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The Hindi, Hinglish, & English crowd

Segment the young in India and you get three kinds. The Hindi, Hinglish, and English. The first kind, mostly found in towns and villages (north of India) take to Hindi, lock, stock, and barrel. The second, the 'Hinglish' crowd populates towns and metros. They oscillate between, and integrate Hindi and English to suit them. This is the 'going on dude' crowd that inadvertently or knowingly peppers English with large doses of Hindi, or the other way round. The final bunch is the convent educated, metro crowd. They are the 'dude' crowd. They frequent cafes, sport sneakers, swear by denims, and pretty much are clued into everything digital.

The young pose the biggest interest to marketers. In addition to being large in numbers, the young don't hold back on consuming, and because it'll be while before they kick the bucket, the moolah marketers can extricate from them (read, customer lifetime value) can be quite a sum.

Featured above are two commercials from Telecom companies, one's for the 'Hinglish' crowd, the other targets the 'English'.


Unknown said…
i feel in the long run Hinglish crowd will be eliminated and it will be just hindi and english ...
Anupriya Verma said…
I feel that the "Hinglish" crowd has won the show amongst these two..I have 2 reasons here..1st is that their representation through the Airtel ad is a slice-of-life commercial, much broader in terms of connection, something with which the youth can actually relate to (friends-most carelessly handled but most essential part of their lives); the Vodafone efforts are more urban and are aimed at bringing out a promotional message (for Facebook) as opposed to Airtel which has let go off the promotions/offers/plans in this ad and has depicted something which is so close to the heart (friends and their beauty - in all languages BUT English which is totally urban!) and has left the viewers to wonder why they haven't promoted any new plan maybe designed especially for FRIENDS etc. Of course they have done their job as can be seen through the increased humming of this tune on every youth's mouth! This creative work of the ad agency (probably Taproot) has surely done wonders for Airtel and certainly has a long way to go! Kudos to the team!
Anonymous said…
Adorable videos..... Its so funny and enjoyable.

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