As the war of IPL has been taken place at cricket ground, the war of brands continues in various mediums and it is as entertaining as super over. Beyond all criticism, scandals and outrage it is undoubtedly ‘money plant’ for organizers and even who are associated with it. Naturally, every advertiser want to catch the fever, what so ever. As a part of the industry, I have got a great feast of amazing ads like zoo-zoo of Vodafone, Idea Ungli cricket, max mobile and many more. I have also observed ads in regional language and Hindi have been introduced to catch the excitement. Thanks to a phrase gifted to us from US ad industry called – ‘Local Connect.’
The term sounds quite simple, but trust me, I have not experienced such a complicated word in my professional life [which hardly counts, but I have read (oh yes, I read only classics!) that this frames creates good impression in reader’s mind]. I guess it is easier to understand a woman than ‘Local Connect.’ Technically, it’s a broad term in the era of globalization, where ads are created at one spot and spread all around the world (look at Coke or Axe) that explains each and every ad should connect the audiences / readers / viewers/ listeners and they should feel that it is created (only) for himself/herself. It is rightly said that ‘a man, at some point of life tries to go back to routes.’ Sounds easy? Now tell me, how are you going get this factor while creating an advertisement? Experts (why do they only evolve from US or western countries) have given few simple rules; rather guidelines to bring the local connect.
1.Language: it is a prime identity of every man (it is an original statement, trust me!) now a days, where globalization has captured each and every field, English is getting maximum attention and core value. It is considered a ‘global language.’ All major policies have been framed, designed in English. At some point of time, it was considered as the ‘up market’ language. But the fact of the matter is , more than 80% of the people who’s mother tongue is not English, use it for the sake of job security and future prosperity. Tell many, how many of you use English while talking to parents? Or even friends? After certain extend, even marketing guys and ad-makers also realized the fact and they turned back to local languages. Now many of the ads are also created (rather translated or dubbed) in regional languages.
2.Language mix: it is a typical trend of ‘youngistan’. Now a days, we do not speak solo language. As we acquire all are education in English but speak mother tongue at home, use Hindi Movies as our national identity and work with colleagues belongs to different part of the nation with different mother tongue, it is quiet natural that all these things reflect from the language we speak. Thus, as-makers create the entire ad in English (why it is assumed that good ads can be created by people who have a good command over English?) with a bit of a use of some local words. Remember the ad of ‘Mont Blank’, where Anil Kapoor (unnecessary) uses the word ‘Beta.’
3. Local Flavor: this terminology is as complicated as Sania-Shoaib affair (oh god, still can’t believe Saniya is married now). Ideally this jargon is created to improve quality of the ad, but commonly used as a weapon by bosses and ad-agencies. If they couldn’t criticize your work and still not in a mood to praise you the words would be ‘where is the local flavor dude?’ it includes everything to connect localites including regional language, use of particular local words (remember Bingo’s ads few years back ?) visuals adding local touch, use of typical rituals, traditions etc etc etc.
There are lots more but as it is not an advertisement class, I guess it is enough for basic understanding. These guidelines sound pretty simple but when guidelines turned into rules and implemented by the people who has nothing to do with creativity but bounded by concepts learned in MBA or equivalent classes, ad becomes a complete mess.
For examples, latest trend of local connect is as simple as ‘translate the advertisement in regional language.’ Is it really enough? Again you do not have any voice as it is an order of client or boss (who keep telling you that the object of an ad is to sell the product but to explore your creativity.) Again problem is, most of the scripts are written in English and clients are ready to pay for it, but when it comes to regional ad, they are not really willing to put money in (such a dumb work! Anybody can do it. Ramu dekh to ise…) then the ad is translated by any ‘aira-gaira’ employee and ad looses its original effect. as examples ‘sweet taste of purity’ contextually and as per visuals has to be ‘Shuddhata ka asli swaad’ not ‘Shuddhata ka meetha swaad.’ Have you ever noticed what Dhoni says in Max Mobiles ad? ‘Ye mere Max mobile ka chatha dibba hain’ instead ‘ye mere chauthe Max Mobile ka Dibba hain.’
What about Priyanka Chopra singing a Marathi Song or Bipasha (close friends like me call her bips u know…!) speaking Telgu? Useless? Hopeless? But guys they have to do it (rather dubbing artist has to do it) because of Local connect. Have you ever seen or heard or even dreamed ‘Shakira’s Katthak Performance?’ (oh, finally I came to the title!) if it sounds ‘yuck’ then how could are we bearing these ads? I wouldn’t be wondering if I would see any of the Britney’s ‘Hindi jingle!’
The real problem is when conceptual local connect comes to the real world, ad makers or rather clients and Marketing bosses (who measures success of an ad in terms of revenue) have misinterpreted the term. Ultimate aim of the concept is it has connect with local people. Language, Songs, sounds, visuals any of it could have been used successfully, it can be achieved. Look at Zoo-Zoos of Vodafone? Remember 3 Zoo-Zoos are watching a cricket match from roof-top and binocular gets down? Or typical Indian music for ‘star of the match.’ Haven’t you notice Tata indicom’s ad, where a girl shows tattoo to her mom and Mom’s reaction ‘very nice!’ whole conversation is English but background sound of chanting, mom cutting vegetables are enough to feel local connect.
Fact of the matter is every advertiser is putting hell of money for ad-campaign and I am quiet sure, it is not for charity. He definitely expects good return out of it. Concept of a local connect is created to help him in getting back his investment. However, at the moment we are definitely not going toward right direction rather than using incorrect words, hilarious translations one should keep the original ad as it is or put some extra money to find out good translator knowledgeable local person. Either way message of the ad is not getting conveyed as effectively as it should be because of misinterpretation of the concept called ‘local connect.’ The best way is either one should produce effective ad or forget this concept as any ways his intention of local connect is getting lost and ad is treated as a joke.
Saurabh Karnik
9604786099
Saurabhkarnik.2006@gmail.com
