Brands go hyperlocal to engage with consumer

NEW DELHI: Localism, a global trend in consumer preferences, is now being adopted by advertising, with Indian companies increasingly tailoring messages to resonate with hyperlocal tastes and community identities. While pan-India narratives still have their place, there's a growing demand among consumers for stories that are deeply rooted in their own cultural milieu.
Brands are now refreshingly taking on the challenge and opportunity of engaging with the 'local' consumer, according to latest insights from Kantar's Creative Effective Study 2024, which studied over 1,400 advertisements here across categories, markets, and media formats.
Soumya Mohanty, MD & chief client officer - South Asia, insights division, Kantar, told TOI: Hyper localisation of consumer preferences reflects in content, with brands being forced to adapt to establish a deeper connect. Investing in original creatives, by going native on multiple dimensions-insights, creative idea and treatment, and execution ensures maximising of reward for the brand."
For instance, Maggi Noodles' positioning in South India was typically anchored around mother's love, apart from the core proposition of convenience. In recent times, it was observed that the family dynamics were changing in the South, and parents were no longer the benevolent disciplinarian but increasingly becoming friends with their children. The new communication of Maggi in South reflects the evolved dynamics by bringing in the father in a family fun situation, she pointed out.
Rather than adopting a one-size-fits-all approach, companies are focusing on understanding the unique preferences, traditions, and values of specific regions or communities within India. By doing so, they can establish more meaningful connections and build trust with their target audiences.