Agency Feature: Momspresso Bharat

Who are we?

Momspresso Bharat is a digital vernacular services agency. We are here to enable brands to leverage the regional language opportunity by providing various aspects of vernacular content including audio, video, and text.

Stemming from the regional language expertise at Momspresso, the aim of Momspresso Bharat is to help brands communicate with their users in the language of their choice.

What's in the name?

Momspresso Bharat is a dedicated division launched by Momspresso, India’s largest user-generated content platform for women; to offer digital solutions for brands in leading Indian languages including Hindi, Bengali, Marathi, Tamil, Telugu, Malayalam and Kannada, thereby speaking to Bharat.

As per the Google KPMG 2018 report, Indian language Internet users are expected to account for nearly 75% of India’s vvuser base by 2021. In the world of internet, India is shaping into Bharat.

Thus, Momspresso Bharat!

What we do?

Momspresso Bharat is uniquely positioned to offer regional language services by leveraging the expertise derived from managing India's largest multi-lingual platform for women.
More specifically, the services offered include Vernacular language Content Creation in text, video and audio format, digital films, localization of websites, regional insights, management of vernacular Social Media pages, transcreation (as opposed translation) services.

Why we do it?

India is currently witnessing rapid growth in regional language users. The report cited above mentions that 70% Indians find local language digital content more reliable. While local language content consumers are booming, brands and agencies face several challenges in leveraging this opportunity. Momspresso Bharat helps them overcome this gap by providing various regional language solutions.

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How we evolve?

We have seen an evolution of languages right from content creation to curation and finally distribution while developing Momspresso – India’s largest multilingual platform. We are ahead of the curve when it comes to learning from this development.

Plus, it’s imperative to constantly evolve, learning from the challenges faced by brands. For example, when Amazon launched Hindi, there was an immediate requirement for brands to get their products listed in Hindi. And we are working closely with a few RB brands to transcreate the same.

Social responsibility in social media

Given that we have highly active social media pages across languages for Momspresso, we lay huge emphasis on the language we use, the progressive content that we put out, which creates an overall positive feel. The same learnings are rendered in Momspresso Bharat as well.

Need of the hour

Regional content is increasingly being leveraged to increase brand recall through vernacular-based digital advertising. The structuring of marketing teams will also need to undergo a fundamental change. Brands will need to have regional representation to get that all-India nuance right in their communication.

We learned the hard way

‘Think’ in regional languages. When we initially launched the languages at Momspresso, we thought in English and executed in Hindi. But its only when we got a Hindi Editor on board to drive, think & execute in Hindi, we started seeing growth in engagement. Similarly, we now have editors in all languages – Bengali, Tamil, Telugu, Marathi, Kannada & Malayalam. As of today, regional languages drive 80% of Momspresso traffic.

Localization is key! While we had our content in Hindi, but the CTAs & menu was in English. We assumed that the same will be acceptable with the language users. But once we changed the same to Hindi, it changed everything. Between Oct 2017 – Oct 2018, our traffic has quadrupled.

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Did we just share that?

It’s quite amusing to work with some brands who have a requirement for regional content, but are not able to give timely feedback & approvals as they do not have internal structures to check & edit!

Another interesting incident was this time when we were creating a campaign for a brand and the whole idea was around home leaders instead of homemakers. Our Tamil editor educated us by saying that the term ‘Kudumbha Thalaivi’ meant just that in Tamil. And we realized that a campaign that we are planning already has a resonance amongst the Tamil users.

They work with us

Dettol, Veet, Baby Dove, Nestle, J&J, American Standard, Tanishq, Asian Paints, Bournvita, Nivea, Sugarlite, ITC, Pampers, Himalaya, Casio, Vicks and Prega News amongst others.

Industry as we foresee

Regional will definitely become bigger. The Google KPMG report already forecasts some of the key trends we need to watch out for. We anticipate the next big leap will be across:

Platforms – Platforms will be driving the change in the way users are consuming the content. Social channels for regional languages could be very different and may challenge the dominance of big players like Facebook & YouTube.
Videos – The proliferation of video content will continue to be driven by regional language content and platforms making content creation easier and more creative. Tik Tok is a great case in point!

Voice – Voice will be a key driver for creation, consumption and discovery content. ‘No tap and no touch’ is clearly the future as penetration increases and we get users from all strata of society.

A day without Internet

Today, our phones and computers take up most of the hours in our lives. Emails, notifications, and messages buzz us incessantly and draw our attention away from the present moment. Yet we never think about disconnecting. In fact, we actually thrive off of this constant stimulation. But it’s important to disconnect sometimes to connect.

At a recent Annual Team Offsite, we completely kept our phones & laptops away for 2 days. And it couldn’t have been better as there were more connections and synergies across the room, paving the way for a more cohesive team.

Lastly, are you hiring?

Yes, we are always on the look-out for good talent!