Mirchi’s ‘Proudly Local’ Campaign Reminds Marketers to Speak the Local Language

Industry Watch | October 14, 2021 | News


Mirchi, a music and entertainment company (formerly Radio Mirchi), has launched a campaign ‘Proudly Local’ to underline the importance of speaking to consumers in their own languages.

As part of the campaign, the brand released 12 advertisements in three cities in print and digital formats, in foreign languages like Amharic, Chinese and Korean.

Nandan Srinath, Executive President, Mirchi, said, “We are the largest hyperlocal music and entertainment brands in the country. Over the years we have grown to cater to numerous markets within India, in their local language, through a multitude of our offerings—radio, digital content, original content and on-ground activations. We understand the importance of speaking in the consumers’ language and the power it holds to connect with them. Thus, through the launch of our campaign, Proudly Local, we want to create awareness about not just the language barriers that are still prevalent in the marketing community, but also the need to examine local nuance and insights, local knowledge, local mediums and local action. Our client’s brands perform differently in each of their markets, and we help craft solutions across multiple media based on our local teams’ local insights.”

Through the course of the campaign, a Mirchi statement said it aims to share insights, platforms, content and other curations with brands across India to help them connect and engage with their target audience.

People can also sign up to receive a white paper on ‘Marketing to the real India in post-pandemic times’ which delves into the intricacies of strategising for Indian markets in the new normal with case studies.

Across print and digital formats, the multi-language radio, content and activations brand released 12 advertisements in three cities, in languages like Amharic, Chinese & Korean as part of the effort.

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