65. Customizing communication for the Indian audience


There is a lot of information clutter in the market today. The consumers are exposed to various types of information in abundance, but, there is so much that a human mind can take in a day. So, they filter through the content and consume what is of their interest, taste and liking. This increases competition and makes corporate communication so much harder. You will send out your message but, how do you ensure that it is reaching your target audience?



Talking in context of the Indian audience, we have different tastes and preferences which the communication strategy should cater to. Indian audience can be further subdivided into different segments, but, there are some things at the core of it all. This blog is inspired from a Campaign planning workshop in SCoRe with Nitin Mantri, CEO Avian WE.  Following are some points that should be used in a communication strategy when talking to the Indian audience.

1. Be hyperlocal:
Sometimes your ideas don’t have to be big, they just need to speak to the people in their own language. By language I don’t necessarily mean the linguistic barrier, it could be ideas for the local audience. A big part of Indian audience resides in small towns and villages. Craft your communication around them and their culture, this could help it stand out from the clutter.

2. Emotional storytelling:
Emotions are the most important element. Any type of content that hits the emotion of the audience is always remembered. It can establishes a connection between you and your target group. Indians are true to their culture and emotions. Craft your story effectively to make it emotionally appealing, this will also increase the engagement from the customers.

3. Use multiple channels:
This is one of the most important aspects of mass communication today. The idea here is to take one communication strategy with a core objective and amplify it using multiple channels at once. This increases the visibility of the brand and caters to different sets of target groups collectively. Many brands now use this strategy to boost their campaigns.

4. Have a purpose:
Purpose led communication is the key in today’s day and age. Consumers now have become very conscious of what they invest their time in. The content they consume depends on their likes and beliefs. Content without a purpose just adds to the clutter, it does not attract the audiences. Corporates are now using thought leadership and purpose-led communication to make their voice clear and distinct.

There is no hard and fast rule for building a communication strategy. These points just provide an added insight into the audience. 

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