Unlocking the Potential of Vernacular Marketing for Indian Brands in 2026

India’s digital landscape is changing fast. As internet access spreads beyond urban centers, millions of new users are joining online platforms, most of whom prefer content in their native languages. For brands aiming to grow in 2026, tapping into this vernacular wave is no longer optional—it is essential. Vernacular marketing offers a clear path to connect deeply with India’s diverse audiences, driving engagement and sales in ways that English-only campaigns cannot match.

Regional newspapers in local languages on a street vendor's stall

India’s Regional Language Explosion

India is home to hundreds of languages, but a few regional languages dominate digital content consumption. Hindi, Tamil, Marathi, and Bengali lead the pack with rapidly growing online audiences. According to recent reports, over 75% of new internet users in India prefer content in their mother tongue. This trend is reshaping how brands communicate.

Brands that create content in these languages see measurable benefits:

• Higher click-through rates (CTR): Ads and posts in regional languages resonate better, leading to more clicks.

• Lower cost per click (CPC): Competition is less intense in vernacular spaces, reducing advertising costs.

• Greater reach: Regional language content taps into markets beyond metropolitan cities, reaching rural and semi-urban consumers.

  
  

For example, a consumer goods brand running Hindi and Marathi campaigns reported a 30% increase in engagement compared to their English-only ads. This shows the clear advantage of speaking the audience’s language.

Why Vernacular Content Works

Vernacular marketing succeeds because it builds trust and creates emotional relevance. When people see content in their native language, they feel understood and valued. This connection encourages higher consumption rates and brand loyalty.

• Trust: Local language content feels authentic and less like a sales pitch.

• Emotional relevance: Cultural nuances and expressions resonate more deeply.

• Higher consumption: People spend more time engaging with content they can easily understand.

  
  

For instance, a Tamil-language video campaign for a health product saw viewers watching 40% longer than the same video in English. This shows how vernacular content holds attention better.

How Brands Should Localise Their Digital Strategy

To succeed with vernacular marketing, brands must go beyond simple translation. Effective localisation involves adapting the entire digital strategy to regional preferences.

Key steps include:

• Multi-language ads: Create separate campaigns for each target language rather than one-size-fits-all messaging.

• Regional influencers: Partner with local creators who have strong community trust and cultural insight.

• Local landing pages: Design website pages tailored to each language and region, including local offers and testimonials.

  
  

For example, a fashion brand launched Tamil and Bengali influencer campaigns alongside dedicated landing pages. This approach boosted conversions by 25% in those markets.

Smartphone displaying a regional language advertisement featuring a local influencer

How BrandCraft Helps Brands Go Local

BrandCraft specialises in helping brands unlock India’s vernacular potential. Their services include:

• Vernacular ads production: Creating culturally relevant ads in multiple Indian languages.

• Regional creator campaigns: Connecting brands with trusted local influencers for authentic outreach.

• Localization audits: Reviewing existing content and strategies to identify gaps and opportunities for regional adaptation.

  
  

With BrandCraft’s support, brands can confidently reach India’s next 500 million consumers who prefer local languages. Their expertise ensures campaigns are not just translated but truly local.