Future is #VocalForLocal… Are you keeping these salient points in mind?

The current times have seen consumers share an elevated bond of relatability and sensibility with brands. Becoming more cognizant of their spending and consumption habits, consumers now view brands as an extension of their ideas, sentiments and preferences – a friend, if you may! While addressing the nation, Prime Minister Narendra Modi emphasized on the need for ‘vocal for local’ to revive the economy from the lockdown lull and opened doors for brands to stir this thought in their vision and mission.

Here are some strategic avenues which brands and businesses can explore to leverage and capitalize on the opportunity:

Be Vocal for Local, literally!

Showcase, share and don’t shy away from demonstrating the local (Indian) practices being adopted by your brand to serve the audience.

For instance, homegrown brands can amplify their communication by exhibiting their Indian roots (legacy and journey) and the ground level association with diversified work culture being adopted by them.

Hand in Hand, international businesses can highlight CSR activities conducted by them to serve the community and et al.

Showcasing the human side of your brand

A brand’s success is largely defined by people – people you are servicing and people who are servicing, alike.

Taking the ‘vocal for local’ mantle ahead, brands can build their communication around the skill and talent of the local community.

For example, companies, Indian and International, can display how they have invested in local artisans to manufacture and produce products for them, and how they have deployed local manufacturing services, trading and supply chains.

Establishing an emotional connect with the audience by bringing in the local people who make it happen, will aid in creating an emotional connect and relevance.

Don the versatility cloak of Language 

The key to crafting a valuable communication lies in research and identification of audience nuances.

For a brand, it is important to have a clear and in-depth understanding of its target audience’s demographic, preferences, interests and language!

As the India goes digital, language is one of the most important tools for creators, brands, and businesses.

One of the many ways in which brands can depict their presence locally is by – transcreation. It is important to remember that it is not always videos or visuals but also the way brands converse (audio) with users in their regional language.

Make and Revel in India

The pandemic has halted commodity export significantly, but, it has also enabled the Indian consumer with an opportunity to experience high-quality and world class local produce.

Brands can communicate the distinct elements of products being offered to the consumers.

For example, a textile industry can talk about the quality of the cloth being manufactured, while the food industry can talk about the local organic ingredients (spices, nuts, fruits).

It is important for companies to take actions that build trust, reinforce values and form stronger bonds with consumers. As the world continues to unravel in the most interesting manner, the above ideas will help plan an effective strategy to take your success story ‘live’ to the world.