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Why Regional Language Content is the Next Big Thing for Indian Digital Campaigns

In India’s vast and linguistically diverse landscape, the dominance of English in digital marketing is gradually giving way to a more inclusive and impactful approach—vernacular content marketing. With over 121 languages spoken and 22 official languages, India’s digital ecosystem is entering a new era where multilingual content is no longer a choice but a necessity.

For brands looking to connect deeply with their audiences, particularly beyond metro cities, regional language content is emerging as the next big thing in digital campaigns. In this blog, we’ll explore why multilingual content in India is transforming digital strategies, backed by market data, case studies, and expert perspectives.

The Rise of Vernacular Internet Users in India

According to the KPMG-Google report, India is projected to have over 536 million non-English-speaking internet users by 2025. As smartphone penetration deepens and data costs remain low, a new wave of users from tier-2, tier-3 cities and rural areas are accessing content in Hindi, Tamil, Telugu, Bengali, Marathi, and other local languages.

A 2024 IAMAI and Nielsen study reveals that 68% of Indian internet users prefer content in their native language, a number that keeps increasing year-on-year.

This linguistic preference presents a massive opportunity for brands to rethink their digital marketing strategies and adopt multilingual content to win customer trust, loyalty, and engagement.

Case Study: ShareChat – Built for Bharat

One of the most compelling success stories of regional content is ShareChat, a social media platform catering to regional language users. Unlike Facebook or Twitter, ShareChat thrives by supporting content in 15 Indian languages, attracting users from non-metro cities who previously felt alienated by English-first platforms.

As of 2025, ShareChat has:

Its success reinforces the power of vernacular content marketing in capturing untapped user bases in India.

Why Brands Are Turning to Vernacular Content

  1. Emotional Resonance
    Communication in one’s native language builds stronger emotional connections. Brands using regional languages appear more authentic and trustworthy—a key driver for Indian consumers.
  2. Wider Reach Beyond Metros
     Tier-2 and tier-3 cities are witnessing a digital consumption boom. To tap into this audience, multilingual content is essential.
  3. Higher Engagement Rates
    Regional content sees 1.5 to 2 times higher engagement, as reported by Facebook India, especially in video and voice content formats.

Lower Cost Per Acquisition (CPA)
 Running ads in regional languages on platforms like Google or Meta often leads to lower CPCs and CPAs, thanks to reduced competition and more targeted relevance.

Example: Amazon India’s Vernacular Push

Amazon’s voice-enabled shopping assistant in Hindi, Tamil, and Telugu has been a game-changer. Users from cities like Jaipur, Lucknow, and Vijayawada increasingly use voice search in local languages to browse and buy products.

According to Amazon, 60% of new users during its 2024 Great Indian Festival sale came from vernacular segments, showing that multilingual content India is directly linked to business growth.

Industry Report: Google’s Vernacular Strategy in India

Google’s Bolo (now integrated into Read Along) is a free app designed to help children learn reading in Hindi, Marathi, Bengali, and Tamil. This regional content strategy helped Google increase user adoption in remote parts of India by 43% within the first year.

In addition, Google Ads now supports dynamic ad creation in 10 Indian languages, enabling advertisers to scale vernacular campaigns efficiently.

Regional Language Content for Different Platforms

  • YouTube India: Over 95% of YouTube content consumed in India is in regional languages.
  • Instagram Reels: Regional language reels see 30% higher completion rates, especially in Bhojpuri and Kannada.

Voice Search: As per Google India, over 28% of searches are voice-based, and most are conducted in native languages.

How Indian Brands Are Leveraging Multilingual Content

  1. Zomato: Offers its app interface in multiple Indian languages, leading to a 22% increase in orders from smaller towns.
  2. Patanjali: Frequently uses Hindi and regional dialects in its YouTube ads and social content to appeal to semi-urban audiences.
  3.  Byju’s: Introduced vernacular learning modules to penetrate regional edtech markets and has seen higher retention in South India.

Internal Insight: How AtomComm Uses Regional Content Strategies

At AtomComm, we’ve observed a marked increase in conversion rates for regional campaigns run for FMCG and EdTech clients. For one of our Bengaluru-based clients, translating blog content and email campaigns into Kannada and Telugu increased website dwell time by over 45%.

We consistently recommend a vernacular-first approach for campaigns targeting Bharat users. From SEO-rich blogs in Hindi to voiceover videos in Marathi, the success lies in localization, not just translation.