What would be a good example of product localisation?
Why do you have different marketing strategies for the North and South? In a market where there is so much media fragmentation, tastes differ quite substantially. One has to adapt and be more focussed on what works for a particular market. Our marketing teams understand the psyche of the audiences in the various locations. We tweak our campaigns accordingly. For example, Welcome to the Jungle did better in the hinterland than it did in Mumbai. The Hindi campaign was quite different from the Tamil and Telugu campaigns. The flavour of the film caught on with the vernacular audiences. The local advertising connects are different. Promotional lines have to be different. In the South, outdoors gained in prominence because there is a huge amount of postering that happens there. The regional language posters showcased the action-oriented nature of the film – because to catch the attention of Tamilians you have to get in their faces. All their products are crying out for attention and so you m
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- What would be a good example of product localisation?
