Sep 17, 2008

Mktg - Detergent ads more effective in Hindi;Indian Americans

MNCs marketing luxury goods abroad should publicise them in English and frame ads for necessities in the local language for greater communicability and reach, according to a new study by two Indian Americans.

Aradhna Krishna and Rohini Ahluwalia of Universities of Michigan and Minnesota, respectively, examined the role of language in advertising in India. Their results indicate that multinationals marketing products, among bilingual populations, should pay special attention to language.

The authors found that participants’ perceptions of ads changed significantly when different languages were used. “While Hindi is associated with belongingness (close, personal, friendly, family), English is associated with sophistication (global, cosmopolitan, urban, upper class),” the authors wrote.

The researchers found that ads for detergent were more effective when they were partially or fully in Hindi. Conversely, when the product being marketed was a luxury item—chocolate in this case—participants reacted more favourably to ads in English.

The authors also found that participants responded favourably to mixed-language advertising. Their findings are scheduled for publication in the December edition of the Journal of Consumer Research.

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