Think back to the early 2000s—when the internet was just taking off in India. Back then, if you wanted to browse the web, English was pretty much your only option. Fast forward to today, and the digital landscape has undergone a massive transformation.
From WhatsApp forwards in Hindi to viral YouTube videos in Tamil, regional content isn’t just growing—it’s dominating. More than half of India’s internet users now prefer content in their native language. Brands that fail to recognise this shift risk missing out on a massive, engaged audience.
But what’s driving this vernacular boom? And more importantly, how can businesses leverage it to expand their reach? Let’s break it down.
A brief history of vernacular content in India
The way Indians consume content online has changed dramatically over the years. From an English-dominated internet in the early 2000s to today’s thriving regional language landscape, the shift has been nothing short of revolutionary. Let’s take a quick look at how we got here.
- 2000s – The English internet era: Limited internet access meant that most content was in English, catering to urban, educated audiences.
- 2010s – Rise of regional consumption: Affordable smartphones and cheap data (thanks to Jio’s 2016 revolution) led to a surge in regional-language users.
- 2020s – The vernacular boom: Today, over 57% of India’s internet users consume content in their native languages, making vernacular marketing a game-changer.
The rise of Hindi, Tamil, and regional language campaigns
India’s diverse linguistic landscape has paved the way for hyperlocal digital marketing strategies. Brands are no longer limiting themselves to English-speaking metro audiences. Instead, they’re tapping into Bharat’s Tier 2 and Tier 3 cities by creating campaigns in Hindi, Tamil, Telugu, Marathi, and other regional languages.
Examples of regional campaigns
- Amazon’s Hindi & Tamil shopping experience – Amazon introduced a fully localised shopping interface, making online shopping easier for non-English speakers.
- ShareChat’s dominance – With more than 180 million active users, this regional social media platform thrives on vernacular engagement.
- Swiggy & Zomato’s regional ads – Food delivery giants now run hyperlocal ad campaigns in multiple languages to increase relatability and conversions.
Why is vernacular content booming in India?
It’s not just a passing trend—it’s a fundamental shift in the way Indians consume digital content. Here’s why:
- Increased internet penetration: Cheaper smartphones and data plans have brought millions of new users online. According to a KPMG-Google report, 90% of new internet users in India prefer content in regional languages.
- Higher engagement & trust: Consumers are more likely to engage with content in their native language. Studies show that vernacular content enjoys 2x higher engagement rates than English content in India.
- Growth of regional platforms: Apps like ShareChat, Moj, and Josh cater specifically to vernacular audiences, challenging global giants like Facebook and Instagram in regional markets.
- Vernacular search is booming: Over 86% of Google searches in India happen in regional languages. This means brands optimising for vernacular SEO are seeing better visibility and conversions.
- E-commerce & digital payments in local languages: Platforms like Amazon, Flipkart, and Paytm now offer interfaces in multiple languages, making digital transactions easier for non-English speakers.
With regional content becoming the norm, the question is no longer about whether to adopt it but how to do it effectively. Here’s how you can craft winning vernacular strategies.
How to leverage vernacular content in 2025?
Vernacular content is more than just translation—it’s about cultural connection and localisation. Brands that want to stay ahead must craft authentic, region-specific strategies rather than relying on direct English-to-regional translations. Here’s how to do it effectively:
1. Tap into a new customer base with hyperlocal content
- Consumers feel an instant connection when brands communicate in their native language.
- Use local dialects, cultural references, and region-specific storytelling to build rapport with previously untapped audiences.
- Example: A brand targeting Marathi-speaking consumers should incorporate local phrases and cultural nuances rather than just translating English content.
2. Boost brand recognition with regional campaigns
- Vernacular campaigns have higher recall because they feel more personal to consumers.
- Invest in localised ads, subtitles, and region-specific social media pages to strengthen brand identity.
- Learn how brand storytelling ignites engagement and drives sales.
- Example: Swiggy’s Tamil-language campaigns saw higher engagement rates than their English ones in South India.
3. Optimise for vernacular SEO & search trends
- Over 70% of Google searches in India happen in regional languages.
- Implement vernacular keywords such as digital marketing in Hindi, social media marketing in Tamil, or digital marketing in Telugu to improve search rankings.
- Optimise content for voice search, as many regional users prefer speaking over typing.
4. Leverage the power of local influencers
- Regional influencers have stronger audience trust and engagement compared to mainstream celebrities.
- Partner with micro-influencers from Tier 2 & Tier 3 cities who create content in local languages.
- Example: A Telugu brand campaign will perform better when promoted by a Telugu-speaking influencer rather than a generic influencer with a national audience.
5. Invest in AI-powered vernacular chatbots & support
- AI-driven customer support in regional languages can boost engagement and retention.
- Implement WhatsApp and website chatbots that assist users in their native language.
- Example: Flipkart’s AI chatbot in multiple languages helps first-time online shoppers navigate purchases easily.
6. Create high-impact video & voice content
- Video content in vernacular languages is skyrocketing—YouTube Shorts, Instagram Reels, and Moj are the go-to platforms.
- Invest in regional-language video ads, tutorials, and voice-based content to drive engagement.
- Optimise for audio content & podcasts, as vernacular users increasingly consume information through voice.
7. Align with government initiatives for vernacular inclusion
- The Indian government is actively promoting digital literacy in regional languages.
- Collaborate with initiatives that support local-language content, helping brands reach a wider audience.
- Example: Google’s ‘Bolo’ app was designed to help children in rural India learn through regional-language voice support.
Conclusion
Vernacular content is already shaping the present. Brands that embrace this shift are seeing higher engagement, stronger customer trust, and better ROI. Here’s how TalkNLock can help you navigate this evolving landscape:
- Performance-driven digital marketing that ensures visibility across platforms.
- Social media marketing tailored for hyperlocal engagement.
- SEO and content marketing optimised for vernacular search trends.
- Brand strategy & storytelling that builds strong connections with regional audiences.
- Influencer marketing leveraging trusted voices in Tier 2 and Tier 3 markets.
- Paid ads & performance marketing fine-tuned for maximum impact across localised campaigns.
Whether you’re looking to tap into regional markets, optimise for vernacular search, or craft high-impact campaigns in multiple languages, partnering with the right digital marketing company can make all the difference in reaching regional audiences effectively.
Ready to scale your brand with vernacular marketing? Let’s talk.
