Mirchi becomes “proudly local”, Marketing & Advertising News, ET BrandEquity

Mirchi launched her latest campaign, Proudly Local, with the aim of raising awareness and highlighting the importance of being massively multi-local among brands and merchants. According to the latest government census (2011), over 500 million people in India do not speak Hindi and over a billion people don’t speak English. Thus, through this campaign, Mirchi aims to raise awareness of India’s linguistic diversity and the need for brands to communicate with locals, in their local language.

To underline and demonstrate it, Mirchi turned to print and digital formats, publishing 12 advertisements in 3 cities, in foreign languages ​​such as Amharic, Chinese and Korean. This was done with insolence to put traders in the shoes of local consumers, who are not connected with the Hindi or English marketing initiatives aimed at them. To satisfy their intrigue and help them make ends meet, the brand redirected them to their microsite which highlighted the diversity of the Indian linguistic ecosystem and the need for multi-location.

Nandan Srinath, Executive Chairman of Mirchi, said, “We are the nation’s leading hyper-local music and entertainment brands. Over the years, we have grown to respond to many markets in India, in their local language, through a multitude of our offerings: radio, digital content, original content and field activations. We understand the importance of speaking in the language of consumers and the power it has to connect with them. So, through the launch of our campaign, Proudly Local, we want to raise awareness not only of the language barriers that still prevail in the marketing community, but also of the need to examine local nuances and ideas, local knowledge, media. premises and action. “