Speak your customer’s language

Speak your customer's language Why CMOs are prioritizing local language experiences in India

India has internet users. 600M

But exclusively use English online. 1 only 2%

Are marketers meeting the growing need for local language experiences? { "selector": "[data-custom-animation-id=\"fly-in-left-0.3-0.55\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0.3s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.3s", "duration": "0.55s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-0.4-0.55\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0.4s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.4s", "duration": "0.55s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-0.5-0.55\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0.5s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.5s", "duration": "0.55s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

Indian language users are frustrated by their limited options online. “ This last page is in English. I usually fill forms myself. Now, I have to get someone else’s help. This should also have been in Telugu. Male, 49, Vijayawada { "selector": "[data-custom-animation-id=\"fly-in-bottom-1.0-0.5\"]", "--x": "0", "--y": "calc(100 * 1vh + height())", "animations": [ { "duration": "1.0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "1.0s", "duration": "0.5s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-0-0.6\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "0.6s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-bottom-1.7-0.45\"]", "--x": "0", "--y": "calc(100 * 1vh + height())", "animations": [ { "duration": "1.7s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "1.7s", "duration": "0.45s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

Poorly translated content can also disrupt purchase journeys. “ I understand Hindi well, but not (non-colloquial) Hindi words like taral (liquid) here. I have not heard of this word since school. No one understands these anymore. Female, 22, Kanpur { "selector": "[data-custom-animation-id=\"fly-in-bottom-0.8-0.5\"]", "--x": "0", "--y": "calc(100 * 1vh + height())", "animations": [ { "duration": "0.8s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.8s", "duration": "0.5s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-0-0.6\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "0.6s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-bottom-1.5-0.45\"]", "--x": "0", "--y": "calc(100 * 1vh + height())", "animations": [ { "duration": "1.5s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "1.5s", "duration": "0.45s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

8 in 10 users want to use their regional languages when shopping online. 2 { "selector": "[data-custom-animation-id=\"fly-in-left-0-0.5\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "0.5s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-0.4-0.55\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0.4s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.4s", "duration": "0.55s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

People feel reassured by local language experiences, helping them shop more confidently … “ Earlier (when the description was in English), I would only look at the picture and choose, but now it is in Tamil and it is very helpful. Male, 33, Coimbatore { "selector": "[data-custom-animation-id=\"fly-in-bottom-1.0-0.6\"]", "--x": "0", "--y": "calc(100 * 1vh + height())", "animations": [ { "duration": "1.0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "1.0s", "duration": "0.6s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-0-0.6\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "0.6s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-bottom-2.5-0.4\"]", "--x": "0", "--y": "calc(100 * 1vh + height())", "animations": [ { "duration": "2.5s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "2.5s", "duration": "0.4s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

and creating stronger connections and love for your brand. “ This site is in Hindi. I can clearly understand what to do… on my own. I will tell my friend to try it now and book a class for her kid. Female, 22, Nagpur { "selector": "[data-custom-animation-id=\"fly-in-bottom-0.8-0.5\"]", "--x": "0", "--y": "calc(100 * 1vh + height())", "animations": [ { "duration": "0.8s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.8s", "duration": "0.5s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-0-0.6\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "0.6s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-bottom-2.2-0.45\"]", "--x": "0", "--y": "calc(100 * 1vh + height())", "animations": [ { "duration": "2.2s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "2.2s", "duration": "0.45s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

See better results with end-to-end localization. Indic language keywords Indic language ad copy Indic language landing page Indic language speaking customer support { "selector": "[data-custom-animation-id=\"fly-in-left-0-0.5\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "0.5s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

By creating a seamless Hindi experience, HDFC Mutual Fund saw: { "selector": "[data-custom-animation-id=\"fly-in-left-0-0.7\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "0.7s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-0.3-0.8\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0.3s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.3s", "duration": "0.8s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

Dive into our UX Playbook featuring 5 practical principles for building local language experiences on your apps and websites. Learn more { "selector": "[data-custom-animation-id=\"fly-in-top-0-0.55\"]", "--x": "0", "--y": "calc(-100 * 1vh - height())", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "0.55s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

Credits

Mobile Transformation Lead, Google India: Pratyush Sinha Product Marketing Manager, Google India: Meet Paswan Story: J ess Duarte, Shuang Ang Design & Animation: PHQ (Agency) Visual Story What makes a trend? Human truths behind the Top 5 Youtube trends 1. IAMAI/Kantar, ICUBE 2020 Report, 2020. 2. Google/Kantar, IN, Indic Preference Research, n=3,596 urban consumers, Jan 2021.

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