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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

  • The copy had to reflect Indian issues and convey a similar message to the international campaign

  • Conveying a positive message in an increasingly divided world

  • Getting rid of stereotypical representations

  • Translating the Hindi song lyrics into English without losing its meaning

Goal

 

  • Craft clear ad copy and song lyrics

  • Improve UX and create delightful localized content

Process

  • I researched several contexts and issues related to India and interviewed colleagues from various parts of India to gain insights

  • Ideating

  • 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

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Snapshot of the TV script

Song lyrics translation

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Snapshot of the TV commercial song translation

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Mockup of the outdoor hoarding

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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

  • The campaign taught me that localization is important as one size doesn't fit all

  • Even global brands like Coca-Cola experiment with various approaches, gain insights from their campaigns, and adjust their marketing strategies

Outcome

  • The TV commercial was effectively adapted and launched for an Indian audience

  • Many of my suggestions were well-received

  • 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

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