Online classifieds platform, Quikr, recently announced a big push in the vernacular language domain, with vernacular language support for consumers accessing Quikr's platform. Quikr now allows consumers to choose from seven different languages– Hindi, Tamil, Telugu, Kannada, Malayalam, Gujarati and Marathi to browse as well as post ads in. We asked Vineet Sehgal, CMO of Quikr about his thoughts on how brands can target the vernacular language target audience. Excerpts.
Can you give us a glimpse of your strategy when it comes to using digital vernacular medium to target audiences across geographies?
Currently, consumption of regional content is higher in more traditional media such as TV and print, digital media is still catching up. Regional digital content is in the early stages of its adoption and we are also beginning to experiment with the digital vernacular medium. For example, we target specific regional/ vernacular audiences on YouTube for our TV campaigns which are translated into regional languages.
We also currently offer regional language support on our platform as a matter of hygiene. In December last year we launched vernacular language support for our consumers allowing them to choose from seven languages– Hindi, Tamil, Telugu, Kannada, Malayalam, Gujarati and Marathi to browse as well as post ads in. Based on consumer’s geographic location our platform also offers language suggestions.
How important has this medium become as part of your activities?
Most of our communication especially offline is translated into key vernacular languages be it TVC, print, radio, outdoor or on ground activities.
Going forward, what is the roadmap with regards to digital vernacular content?
Our platform caters to consumers across 1,000 cities and towns in India and we believe we have many more places to go, especially with Tier 2 and Tier 3 markets. The vernacular language support will give these efforts a big push and we plan to add more languages to the platform.
Can you give us an example of any past activity that you have done?
Almost all of our campaigns are multi-lingual and are run in regional languages across channels.
What are they typical obstacles that one faces when partnering with or creating regional content online?
The diversity of India’s lingual landscape is a challenge in itself irrespective of the medium one chooses over the other.