CONTENT LOCALIZATION
Project
Localization of Coca-Cola's 2011 global campaign for the local Indian Market.
Role
Copywriter, Translator, and Researcher.
Collaborators
Art Directors, Hindi Copywriters, Creative Director, Account Executives, Client (Coca-Cola).
Problems
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The copy had to reflect Indian issues and convey a similar message to the international campaign
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Conveying a positive message in an increasingly divided world
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Getting rid of stereotypical representations
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Translating the Hindi song lyrics into English without losing its meaning
Goal
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Craft clear ad copy and song lyrics
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Improve UX and create delightful localized content
Process
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I researched several contexts and issues related to India and interviewed colleagues from various parts of India to gain insights
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Ideating
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Writing - I translated the Hindi song in the TV commercial into English and checked the language used for accuracy, clarity, and consistency in collaboration with Hindi copywriters
Researched and localized content
Snapshot of the TV script
Song lyrics translation
Snapshot of the TV commercial song translation
Mockup of the outdoor hoarding
Mockup of the campaign at different touchpoints
International campaign that was adapted for the local Indian market
Final product: The TV commercial adapted to Indian audiences and context
Lessons Learnt
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The campaign taught me that localization is important as one size doesn't fit all
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Even global brands like Coca-Cola experiment with various approaches, gain insights from their campaigns, and adjust their marketing strategies
Outcome
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The TV commercial was effectively adapted and launched for an Indian audience
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Many of my suggestions were well-received
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Even to this day, it remains relevant for conveying a positive message
How did I know the problem was solved?
Through the number of ideas, likes, and comments on the video.
Stats:
Close to 700k views
9.4k Likes
356 comments
Comments on the video
