Author Rahul Jauhari writes about the encouraging rise in global brands thinking from the ground up when it comes to communicating regionally in India, especially with respect to southern markets.
One of the things we have enjoyed doing at Flibbr® has been our regional work. More specifically work done for some of the southern Indian markets.
Most of us at Flibbr® have spent a bulk of our career in a time when the strategic thinking was done at a national level, while a Delhi/Mumbai creative team put pen to paper to bring it to life. Once that was done, it was despatched to the ‘translators’ to tick the regional box.
Original regional work was done mostly by regional teams for regional brands.
Thankfully, things are taking a turn for the better.
Big brands have begun to understand the importance of connecting locally. Both at a strategic, as well as cultural level. Yes, the ability to segregate media sharply has helped.
The Flibbr® team, fortunately, is blessed with some of the best known minds in the industry, who also happen to be from the southern part of the country. Which is one of the reasons we have been able to convert our strong belief in regional thinking into action.
From crafting a strategic path for Colgate Active Salt, to creating a culturally relevant idea for 7UP to helping IQOO launch its latest phone with a sharp eye on Tamil Nadu and Kerala, we are witnessing more and more business and brand heads taking the long overdue plunge.
Our work has, at one level, strong cultural truths at the heart of it. On the other hand, it speaks to the audiences in the language they actually speak.
Both, we believe, make a big, big difference.
Flibbr® Consulting has not deviated from its originally intended path – of bringing the best senior minds in the industry to focus on making a tangible difference to a marketers’ core business challenge.
Part of this effort, we believe, is helping brands, be they global or national, not just think, but also do glocal.
