Localization of Coca-Cola's 2011 global campaign for the local Indian Market.
Copywriter, Translator, and Researcher.
Art Directors, Hindi Copywriters, Creative Director, Account Executives, Client (Coca-Cola).
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
Craft clear ad copy and song lyrics
Improve UX and create delightful localized content
I researched several contexts and issues related to India and interviewed colleagues from various parts of India to gain insights
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
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
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.
Close to 700k views
Comments on the video