LinkedIn, the world’s largest professional network, has launched a new brand campaign in support of the platform’s introduction of Hindi.
Hindi is the first Indian regional language to join LinkedIn, and the 25th language worldwide.
The campaign’s tagline, ‘अब होंगी काम की बातें हिंदी में, क्योंकि लिंक्डिन अब हिंदी में भी। emphasises how everyday conversations in the world of business may now take place in Hindi on LinkedIn.
The campaign promotes the usage of Hindi in the office, bringing a variety of business events to life in a warm, expressive way. Digital, outdoor, radio, audio, and print will all be part of the integrated, full-funnel campaign.
“With the launch of Hindi on LinkedIn, we intend to promote an even deeper sense of belonging for Hindi speaking professionals in the workplace.” Hindi is spoken by almost 44 percent of the Indian population today.
“Our goal is to break down language barriers on LinkedIn for Hindi-speaking professionals so that more professionals and customers can unlock greater value through content, jobs, and networking, and express themselves in a language that they are comfortable with,” says Sivaram Parameswaran, LinkedIn’s Head of Brand Marketing for Asia Pacific.
The Glitch conceptualised and executed the campaign, which was inspired by barakhadi, a common trope of learning the Hindi alphabet (vowels and consonants) at school. The campaign combines graphics from the Hindi alphabet learning guide with common events in the workplace to highlight the sense of belonging that talking in Hindi fosters.
The creative will be seen in out-of-home (OOH) sites around Mumbai and Delhi, including corporate hubs, airport media, metro trains, and busy arterial roadways.
The barakhadi concept has been brought to life even more with an eye-catching print creative that puts the notion in a professional perspective. The full-page print adverts will begin running in Hindi-language newspapers on December 17, 2021.
Local artist Sugandha Bansal from IndieFolio created the barakhadi artwork.
As the ‘voices’ of LinkedIn in Hindi, Bollywood stars Vidya Balan and Pankaj Tripathi have been hired to help launch the campaign.The two audio advertisements inspire Indian professionals to express themselves in Hindi while at work.
The commercials will run on radio stations in all Hindi-speaking metros and tier 1 cities, as well as on leading audio streaming platforms such as Jio Saavn, Gaana, and Spotify.
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