Brands look at ways to crack the language code in Indian hinterland

Marketers are helping brands craft multi-lingual narratives, but technology and budgets prove to be stumbling blocks

A potential 205 million internet non-users could go digital only if it were accessible in a language of their choice, according to a recent report by the Internet and Mobile Association of India (IAMAI) & Kantar IMRB. The huge untapped digital footprint is no surprise to brands that have struggled to crack their way into the Indian hinterland, the past few years. 

Even though the need to go multi-lingual is lost on none, a clutch of issues ranging from technological barriers to budget constraints and the sheer diversity of languages have held brands back. How are marketers finding their way around