Marko & Brando Founder Shreyansh Rohatgi Shares Insights on the Evolving Phase of Marketing in Regional India at Exchange4Media Event

The Exchange4Media event in Mumbai on September 26, 2024, brought together some of the sharpest minds in the marketing world. Among them was Shreyansh Rohatgi, the founder of Marko & Brando, who shared thought-provoking insights on the growing significance of regional marketing in India. His presentation wasn't just about strategies but about understanding the nuances of connecting with an audience beyond mainstream metros and urban hubs.

Marko & Brando, a noted name in the marketing space, recently won the prestigious E4M Maverick Award 2024 for the best marketing campaign for a real estate brand. With this accolade fresh in hand, Rohatgi dived into the evolving dynamics of regional marketing, emphasizing the importance of language, timing, and brand loyalty.

Regional Marketing Isn’t National Marketing in Miniature

Mr. Rohatgi started by driving home a crucial point: regional marketing is not just a scaled-down version of national campaigns. The diversity in India means that what works in one part of the country may completely wash out in another. Language and cultural nuances play a massive role, and ignoring them can lead to missed opportunities.

He gave a compelling example of a campaign where language became a key factor in driving conversions. “Switching from English to the local language made all the difference. Not only did the cost per lead go down dramatically, but the conversion rate shot up,” he said. The takeaway? Tailoring the message to the audience's linguistic comfort isn’t just smart; it’s necessary for success in regional markets.

Understanding Regional Timelines is Key

One of the most eye-opening insights Mr. Rohatgi shared was the distinct calendar dynamics in different regions. He pointed out how in certain parts of India, there are periods when people simply avoid making big investments due to cultural beliefs. For example, while much of India gears up for festivals like Rakhi and Independence Day with a flurry of campaigns, some regions, like parts of West Bengal, consider it inauspicious to make property purchases during these times.

“While the rest of the country pushes festive offers, some regions wait until after October to even consider investing in property.” His point highlighted the importance of knowing when to market as much as how to market.

Customization Over One-Size-Fits-All

Customization, Mr. Rohatgi explained, is the golden rule when it comes to regional marketing. He discussed how two brands in the same industry, with similar projects, can have vastly different cost-per-lead outcomes. Why? Because one brand had invested years into building its reputation, while the other hadn't. “It’s not just about project branding; it’s about group branding,” Rohatgi emphasized. The brand that had nurtured its image over the years ended up seeing lower conversion costs because they had already established trust with the audience.

This feeds into one of his key messages: “A project will finish, but the brand stays.” For businesses, this is a wake-up call to invest not just in promoting individual projects but also in building the brand holistically. Long-term brand investment creates a reservoir of trust that new projects can tap into.

Mixing Traditional with Digital

In today’s digital-first world, it’s easy to think that traditional marketing is dead, but Mr. Rohatgi shared a different perspective. He believes there’s still value in combining traditional media with targeted digital campaigns, especially for regional markets. While digital offers pinpoint accuracy in targeting, traditional media still holds sway with certain audiences.

Blending the two, especially in regions where consumers may not be as digitally savvy, allows for broader reach without sacrificing the local touch. It’s about finding that sweet spot where traditional meets digital in a way that works for specific regions and their audiences.

The Evolving Role of Language and Demographics

Rohatgi rounded off his talk by reinforcing the idea that regional marketing is about more than just tweaking language. It’s about understanding the psychology of the audience. High-net-worth individuals (HNIs) and buyers in the luxury real estate market prefer ads in English, but if you’re promoting a mid-range project in the suburbs, regional languages are your best friend. They resonate on a personal level, making the audience feel seen and understood.

In his words, “Your cost per conversion can drop drastically when you use regional language for the right audience. We’ve seen it, we’ve tried it, and it works.”

Shreyansh Rohatgi’s talk at the Exchange4Media event was a masterclass in the art of regional marketing. His agency’s success lies in recognizing that marketing strategies must be as diverse as the country they’re catering to. By tailoring campaigns to the language, cultural beliefs, and even the purchasing cycles of different regions, brands can make deeper connections and drive more meaningful engagement.

As Rohatgi put it, “It’s not one-size-fits-all. The magic is in the customization.” And in a country as diverse as India, that couldn’t be truer.

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