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India is witnessing a rapid growth in regional language users, with a recent Google-KPMG report mentioning that 70% Indians find local language digital content more reliable. While local language content consumers are booming, brands and agencies face several challenges in leveraging this opportunity.

To overcome this gap, Momspresso, a user-generated content platform for women, has launched Momspresso Bharat, India’s first digital vernacular services agency.

Momspresso Bharat will offer all aspects of vernacular content, including audio, video and text. This new vernacular content arm will be headed by Hansveen Kaur, who has been leading the regional language capability centre of excellence at Momspresso.

Momspresso has launched the dedicated division to offer digital solutions to brands in leading Indian languages, including Hindi, Bengali, Marathi, Tamil, Telugu, Malayalam and Kannada. In offering this service, Momspresso Bharat will leverage existing Momspresso assets such as Mom bloggers and experts from across the country, in-house regional video production team, a language-specific social media team and a technology team well-versed in localisation and other regional language solutions.

As the number of regional language users explodes, brands will be forced to create content according to their needs. Overall, brands will be required to ensure that their website is accessible to all regional language users by creating multilingual content across formats, including text, video and audio. Brands will need to have product listings on all e-stores in multiple languages while also using regional language advertising created with the help of local insights.

The services offered will include vernacular language content creation in text, video and audio format, digital films, localisation of websites, regional insights, management of vernacular social media pages, transcreation (as opposed translation) services.

Hansveen Kaur

Speaking on the launch of Momspresso Bharat, Hansveen Kaur, Business Head, Momspresso Bharat, said, “There is enough data to suggest that the next content wave in India will be driven by vernacular content with nine out of 10 new internet users in the next five years projected to be Indian language users. This will call for a new way of thinking and acting, which brands and agencies will have to learn. Momspresso can put to use all the learnings we have accumulated in building India’s largest multilingual content platform for women and help brands and agencies exploit this hugely exciting opportunity.”

As regional marketing becomes a mega trend across the country, Momspresso’s new division is set to capture a major chunk of the regional digital marketing segment, offering seamless vernacular solutions for brands across the country.

Momspresso is a user-generated content platform for women. Launched in 2010, Momspresso is based in Gurgaon. The platform attracts 16 million users every month, consuming with 1,000 bloggers creating content on subjects as diverse as conception, pregnancy and baby care, teenage and adolescent issues, beauty, fashion, healthcare, and travel. Momspresso users can quickly set up their own blog and express themselves freely to other likeminded mothers in seven different languages — English, Hindi, Bengali, Marathi, Telugu, Tamil and Kannada. The company has recently launched Momspresso TV, India's first video channel dedicated to mothers, which already has a rich repository of over 1000 videos.