Regional influencers unveil the true potential of brands: Atul Pujar of ITC

As digital marketing continues to evolve, regional languages have surged to the forefront of tailored messaging. This shift was prominently discussed during the recent Chennai chapter of City Connects hosted by ShareChat and Moj.

Top industry voices congregated at the event to deliberate on regional marketing strategies. Their aim was to harness the growing regional audience on social media, especially from the smaller Indian towns which are the emerging business centres of the country.

Setting the tone for the event, Gaurav Jain, the head of emerging business at ShareChat and Moj, noted, "The internet isn't just for English-speaking elites anymore. Much of today's content is consumed in diverse regional languages. It's crucial for brands to capture this diverse essence of 'Bharat' for optimal outreach." Jain further spotlighted impressive user engagement statistics for ShareChat and Moj, including their staggering monthly user base of 400 million.

The rise of regional marketing also intersects with an influx of new social media users hailing from India's smaller cities. Seema Walia, Director, scaled business at ShareChat, moderated a panel discussion called - Creator, Content and Campaigns: Embracing Cultural Diversity and Language First Approach to Drive Brand Strategies, emphasized on the unique character of India's tier 2 and tier 3 towns. "These towns resonate with representatives who grasp regional subtleties and cultural depth. A generic marketing strategy just won't cut it anymore," she stated.

Highlighting the role of local influencers in making a brand more relatable, Atul Pujar, marketing manager at ITC said, "India's consumption patterns have undergone a drastic transformation. The generic 'one size fits all' strategy is obsolete. Regional influencers, especially from smaller towns, unveil the true potential of brands in these markets," he asserted.

Establishing that the smaller towns will define the growth of a brand, Hari Hara Sridhar, Head of Marketing Communications at Nippon Paint said that platforms like ShareChat and Moj will play a crucial role in helping brands tap these markets. "ShareChat and Moj provide unparalleled access to tier 2 and tier 3 markets, which are pivotal for future business. Traditional mediums simply can't offer the same reach," he said.

The symposium also explored the ascending trend of short-form videos in regional languages through an engaging panel discussion-- Beyond translation: The roadmap to captivating Bharat and young India through culture, language and short form videos.

Arjun Dhananjayan, founder of 88GB, highlighted the discerning nature of young Indian consumers and how short form videos help brands reach them. "Traditional ads won't retain their attention. However, short-form videos in regional languages, particularly those featuring local influencers, can captivate them," he explained.

Highlighting that brands with a large consumer base like personal care items, food items, FMCG brands are all set to benefit from the language first approach, Neeraj Moorjani, founder of BLeap Strategy and marketing, said brands must explore the festive season to begin with. Sharing insights on seasonal advertising, Moorjani said "Festive seasons present a golden opportunity for brands to emotionally resonate with the consumers, especially in their regional context. Platforms like ShareChat and Moj are ideal for such endeavours due to their customizability for content creators and users," he elucidated.

In essence, the convergence underscored the imperative of a 'Language First' strategy to untap the potential of smaller towns of India. In this ever-changing digital environment, marked by a surge in regional content and evolving consumer tastes, it's paramount for brands to resonate with the multifaceted Indian consumer base in the language they speak.