Mind Your Language!, India’s only South India-focused advertising agency, has launched a new brand campaign titled ‘Neeche Wala Sab Dekh Lega’.
The campaign consists of three digital films that highlight challenges faced by national brands in South India — reaching the right audience, communicating in a relatable language, and leveraging South Indian festivals. The campaign reinterprets the traditional idea of leaving matters to the gods above, urging brands instead to place their trust in the team ‘neeche’ — Mind Your Language!.
The Toothpaste film targets FMCG companies. Set in a train station that symbolises a warehouse, the film shows multiple toothpastes boarding trains to different destinations. While those bound for North, East and West India depart on time, the toothpaste heading to Chennai is left waiting.
The Delivery film focuses on e-commerce and quick-commerce companies. It features two delivery agents who encounter a roadblock, unable to understand South Indian languages and unsure how to proceed. They worry that their ‘10-minute delivery’ promises could take years to fulfil.
The Mobile Phone film addresses national brands that overlook South Indian festivals. Featuring personified mobile phones, the film depicts Diwali and Holi offers in celebration, while South Indian festivals feel neglected and complain that their offers lack similar attention.
Commenting on the campaign, Deepan Ramachandran, Founder and Creative Head – Mind Your Language!, said, “India is many Indias. The sooner national brands realise this, the better chance they have of connecting deeply and meaningfully with their audience. South India is a region brimming with many rooted insights, vernacular nuances and pop culture that can help brands craft beautiful stories. No national brand should miss out on this wealth. That’s why they should get talking to specialists like us. Or better put in the context of this campaign – Want to crack South India? Neeche Wala Sab Dekh Lega!”
Pandian, Creative Director – Mind Your Language!, said, “Even though we’ve been in advertising for over 15 years, having done our time at network agencies, we admit that we can’t fully understand or emotionally connect with a brief meant for a Gujarati or a Maharashtrian well enough to create something hyper-local for them. So we believe it must be the same the other way around, shouldn’t it? We now live in a time where localisation is the new globalisation, and we’re at a point where we must go even deeper locally to truly grow wider globally. This is exactly what we’re trying to say through these films.”
