MUMBAI: Hindi is one of the most celebrated languages in the world. Apart from India, it is also spoken in Fiji, Mauritius, Nepal, South Africa and more, making it the second highest spoken language in the world. To celebrate Hindi Diwas, ScoopWhoop Hindi, one of India’s leading online platforms for Hindi content, decided to tackle a common problem faced by India’s millennial crowd - despite being a widely spoken language, there’s a large audience that have a hard time reciting the entire Hindi alphabet or varnmala.
Inspired by conventional alphabet charts, ScoopWhoop Hindi has launched the Millennial Varnmala - a new alphabet chart that connects each Hindi letter with objects and experiences that resonate with the younger audience. From "Ka se Cool" to "Ya se YOLO" to "Ba se Bro" - the chart contains various references to terms from social media, new age pop culture and daily lingo. Launched on ScoopWhoop Hindi's Instagram, the chart was integrated into the platform’s 3x3 grid format.
Sattvik Mishra, CEO, ScoopWhoop says "Corporate etiquette and the pressure to be "cool" have turned many youngsters away from one of the world's most fascinating languages. Everyone can recite A-Z in one breath but not many can do the same with Hindi. There couldn't have been a better time to launch the Millennial Varnmala than on Hindi Diwas and we hope to see a shift in the tide very soon."
Haresh Nayak, Group Managing Director, Posterscope adds “The overwhelming exposure to western pop culture makes a lot of youngsters consider Hindi to be a less fashionable language than English. A lot of people lose touch with the alphabet once they pass out of school. We wanted to make it easy for people to remember so we looked into their day-to-day communication and interest points.”
Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney says "Hindi is one of India's oldest languages. Its popularity is immense but reciting the entire alphabet is a challenge for many. We decided to tap into what youngsters are comfortable with - their favourite colloquial terms on new age platforms like Instagram to refresh their memories with a fun and relatable method that will increase their affinity towards this beautiful language."
