Follow Us
Advertising agency Mind Your Language! has launched a brand campaign titled ‘Neeche Wala Sab Dekh Lega’.
The campaign features three digital films that address specific problems faced by national brands in South India – not being able to reach their required audience, not being able to speak in a language relatable to consumers and not being able to leverage the power of South Indian festivals.
The films cheekily reframe the classic surrender of leaving everything to the gods above, to now place trust quite literally in the ones ‘neeche’ or the ones from South India – Mind Your Language!
Commenting on the new campaign that is running on digital, Deepan Ramachandran, Founder and Creative Head - Mind Your Language, said: “India is many Indias. The sooner national brands realise this, the better chance they have of connecting deeply and meaningfully with their audience. South India is a region brimming with many rooted insights, vernacular nuances and pop culture that can help brands craft beautiful stories. No national brand should miss out on this wealth. That’s why they should get talking to specialists like us. Or better put in the context of this campaign – Want to crack South India? Neeche Wala Sab Dekh Lega!
Pandian, Creative Director- Mind Your Language!, said: “Even though we’ve been in advertising for over 15 years, having done our time at network agencies, we admit that we can’t fully understand or emotionally connect with a brief meant for a Gujarati or a Maharashtrian well enough to create something hyper-local for them. So we believe it must be the same the other way around, shouldn’t it? We now live in a time where localization is the new globalization, and we’re at a point where we must go even deeper locally to truly grow wider globally. This is exactly what we’re trying to say through these films.”