CONTENT LOCALIZATION
Project
Localization of Coca-Cola's 2011 global campaign for the local Indian Market.
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Role
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Copywriter, Translator, and Researcher.
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Collaborators
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Art Directors, Hindi Copywriters, Creative Director, Account Executives, Client (Coca-Cola).
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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
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Goal
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​Craft clear ad copy and song lyrics
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Improve UX and create delightful localized content
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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
![Screen Shot 2023-06-05 at 1.26.34 PM.png](https://static.wixstatic.com/media/711e1a_ea472d3e2af64b7bb835b7837d062230~mv2.png/v1/fill/w_70,h_31,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202023-06-05%20at%201_26_34%20PM.png)
Snapshot of the TV script
Song lyrics translation
![Screen Shot 2023-06-05 at 1.19.25 PM.png](https://static.wixstatic.com/media/711e1a_3bd8df48e2cb4394bbd941a176d00ea7~mv2.png/v1/crop/x_44,y_59,w_715,h_509/fill/w_63,h_45,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202023-06-05%20at%201_19_25%20PM.png)
Snapshot of the TV commercial song translation
![Screen Shot 2023-06-05 at 1.31.38 PM.png](https://static.wixstatic.com/media/711e1a_7add89b2cea84f979fcec06f0016e164~mv2.png/v1/fill/w_59,h_42,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202023-06-05%20at%201_31_38%20PM.png)
Mockup of the outdoor hoarding
![coffee shops.jpg](https://static.wixstatic.com/media/711e1a_ee1dc4db6a994d41b195483e957fabc4~mv2.jpg/v1/fill/w_107,h_76,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/coffee%20shops.jpg)
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
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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
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How did I know the problem was solved?
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Through the number of ideas, likes, and comments on the video.
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Stats:
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Close to 700k views
9.4k Likes
356 comments
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![](https://static.wixstatic.com/media/711e1a_ed831eb0849548ef812445fdad2d8221~mv2.png/v1/fill/w_53,h_19,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/711e1a_ed831eb0849548ef812445fdad2d8221~mv2.png)
Comments on the video
![Screen Shot 2023-10-22 at 3.08.26 PM.png](https://static.wixstatic.com/media/711e1a_a1b43c7e704143cba4db3e62dd8a2bb1~mv2.png/v1/crop/x_0,y_0,w_352,h_84/fill/w_83,h_20,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202023-10-22%20at%203_08_26%20PM.png)
![Screen Shot 2023-10-22 at 3.08.11 PM.png](https://static.wixstatic.com/media/711e1a_536e8be40aa14617a9bc69c8302030f7~mv2.png/v1/crop/x_0,y_0,w_451,h_65/fill/w_104,h_15,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202023-10-22%20at%203_08_11%20PM.png)
![Screen Shot 2023-10-22 at 3.09.06 PM.png](https://static.wixstatic.com/media/711e1a_089b877aadce47d6a8d27e01f9a40f0f~mv2.png/v1/crop/x_0,y_0,w_364,h_60/fill/w_82,h_14,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202023-10-22%20at%203_09_06%20PM.png)
![Screen Shot 2023-10-22 at 3.08.49 PM.png](https://static.wixstatic.com/media/711e1a_98cd1ad9636e43dd8d2b0f9c24239f1a~mv2.png/v1/fill/w_93,h_17,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Screen%20Shot%202023-10-22%20at%203_08_49%20PM.png)