Yes, it’s the language of communication that brings the village buyer close to a particular product. And research has proved this time and again both in the northern belt and south. A management paper in the Indian Journal of Research by R Gomathi and M Gomathi of Surya Engineering College, Erode, Tamil Nadu that explored the preferences of around 100 rural respondents found that greater the use of the regional language and localisation of a product, the more rural buyers warm up to it. Hence, campaigns that translate into sales are often those that have their ear firmly to the ground.

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