{"id":347491,"date":"2025-12-17T00:13:56","date_gmt":"2025-12-17T00:13:56","guid":{"rendered":"https:\/\/accountants4yourbusiness.co.uk\/business\/marketing\/when-cultural-fluency-is-missing-marketing-gets-lost-in-translation-etbrandequity\/"},"modified":"2025-12-17T00:13:56","modified_gmt":"2025-12-17T00:13:56","slug":"when-cultural-fluency-is-missing-marketing-gets-lost-in-translation-etbrandequity","status":"publish","type":"post","link":"https:\/\/accountants4yourbusiness.co.uk\/?p=347491","title":{"rendered":"When cultural fluency is missing, marketing gets lost in translation, ETBrandEquity"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>                    <!-- Display video article in news article for the custom next story --><\/p>\n<p>                    <!-- Modifying the body placing embeds,promoslots,related etc.--><\/p>\n<figure class=\"img_container\" style=\"width:1200px;;margin-bottom:5px;max-width:100%;\"><img fetchpriority=\"high\" decoding=\"async\" width=\"590\" height=\"442\" class=\"unveil\" loading=\"eager\" style=\"width:100%;max-height:100%\" src=\"https:\/\/etimg.etb2bimg.com\/photo\/126004667.cms\" captionrendered=\"1\" alt=\"\"\/><\/figure>\n<p>South India represents one of India\u2019s most diverse and culturally layered markets. Language, rituals, festivals and local codes shape how audiences engage with brands, influence trust, and determine long-term loyalty. From state-specific traditions to micro-festivals and evolving Gen Z identities, cultural context plays a central role in consumption and communication.<\/p>\n<p><!-- PROMOSLOT_M -->At Brand World Summit South 2025, a panel discussion joined by Venkata Krishna, chief marketing officer, Amara Raja Group; Janani Kandaswamy, head of marketing, Preethi Kitchen Appliances; Gaurav Kwatra, chief marketing officer, iD Fresh Food; Kavitha Ganesan, head of brand marketing, Eurogrip Tyres; and Kartik Patiar, National Head \u2013 M&amp;E, ShareChat &amp; Moj spoke about leveraging the cultural capital of South India. The session was chaired by Devesh Gupta, deputy lead \u2013 content and community, ETBrandEquity.<\/p>\n<p>Despite recognising the importance of localisation, many brands still treat South India as a monolithic market or rely on surface-level translation rather than deep cultural understanding. Dialects change every few kilometres, festivals vary by region, and influence is increasingly hyper-local. At the same time, brands must balance this local relevance with consistency in brand identity, especially when scaling nationally or globally.<\/p>\n<p><!-- PROMOSLOT_M -->Adding to the complexity is a new generation of consumers who straddle global pop culture and deep-rooted local identities. Traditional frameworks of language, influence and storytelling are being challenged by short-form platforms, creator ecosystems and rapidly shifting cultural moments.<\/p>\n<p>How can brands master language, rituals and local nuances at scale, without fragmenting their identity, to build trust, engagement and long-term loyalty in South India\u2019s fragmented yet high-intent markets?<\/p>\n<p><!-- PROMOSLOT_M -->The consensus was clear: cultural fluency must be embedded, not overlaid.<\/p>\n<p>Krishna remarked, \u2018Cultural context plays out very differently across categories. Industrial brands prioritise cultural safety, but consumer brands are built on festivals, local partnerships and native language. The real challenge is creating a brand framework that allows for local expression while still being scalable nationally and globally.\u2019<\/p>\n<p>Kandaswamy said, \u2018South India isn\u2019t one market. Every state has distinct habits, tastes and influencers, and sometimes a local creator in a town like Kumbakonam can drive far more impact than a national name. With dialects changing every few kilometres, hyper-local strategies are no longer optional.\u2019<\/p>\n<p>Kwatra noted, \u2018Our principles around freshness, clean labels and no preservatives don\u2019t change. What changes is the storytelling. Local festivals, creators and formats shape how those stories are told, and that consistency over time is what builds trust, especially during culturally significant moments.\u2019<\/p>\n<p>Ganesan shared, \u2018Translation is not localisation. Dialects shift every few kilometres, and unless transcreation starts at the briefing stage, brands risk sounding tone-deaf. Global brands succeed locally when they blend global ideas with regional slang, cultural insight and data.\u2019<\/p>\n<p>Pimpalkhute observed, \u2018Gen Z and Gen Alpha operate with dual identities. They consume global pop culture but remain deeply rooted in local traditions. For brands, this means reinterpreting legacy narratives without losing their core truth, especially on short-form platforms where culture is being shaped in real time.\u2019<\/p>\n<p>Patiar said, \u2018Language is the foundation of self-expression on platforms like ShareChat and Moj, whether through memes, micro-dramas or challenges. Micro-festivals create frequent emotional peaks, and when creators drive these moments authentically, engagement and time spent increase significantly.\u2019<\/p>\n<p>Brands that meet audiences in their language, respect their cultural codes and design for local relevance earn trust and loyalty over time. Those that fail to do so risk irrelevance, regardless of media scale or spend.<br \/><!-- Category Most Read Placement -->\n                                                                    <\/p>\n<div class=\"bottom-author-detail-tag\">\n<div class=\"bottom-author-detail\">\n<ul class=\"article-publish-date\">\n                                    <!-- \n\n<li> Updated On Dec 16, 2025 at 06:17 PM IST<\/li>\n\n --><\/p>\n<li>Published On Dec 16, 2025 at 06:17 PM IST<\/li>\n<p>                                    <!-- \n\n<li class=\"desktop-view\">3 min read<\/li>\n\n -->\n                                <\/ul>\n<\/p><\/div>\n<\/p><\/div>\n<p>                    <!-- Comment Section --><\/p>\n<p>                    <!-- Comment Section --><\/p>\n<div class=\"subscription-in-article\">\n<div aria-label=\"Top Newsletter Subscription Section\" class=\"top-newsletter-subs\">\n<div class=\"subscription-section hide\">\n<div class=\"inner-subscription\">\n<p><h2>Join the community of 2M+ industry professionals. <\/h2>\n<h3>Subscribe to Newsletter to get latest insights &amp; analysis in your inbox.<\/h3>\n<\/p>\n<p>            <!-- \n\n<figure class=\"top-newsletter-subs__icon-nl\" role=\"presentation\" aria-label=\"Newsletter icon\">\n                <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/st.etb2bimg.com\/Themes\/Release\/theme4\/images\/icons\/icon-newsletter.svg\" alt=\"Newsletter icon\" width=\"55\" height=\"55\">\n            <\/figure>\n\n -->\n        <\/div>\n<\/p><\/div>\n<div class=\"app-download-section hide\">\n<div class=\"inner-app-download\">\n<div>\n<h2>All about ETBrandEquity industry right on your smartphone! <\/h2>\n<p>                                            <!-- \n\n<div class=\"app-store-container desktop-view\">\n                            <a href=\"https:\/\/brandequity.economictimes.indiatimes.com\/app\" title=\"\" aria-label=\"Play Store\">\n                                <img decoding=\"async\" loading=\"lazy\" width=\"20\" height=\"20\" src=\"https:\/\/st.etb2bimg.com\/Themes\/Release\/theme4\/images\/icons\/icon-g-play.png\" alt=\"\" \/>\n                            <\/a>\n                            <a href=\"https:\/\/brandequity.economictimes.indiatimes.com\/app\" title=\"App Store\">\n                                <img decoding=\"async\" loading=\"lazy\" width=\"20\" height=\"20\" src=\"https:\/\/st.etb2bimg.com\/Themes\/Release\/theme4\/images\/icons\/icon-app-store.png\" alt=\"\" \/>\n                            <\/a>\n                        <\/div>\n\n    --><\/p><\/div>\n<figure class=\"download-icon desktop-view\">\n                        <!-- <i><\/i>\n                        <span class=\"scan-text\">Scan to download App<\/span> --><br \/>\n                        <img decoding=\"async\" loading=\"lazy\" width=\"90\" height=\"90\" src=\"https:\/\/st.etb2bimg.com\/Themes\/Release\/theme4\/images\/bar-codes\/brandequity_barcode.png?mod=3071\" alt=\"\"\/><br \/>\n                        <!-- <span class=\"border-bottom\"><\/span> --><br \/>\n                    <\/figure>\n<\/p><\/div>\n<\/p><\/div>\n<\/div><\/div>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>South India represents one of India\u2019s most diverse and culturally layered markets. Language, rituals, festivals and local codes shape how audiences engage with brands, influence trust, and determine long-term loyalty. From state-specific traditions to micro-festivals and evolving Gen Z identities, cultural context plays a central role in consumption and communication. At Brand World Summit South [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":347492,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[169708,5170,169705,169702,136439,169709,25820,169706,169707,169704,5516,8402,4565,169703,28629],"dealstore":[],"offerexpiration":[],"class_list":["post-347491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-consumer-behaviours-in-south-india","tag-cultural","tag-cultural-context-in-brand-communication","tag-cultural-fluency-in-marketing","tag-etbrandequity","tag-fluency","tag-gen-z-marketing","tag-hyper-local-marketing","tag-local-trends-in-south-india","tag-localisation-in-advertising","tag-lost","tag-marketing","tag-missing","tag-south-india-marketing-strategies","tag-translation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>When cultural fluency is missing, marketing gets lost in translation, ETBrandEquity - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/accountants4yourbusiness.co.uk\/?p=347491\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When cultural fluency is missing, marketing gets lost in translation, ETBrandEquity - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"South India represents one of India\u2019s most diverse and culturally layered markets. 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