The days when brands could simply translate a national campaign into multiple regional languages and expect it to resonate are rapidly fading. As consumers become more connected and culturally aware, marketers are discovering that language is only one part of the equation. Understanding local aspirations, lifestyles, traditions and community identities is proving far more important.
Language Resources This shift was at the heart of a discussion on “Regional Bharat, National Brands: Vernacular Storytelling” at The 6th edition of IMAGEXX Summit & Awards 2026, organised by Adgully and The PR Post on June 3 at Sheraton New Delhi Hotel, Saket.
Setting the tone for the session, chair Shishir Sinha, Associate Editor, The Hindu BusinessLine, argued that Bharat cannot be viewed through a singular lens, pointing to India's immense linguistic and cultural diversity where identities, behaviours and consumer realities often change every few kilometres. The conversation that followed explored how brands are moving beyond translation-led communication and embracing hyperlocal storytelling to build stronger consumer connections.
The consensus emerging from the conversation was clear: vernacular communication is no longer a tactical layer added to national campaigns. Increasingly, it is becoming a strategic foundation shaped by cultural insight, local context and a deeper understanding of consumer behaviour.
For decades, brands seeking scale in India followed a familiar formula: create a national campaign, translate it into regional languages, and roll it out across markets. It was a model built on consistency and reach. Increasingly, however, communicators believe that approach is no longer enough.
As India’s consumers become more connected, diverse and culturally expressive, brands are discovering that language alone does not guarantee relevance. The real challenge lies in understanding communities, lifestyles, aspirations and local realities that shape consumer behaviour. What was once viewed as vernacular communication is now evolving into something far deeper: hyperlocal storytelling rooted in cultural understanding.
The shift reflects a broader recognition that Bharat cannot be approached as a single, homogeneous market. As the old saying goes, “Kos kos par badle pani, char kos par vani.” Every few miles, not only does the language change, but so do customs, priorities and ways of life. For marketers and communicators, this complexity presents both a challenge and an opportunity.
Aashima Malik, Senior Vice President, Consumer and Tech at Ruder Finn, believes regional communication can no longer be treated as an extension of a broader campaign.
According to her, India’s diversity is best understood as an amalgamation of micro-cultures rather than a collection of language groups. In such an environment, simply translating a national campaign into a local language risks missing the realities that shape consumer behaviour. The focus, she argued, must move beyond language to culture, communities and genuine consumer truths.
Her observation reflects a larger change taking place across industries. The distinction between India and Bharat, once a common framework in marketing conversations, is increasingly being questioned. Consumers in smaller cities may have different cultural contexts, but they are often equally connected, aspirational and digitally engaged. The challenge is not reaching them in their language alone but understanding what resonates with them.
This need for deeper understanding becomes even more critical in sectors where trust plays a central role.
For Monica Dubey, Head of Corporate Communication at Bajaj General Insurance, the biggest lesson from years of brand building has been that scale without emotional connection delivers limited impact. While national campaigns help establish visibility and trust, meaningful engagement requires a much closer understanding of consumer concerns.
Insurance continues to face low penetration levels in India, with many consumers viewing policies as complex and difficult to understand. Addressing that challenge requires more than simplifying communication. It also requires designing products around regional realities.
Dubey pointed to the company's efforts to customise health insurance offerings according to the specific health concerns, lifestyles and medical needs of different states. In her view, localisation must extend beyond messaging to product development itself. Understanding how people live, the risks they face and the traditions that influence decision-making can often be more important than language alone.
The discussion repeatedly returned to the role of emotion in successful brand building. Some of India’s most enduring campaigns succeeded not because they translated well but because they captured a cultural truth.
The transformation of Life Insurance Corporation’s messaging from “Zindagi Ke Baad Bhi” to “Zindagi Ke Saath Bhi, Zindagi Ke Baad Bhi” reflected a deeper understanding of how Indians perceive discussions around mortality and financial security. Similarly, Cadbury’s iconic “Kuch Meetha Ho Jaye” moved the brand beyond being seen as just a chocolate product, positioning it within everyday Indian rituals and celebrations.
These campaigns succeeded because they tapped into behaviours and beliefs that already existed in people’s lives.
For Rajiv Ranjay Sarkar, SVP, PR & Marketing at Religare, this is why vernacular should not be viewed as a separate communication vertical but as the foundation of engagement itself.
Operating across multiple financial services categories and serving customers through a large network spread across numerous states, Religare has increasingly focused on hyperlocal approaches. Sarkar argued that translation primarily delivers information, while cultural understanding creates a sense of belonging. The distinction is significant. Information can explain a product. Belonging can build trust.
As brands attempt to engage underserved communities and first-time consumers, that sense of belonging becomes increasingly valuable. Campaigns that reflect local realities, aspirations and cultural nuances are often better positioned to establish credibility than those built solely around functional messaging.
Malik echoed this view, arguing that hyperlocal messaging is likely to outperform broad national narratives in the years ahead. Consumer truths, she suggested, remain remarkably powerful regardless of geography. The reason campaigns such as “Kuch Meetha Ho Jaye” continue to resonate across generations is because they emerge from behaviours deeply embedded in Indian households.
Another example cited during the discussion was Coca-Cola’s famous “Thanda Matlab Coca-Cola” campaign. Rather than introducing a new behaviour, the campaign built itself around an existing consumer habit. In many parts of India, consumers would ask for a “thanda” rather than a specific beverage brand. By embedding itself within that everyday language, Coca-Cola successfully turned a generic category reference into a brand association.
The lesson for marketers is clear: the strongest campaigns often emerge from observing how people already speak, think and behave.
For Jaideep Manchanda, SVP Marketing at Innovatiview India Limited, successful storytelling begins with insight. Drawing from nearly two decades of experience, he described what he calls the ABCDE framework of branding: addressing motivations and barriers, building trust, capitalising on trends and influencers, understanding dreams and aspirations, and creating emotional empowerment.
While the framework can be applied to both national and local campaigns, its effectiveness ultimately depends on the quality of the underlying insight. Whether a brand is communicating in a regional market or at a national level, sharper insights generally lead to stronger outcomes.
The importance of local insight was reinforced through a practical example shared by Vikas Nain, Marketing Head at invent.ai.
According to Nain, culturally relevant campaigns are built through multiple layers. Brand identity and visual language may remain consistent, but pricing, content, assets and execution often require adaptation. In markets beyond the metros, relatability and aspiration must work together.
He cited the launch of two stores, one in Delhi and another in Jodhpur, where identical marketing playbooks delivered different results. While advance-booking strategies worked effectively in Delhi, consumer behaviour in Jodhpur showed a preference for immediate purchase rather than waiting for future benefits. The insight required a rapid adjustment in strategy.
The example underscored a growing reality for marketers: even markets within the same state or region cannot always be approached in the same way.
Perhaps the strongest consensus emerged around the limitations of translation.
In an age where AI-powered tools can convert content from one language to another within seconds, the mechanics of translation are no longer a competitive advantage. The real challenge is ensuring that communication reflects local culture rather than merely local vocabulary.
Md Rizvi Sajjad, Founder and Chairman of OneXtel Communication Media, argued that translation may help brands achieve recognition, but deeper localisation is what creates relationships. As communication becomes more hyperlocal, audiences increasingly expect brands to understand their communities, celebrate local heroes and acknowledge regional realities.
When consumers feel that a brand understands their ecosystem, engagement naturally deepens. And with stronger engagement comes stronger business outcomes.
The conversation ultimately revealed a significant shift in how organisations are thinking about communication. The future of storytelling in Bharat is not about choosing between national and regional narratives. Nor is it about translating campaigns into multiple languages.
Instead, it is about recognising that consumers want to be understood, not merely addressed.
For brands, that means moving beyond language and embracing culture, context and community. In a country where diversity changes every few kilometres, relevance will increasingly belong to those who listen closely enough to understand the local story before attempting to tell their own.
