How Multilingual Marketing Drives Higher Engagement in Indian Markets
There are 22 official languages in India spoken by 1.4 billion people. That means there are countless opportunities to reach customers and make them feel valued by speaking their language.
English-only marketing strategies have been leaving engagement on the table. Not everyone reads English well enough to understand an ad. By writing ads only in English, brands may be missing a significant portion of their audience.
In contrast, a multilingual marketing campaign helps reach multiple audiences, capturing the attention of the right customers at the right time.
What Multilingual Marketing Really Means
India is home to nearly two dozen official languages, along with a wide range of cultures that have blossomed and thrived over time. When running a multicultural marketing campaign, getting the language right is only one part of the picture.
Success comes from language personalization, which sits at the intersection of three factors:
- The right message
- The right language
- The right region
What works in Punjab won’t necessarily resonate in Tamil Nadu. Linguistic, regional, and cultural differences all influence how marketing is received. Successful local language marketing takes these factors into account so audiences feel understood rather than alienated.
Where Language Choice Matters Most Across Regional Channels
There are certain instances in which language choice has a greater impact than others.
News apps are a good example. When these apps surface regional headlines and offer content in the local language, users are more likely to open and read the story. Simply seeing content in their own language make it feel more relevant.
Another example is shopping apps that deliver deals in local languages. Everyone loves a good deal, and it’s much easier to find one when it’s presented in a familiar language. Local language marketing makes offers more accessible and engaging.
These examples highlight the impact of language-first strategies, but the opportunity extends far beyond them. Any channel people rely on daily and consider essential is a strong candidate for language personalization.
Why Regional Language Content Drives Deeper Engagement
Audiences respond more deeply to regional language content in their preferred language. First, it’s easier to understand. There’s no struggle with English or with concepts that don’t fully align with local culture.
Second, local language marketing helps audiences feel recognized. It signals that brands have taken the time to understand their needs and value them enough to communicate on their terms. As a result, customers are more likely to engage with offers and products.
How Local Language Marketing Improves Engagement Metrics
Translating marketing materials into regional languages can improve engagement in several ways, including:
- Higher video watch time
- Higher email open rates
- Increased app usage
Higher Video Watch Time
People are much more likely to watch a video when it’s presented in their own language. If it’s not, they’re likely to scroll right past it.
When brands translate videos into regional languages, audiences have a stronger incentive to watch because the content is easier to understand and more relevant.
Higher Email Open Rates
Much like video content, emails that aren’t written in a recipient’s preferred language are easy to ignore—or delete altogether. In some cases, they’re opened only to unsubscribe.
Emails delivered in regional languages signal that brands value their audience and want them to engage with their products or services. Showing that customers’ needs and preferences matter helps build loyalty and long-term retention.
Increased App Usage
App localization also pays dividends.
By translating an application’s user interface copy into regional languages, apps become more accessible to local audiences. Users feel included and recognized, which encourages adoption and ongoing use. This can ultimately drive revenue growth.
Push notifications also perform better when delivered in a language users understand. When a notification appears in a familiar language, people are far more likely to engage with it.
Applying Multilingual Marketing at Scale in India
With 22 official languages, where should brands start?
The first step is prioritizing languages and regions based on audience data. Some regions may have a higher concentration of customers than others, making it wiser to focus translation efforts there.
Next, brands should focus on high-impact channels—those people rely on daily for shopping, news, and networking. Because these channels are deeply embedded in everyday life, marketing messages delivered through them are more likely to be noticed and acted upon.
The third step isn’t a stopping point, but an ongoing process of testing and learning. By understanding what works and what doesn’t, brands can refine their approach and expand language strategies into additional high-potential regions.
Turning Language Insight into Engagement
Language is a powerful growth lever in Indian markets. With multilingual marketing, you’ll be able to reach and engage new customers as they discover your brand in the language that feels most natural to them.
Turning that opportunity into consistent, measurable impact takes more than translation. See how TransPerfect helps organizations scale regional-language content across Indian markets.