regional marketing

Regional Marketing 101

Gone are the days when a one-size-fits-all approach in advertising was the norm. Brands are getting smarter by embracing localised and culturally targeted advertising. Ji haan! It’s all about speaking the language of the locals to connect with them on a deeper level. In short, walk the regional talk. But how? Kaise? कईसे? ਕਿਵੇਂ? എങ്ങനെ? કેવી રીતે? কিভাবে?

We have some key learnings for you based on some well-executed regional ads and campaigns in India.

1. Embrace Regional Insights:

Remember the ‘Not A Cadbury Ad’ with Shah Rukh Khan? It was refreshing to watch him give shoutouts to local shops in different areas to boost their Diwali sales. It looked like he had a cheat sheet of all the nearby, popular places! This genius campaign, for Cadbury Celebrations, effectively used machine learning and heaps of data to make the ads hyper-personalised and relatable. What did the regional ad campaign do for the brand? Cadbury became popular during the gifting season of Diwali plus countless local businesses benefited from it. That’s so sweet and smart of Cadbury to help local businesses thrive.

2. Understand the Culture:

Spend some time to understand the local culture, many customs, traditions and language of the region you plan to target for your brand. Once you know the culture, your ad campaign will organically appeal to the target audience since your overall communication and approach is based on the culture. That’s how Bumble nailed it in India with its hyper-local campaign which celebrates cultural diversities. Launched across Ahmedabad, Hyderabad, Chennai, Chandigarh and Kolkata, the target audience fell in love with the brand at the first sight of this campaign.

3. Geo-Targeted Advertising:

Feel the need to make your campaigns more regional? Say hello to tech-innovation featuring Zomato. By leveraging social media platforms’ geo-targeting capabilities along with Deepfake and AI technologies, Zomato served a hyperlocalised ad campaign where Hrithik Roshan’s order changes as per his GPS location in India. By tailoring their ad campaigns to target users within a certain radius or location, Zomato ensured that every ad watch has relevant messaging for the local audience.

4. Localised Campaigns:

‘Desh ki Chai’, Tata Tea, delivered a localised campaign as expected from a legacy brand of India. By going hyperlocal, they advertised their premium range by creating unique tea types for each State. It’s noteworthy as to how nicely they captured the essence of every culture with special packaging and catchy taglines that perfectly reflect the spirit of each state. It’s like having a cup of tea that’s custom-made for the audience’s taste buds and their regional pride.

Through this hyperlocalised campaign, they did not just serve the audience a cup of tea; they served a slice of India’s culture, one sip at a time.

Bonus Campaign:
Flipkart Wholesale launched Monsoon Thunder Days regional campaign by highlighting the rise in consumers’ overall demand which means improved sales for wholesalers. This entire message was creatively communicated with a school-going kid as the protagonist.

Let’s not forget that regional advertising requires a deep understanding of the specific region, its culture, and its people. By tailoring your approach, being culturally sensitive and leveraging local insights, you can create impactful campaigns that resonate with the target audience and drive success in regional markets.

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