Every morning I get Hindi news papers on my table. I scan the advertisements for copy, offers, visuals, placement. Some times go through the classified ads and see what is trending, Business or education or make more money type of ads. SEX and be a part of TV serial tops the chart. The matrimonial ads tell me that even MBBS or well employed convent educated girl is not finding a match and Mr no where handsome wants a modern , english speaking but homely girl for himself. Fairness is not compromised and comes as mandatory requirement. For many rural advertising is only about BTL, but with district editions the local dailies and out door do cater to larger audience. By all logic BTL can only be support to create brand experience but Brand Imagery can only come the mass media. A good plan must have a complete media mix. TV press and radio along with outdoors do build a imagery around a brand and add to consumer desire list.
The number of people with cell phones in rural is as true as in urban. Usage pattern is different and evolving. Their need to get information about internet or apps is regular features in the news papers. What catches my eye is the language, no wonder when my farm labor says " i had given you miss call" you know that "miss-call" is a accepted new terminology. I get concerned about the language and english words being used. Many english words are coming into the system. I sit and scan the ads more carefully. only to discover that ot is not the same as it used to be few years back.
Hindi written in english and english in hindi script (denaagri) is very common. Not that I have seen any research on evolving language and neither has any one raised any objections to it. Question is , is this from some insight and being purposely done to bring a premium image of brand? With stereo type brains we have definite visual and vocabulary for rural india. Most of us take decisions on behalf of the rural consumer and decide what they will understand and what they will not. Fact that Hindi of people from Hindi belt will be many times stronger than urban co ed convent mangers we still make these mistakes. English means Premium... ( country liquor vs English or English revolver as compared to country gun) If they can afford they will send there kids to "public" school. Except for programs coined by guilty brains suffering from white collar syndrome every thing around them is in English. They live with English brand names and struggle with names like, samarthya, kalptaru, abhiyaan and yojna.
There is a trend that is evident that we have done away with one language construct and moving into DJ mix kind of number. Actually it is also fair as I do not know what else would you call "facial" or "face wash". I am sure there is a word for eyebrows in every dialect but when she goes to parlor she asking "eyebrows" to be done. If she is looking for "Shine" in clothes we can not be giving her "chamak". With you my fellow writers but again the million dollar question...has any one checked it? Research to back up our claims.
It is important to gather knowledge and bring back on table. Are these "consumer speak". When a politician makes a speech he knows that language of politics and uses words that are full of call for action. Is our communication with them equally power full. I also want to know what is happening in other Indian languages? Is there a "language" inspired by TV serials or Cinema. Advertising uses colors from "slice of life" , Cinema and Street. Time to do in depth study. We are in communication business and that is not one way. Time to get thinking caps on.
The number of people with cell phones in rural is as true as in urban. Usage pattern is different and evolving. Their need to get information about internet or apps is regular features in the news papers. What catches my eye is the language, no wonder when my farm labor says " i had given you miss call" you know that "miss-call" is a accepted new terminology. I get concerned about the language and english words being used. Many english words are coming into the system. I sit and scan the ads more carefully. only to discover that ot is not the same as it used to be few years back.
It is important to gather knowledge and bring back on table. Are these "consumer speak". When a politician makes a speech he knows that language of politics and uses words that are full of call for action. Is our communication with them equally power full. I also want to know what is happening in other Indian languages? Is there a "language" inspired by TV serials or Cinema. Advertising uses colors from "slice of life" , Cinema and Street. Time to do in depth study. We are in communication business and that is not one way. Time to get thinking caps on.
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