Mumbai Global professional network, LinkedIn has launched a new brand campaign to support the launch of Hindi language on the platform. With the tagline, ‘ab hongi kaam ki baaten Hindi mein, kyonki Linkedin ab hindi mein bhi,’ the campaign highlights how everyday conversations in the world of work can now take place in the language on LinkedIn. Hindi is the first Indian regional language, and the 25th language globally, to launch on the network.
Conceptualised and executed by The Glitch, the creative is inspired from barakhadi, which goes back to the popular trope of learning the Hindi alphabet in school. The campaign marries visuals from the learning rubric of Hindi alphabets and connects it with familiar situations in the world of work to showcase the moments of belonging that communicating in Hindi creates.
Bollywood actors Vidya Balan and Pankaj Tripathi have been enlisted to support the launch of the campaign as the ‘voice’ of LinkedIn in Hindi. The two audio spots encourage Indian professionals to celebrate their everyday work moments in the regional language. The spots are being aired on radio stations across all metros and tier 1 cities of Hindi speaking markets and also across leading audio streaming platforms including Jio Saavn, Gaana, and Spotify.
“To celebrate the launch of LinkedIn in Hindi, we wanted to create a campaign that would build a strong audio and visual association between the Hindi alphabet and workplace scenarios. Ergo, we chose key visual mediums to help people see these Hindi words representing cultural and professional scenarios, and key audio channels with high-profile voiceovers that would help them hear these words — a collective of which helps us effectively land the message that LinkedIn is now available in Hindi as well,” said The Glitch creative director Lucille Pereira.
The barakhadi inspiration has been brought to life further with an eye-catching print creative that brings the concept to the modern day in a professional context. The full page print ads will go live from 17 December 2021 across Hindi speaking newspapers. The barakhadi illustration has been designed by local artist Sugandha Bansal from IndieFolio.
“Hindi is spoken by nearly 44 per cent of the Indian population today, and with the introduction of the language on LinkedIn, we hope to foster an even deeper sense of belonging for Hindi speaking professionals in the workplace. Our goal is to bring down language barriers for Hindi speaking professionals on LinkedIn, so more professionals and customers can unlock greater value through content, jobs, and networking, and express themselves in a language that they are comfortable with,” said LinkedIn Asia Pacific head of brand marketing Sivaram Parameswaran.
The creative will be featured in out-of-home (OOH) across Mumbai and Delhi covering key commuter locations such as corporate hubs, airport media, metro trains, and busy arterial roads. The integrated, full-funnel campaign will be running across digital, outdoor, radio, audio, and print media.
