I operate. So, just my philosophy and that's what we have been practicing within the organization is, I don't want to think just for doing it because it will actually give you virality. I think if any marketers think of doing and creating content for virality, I think the days have gone. No, you should think what can value add that can actually to do to your particular consumer. So, that is what the take that we actually started with. Very interesting.

Yeah. Amit, you see some of these consumer durables doing very well in smaller markets but not so well in the larger markets. What are the differentiators of that's question number one. Second, you know there are brands in the regional markets which are doing very well but what is your advice from a national player if they want to get into deeper into regional markets, what should they do? And is that going to increase the costs when they start going deeper into regional markets and stuff like that? Okay.

So, first question, so we are also into consumer durable in a big way. If you see Lloyd's is a big consumer durable proposition that we have. Today what has happened is in last, if I take my experience last 15 years, I used to work for Samsung and today I see the entire way, the way it moves in. Markets have actually become very very brand identical markets. So, people like X brand without any rhyme and reason. So, for example, let's say LG is liked most by South but if you find any insight, there is no particular insight such as there.

What has happened is it's most to do with what functionality that actually worked in that particular market. So, for example, most of the ACs in West have to be replaced in the second year because of the entire particular corrosion which happens in the plates, it needs to be replaced in second year. And most of the brand in the category struggle today but still there are one or two brands which have been taken much more better in those markets. Plus, regional sentiments are very very important in terms of what brand communicates in that market.

If I will tell you in this particular season, in this particular Diwali, every brand consumer durable, every means, every brand has actually shifted their particular communication to very regional based communication. So, you are not actually, let's say in Andhra, you are not talking about only saying happy Diwali. Your focus was only on Dashera. For Coastal Andhra, the entire campaign, the entire road play was primarily only on those particular markets. So, depending on how does that actually go for it.

You really need to see the DNA of the brand and the DNA of the market that you really want to go. So, there are categories and there are markets where brand is already in a very negative shift and you want to start something. I think you will take time to do that depending upon what prioritization that you need to do, whether you really need to go into that particular market today and you don't want to do that particular market today. The idea is identification of not only by markets, by the size of the business that comes,

but also the consumer base that you can actually cater to, who have that philosophy of your DNA versus the consumer DNA that can actually match. That's what we follow. It's not about something mantra, but we also tried and failed an empty number of times. Some markets miserably failed because we could not do well in that particular market because our identifying of those particular customers was not right. We were thinking on X parameter, but my consumer is already on Y parameter to look for. That's what I can say attempting to answer. Thank you.

Fantastic. What a lovely session. Thank you. Very recently I boarded a flight and I miss my newspaper and I miss the blankets these days and in the absence of a newspaper and any book that I had forgotten to take, I looked around for how I should spend the next few hours and I dug out after a very long time the airline magazine. And to my very pleasant surprise, the first page of the magazine actually spoke about how many languages the crew in that airline spoke. And I thought it was such a wonderful thing for a brand to say about itself.

And it's very apt that the airline was Indigo and my next guest, Nitin Sethi, who brings with him 18 years of experience in product design and customer experience across leading companies like Quikert, Yatra and Knockri, actually represents Indigo as a brand today. And I was just looking at the stats and 45% of Indians believe that they find it very difficult to transact in a language which is not of their choice. And this is the stated number. The number is probably much higher in terms of trust and credibility and so many other things.

For a category that has actually deepened its relationship with customers, I am betting that a big challenge is going to be how do you build even deeper relationships and get this language or vernacular step onto digital communication and onto transaction. And if my little experience is anything to go by, I can probably bet on Indigo to be the person who is attempting that step at some time in the future. So Nitin, welcome. Thank you. To the HT Newsroom. And looking forward to hearing what you have to say. Hopefully I have not put you in a spot.

No, no, no. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. It's just not a one player who can change this. Right. It's more of the ecosystem.

I think many players look at look at as a chicken and egg. A lot of people only focus on ROI when they start investing on content. But again, there are three type of audience people who book online, research online and book online. There are people who research online and book offline. And there is a pure play. People who research offline, book offline. The India story will change only when people who are gonna research offline and book online with that mindset shift.

And for that, I think vernacular will play a very deep route in terms of changing the paradigm shift. For us, 35% traffic actually comes from tier two, tier three. And international markets because of our, as of today, we fly to 11 international destinations. And even international languages play a very, very key role for us to going forward and have very tailor-made and customer experience. Sure. Coming from, so this is on the airline and to address this growth, we have even 12 more ATRs, which will connect the deeper India.

So, in terms of making travel affordable and easy and transparent, for a first time consumer, that content plays a very, very key role. So, in terms of overall system, I've spent 18 years in startups. And what I say from that experience is that, so far, 50 odd million active users who are from tier one or tier two cities. And for every active happy user, so there are 50 million happy users. And similarly, there are 50 million unhappy users. For every happy users, there is somebody which the brands have spent money with close to 50 billion dollars,

which are spent on getting the consumer first time on the platform, and they have a better experience. As an ecosystem, we will take five more years to change this. So, if we don't invest in content, regional content, now, I think it will be a sorry state. Yes, it's a chicken and egg situation. Yes, it's a deep investment. It's a long play. But companies like Vityfeed, companies like InShot, have seen a lot of traction from users and deeper engagement. And it's very, content plays very profitable these days.

Video, so you see Amazon Prime, you see Netflix. The regional content consumption is again going, you know, 2x, 3x, quarter on quarter. People are paying for paid content. So, this is definitely a good play. Content is king. But as an ecosystem, I don't think that any major e-commerce player is taking charge and putting their bets on it. There are a few categories which will change the way people use vernacular content. Travel is definitely one because it's about experiences, it's about stories, it's about destination. There is e-commerce, of course.

Every user wants to know the product specs. And we use very fine English, right? And people use basic common English. We don't do that. Whether it's entertainment, again, it's a category which will drive the vernacular growth. We talked about medical, we talked about even FMCG or automobile for that matter. Maybe, so far, no online transaction has happened because users buy from the brands they really trust. But that journey again will change.

I do work with many startups and I clearly see that there is no plan whatsoever in their pipeline, 2 years pipeline, 3 years pipeline, on the vernacular content. There are only 1% of startups or big companies who have clear content strategy. Coming back to Indigo, we have just have our website revamped through a very deep content driven pillar strategy. So we have our airport pages, we have destination pages, we have travel stories and get inspired. So for people who want to explore because not everybody is coming on your platform to book a flight.

A lot of people do explore and then take a call. So content play is definitely a deep rooted. My two cents will be that don't treat customers like transactions. Treat them like human beings and create and craft experiences. It's not a simple play. For many brands, I am not throwing any gyan tantrum to you all. But it's a hard job which all of us need to do. He should get the native content. He should get all the hand holding. If he is booking, he should clearly be shown video in his native language. If it's buying a blazer but not everybody is.

Because many first time users are coming. Not many people know what medium and what large is. And what standard size measurements are. Many people end up booking a wrong timing flight. So for example, if I want to fly from Delhi to Mumbai at 1pm. We do see cases AM because it's the urgency of cheap flight at 1 o'clock. Yay. Because that's how it's been sorted out. So he sees 1 and it's not been shown that it's a red eye flight or it's an early morning flight. So we have changed this. So we are actually taking user through the whole confirmation flow.

So he is confirming 3 times. We are showing information. It's just not rushing through. It's making sure that you empower self-service through a lot of hand holding. And also the content play is like Indigo. We are, you know, service. So all our crew, wherever we fly to, speak the local language. They greet you with it. And that's why the experience is so nice. Excellent. Yeah, that's two bits. So do invest in vernacular. There is no tomorrow. It's only today. And we have to do a lot of catching up game.

Alibaba have spent, have sold more, even twice more in two days what we have sold as an ecosystem in the whole year. And that's purely a content and deep rooted connection what they were able to form. And India, we are still, you know, a lot to be done. Fantastic. Any questions? So on that, on the Indigo side, basically you are opening up a lot of new routes given the thrust to regional and stuff like that. Yes. So how do you, while you are creating a lot of supply, how do you also generate demand and how does language play a role in that?

So very interesting question. So from a marketing side, we are deep rooted on our traditional marketing. We do take regional and that's what our preference is. On a digital side, I'll be happy to tell you that our cost of acquiring a new customer is actually lower than the traditional media. Because of our on time promise and, you know, the overall clear experience, we generally get sold. Our occupancy rates are very, very healthy. You spoke about the fact that space will grow when people do the background research offline and then come online and buy.

Okay. But we do know that today, India is largely a cash economy and digital payment systems are not available in the world. How do you see that ecosystem growing or where do you see this impacting your business? So I think the more and more, so demonetization has definitely changed the landscape and the famous leading payment provider has enabled multilingual recently. Right. They could have done it two years back, but finally they have done it.

It's good for the ecosystem and more payments, whether it's Bheem, whether it's UPI, whether it's Paytm, all that integration together on a platform is definitely helping us. Like I said, people buy from the brands they trust. Establishing trust if something goes wrong that we are there in your local language and we will take care. So this promise will definitely complete the journey. We have to make sure that rather than acquiring new customers, we take care of the ones which were actually coming to us.

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And is this sort of a stable break even at this point. I would say no. But in terms of the trajectory of how we're making money. As well as you know how we're making investments. I believe that they're going to continue to be profitable. And when I think about digital media businesses in general. Across the country and across the world. The profitability will have to come from digital. As eyeballs shift from print media and TV onto digital platforms. So the profitability will have to come from here. So whatever we do. We really prioritize.

Can we actually make money off this thing. And what we are finding is. Money normally follows consumer engagement. And since the consumer engagement is really literally through the roof. Even though to some extent advertisers haven't quite caught up. We're still finding that these are profitable businesses for us. Given your experience. What will make advertisers spend more on local languages. Is it the platform maturity. Local language platforms. Is it the metrics. Is it the awareness. What would be the top two or three factors for you.

So I think there's two or three different things here. One is wider. Why do brands associate themselves with other brands. I think the reason why brands associate with other brands. Is because of the trust and authenticity of the messages. This brings me back to the example I was giving earlier. When we had the train accident happen. We actually went to a traditional trusted authenticated source of news. To actually confirm that this actually happened. And this is why the platforms that we represent. Are super important to brands as well as consumers.

I think those platforms are going to be super important. The second is. You know. I think we've all talked about confirmation bias quite a bit. And one of the things that happens is inertia. As a result of the confirmation bias. We all speak English. We've all grown up in English language environments. Whether at school or even to some extent at home. And when that happens. There's a lot of natural bias there. The way to break that bias is. Go talk to consumers. And certainly one of the things we've done ourselves. Is we started by talking to consumers.

Because we wanted to make sure. That the products we built. Were for consumers. I think the same is happening with advertisers as well. The consumers are speaking out. Look. I'm going to give you much deeper engagement. In terms of. You know. Cost per action. Reach. Whatever. If you actually go and give me a message. The way I want to be spoken to. Both in terms of the authenticity of it. As well as. In the language. The framework. That I want to be. You know. Are challenges in vernacular. For example. I think. Pops made that. Observation. That.

A lot of vernacular. Language. Peakers. Are. Not essentially literate. So. In order to truly crack this. We'll have to look at. All the different formats. Both in terms of content consumption. As well as advertising. Which are more like. Video or audio. And then we'll have to get to the right. Interfaces. To get people the right experience. Thank you so much. Rajiv. Ladies and gentlemen. Thank you for joining us. On episode number three. Of Brand Studio Live. Co-hosted by the HT Brand Studio. In DMA Asia. A special thanks. To our radio partners.

Fever FM. And to our friends. From DMA Asia. And Vatsal Asher. For powering this fantastic event. A big round of applause. For our seven brand masters. Who took out the time. To be with us. Share their insights. And experience. In the newsroom today. Thank you for tuning in. We look forward to coming back. With another exciting theme. And an all new set of brand masters. On November 27th. More details. Coming soon. More details. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.