Mind Your Language! launches Southify to produce national TVCs in South Indian languages

Southify offers two critical services for national TV commercials – Script trans-creation and Voice Post production in the South Indian languages

e4m by exchange4media Staff
Updated: Jan 25, 2019 2:33 PM
Southify

Mind Your Language! - India’s only advertising agency focused on South India, launches Southify – a new transcreation division to reproduce national TVCs in the South Indian Languages.

For decades, most national television commercials have not been properly reproduced in the South Indian languages. Either the writing is incorrect or the voices are inappropriate or the diction is totally off. After all the careful strategy, scripting and money spent in producing a commercial, when someone watches it on a television in Chennai or Cochin, the brand cuts a sorry figure.

Deepan Ramachandran, Founder, Mind Your Language! explains- “Translation is not enough anymore. Trans-creation is the future. TVCs done in Hindi have to be adapted to the South languages without losing the flavor of the original. It can happen only when these are re-written by seasoned vernacular copywriters and not by translators.” Voice post-production is another key area that can be the make or break for commercials. With a limited number of South language voice artists available in Mumbai and Delhi, most commercials dubbed in South Indian languages sound the same. “Dubbed commercials can sound so much more authentic and fresh if they are recorded in South India using the large pool of voices available here. And since the cost doesn’t change much, it should be a no-brainer for brands and production houses” reasons Deepan.

Southify offers two critical services for national TV commercials – Script trans-creation and Voice Post production in the South Indian languages. Southify's launch film features veteran actor Delhi Ganesh hilariously portraying a dubious Hindi pundit in Chennai. It has been written by Mind Your Language! and produced by Mad Boys Creative.

To know more - www.mindyourlanguage.in/southify

Southify - Don't Translate. Trans-create.

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