By Mayuresan Gurukkal
Regional campaigns are significantly transforming the marketing landscape in India by leveraging the country’s diverse cultural, linguistic, and socio-economic fabric. The regional approach of curating the campaigns and execution has seen great relevance over a period which was observed with a series of campaigns executed at Brand Street Integrated.
In regards to the impact on the business, it’s been extensive and very much permeating in several aspects of operations and long-term success and growth rate. It has been proved in various projects that we have been curating, conceptualising and implementing – this regional approach not only ensures business but vastly helps in brand perception and its to-the-point relevance within specific markets. The regional approach not only drives positive brand perception but takes the next step of creating better opportunities for brands to build meaningful strategic partnerships and helps further amplify the impact and reach the campaign’s objectives
Regional campaigns act as a catalyst for fostering deeper connections with the local target audience helping the brand and the organisation increase its penetration. Let’s have a quick look at the various ways it helps brands:
Cultural Relevance and Local Connection play a major role in tailoring the campaigns as they resonate with local customs and traditions ensuring better emotional connection. To add to this, if there is the right usage with budget permitting, then working with local celebrities would make a greater impact on the campaigns.
Leveraging India’s Diverse Background: Being a multi-lingual country, campaigns in local slang and action help brands reach a wider audience. With smart conceptualization, it results in a Translation vs Transcreation strategy which enhances the relatability.
Hyper-local Campaigns
Hyper-local campaigns are a great way to increase the penetration of the brand’s products & services. A campaign should focus on optimizing the budget allocation and improving the ROI as it has been done based on geographical segmentation. With this segmentation, brand reach is well received by the Tier-2 and Tier-3 markets as it gives the brand the flexibility to make personalized promotions and offers to ensure ROI.
Regional Insights and Analytics
Regional campaigns when done on the ground allow clients & sales teams to interact with the end consumers and give great consumer insights. We as an agency get to understand their behaviour which helps us to give analytical inputs to brands that help their marketing team change or customise their strategy and then move to market. The decisions are now data-driven as the feedback mechanism is robust at every stage by leveraging technology to make it accurate and reliable.
Adaption
Yes, it’s not always easy to taste success in every project. That’s the most exciting and enticing part of any agency which helps the brands achieve what they want. With diverse preferences when doing a PAN India campaign the challenges that we as an agency face are a lot more as we have to cater to the needs of the brand by following the guidelines to make a great impact regionally. These are challenges but it’s always rewarding if the preferences of that region are studied well and then conceptualized.
Success Stories
To encapsulate all the above and help with examples that share “How impactful regional campaigns are changing the game of marketing in India”, here are a few case studies that Brand Street Integrated proudly can speak of. These projects have not only been great on the curation and implementation part but also have helped brands see the ROI at the end of the day which matters.
Conclusion
Regional campaigns in India are not just a trend but a necessity in the evolving marketing landscape. They allow brands to connect authentically with diverse audiences, driving engagement, loyalty, and ultimately, business growth.
The author is Business Head – South and West India at Brand Street Integrated Communication Network Pvt Limited. (Views expressed are the author’s own and not necessarily those of financialexpress.com)