LinkedIn has initiated a new brand campaign to support the launch of the Hindi language on the platform. Hindi is the first Indian regional language, and the 25th language globally, to launch on LinkedIn.
With the tagline, ‘अब होंगी काम की बातें हिंदी में, क्योंकि लिंक्डिन अब हिंदी में भी।’, the campaign highlights how everyday conversations in the world of work can now take place in Hindi on LinkedIn. The creative celebrates Hindi being used in the professional context — bringing to life a breadth of workplace scenarios in warm, emotive ways. The integrated, full-funnel campaign will be running across digital, outdoor, radio, audio, and print media.
“Hindi is spoken by nearly 44% of the Indian population today. 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,” says Sivaram Parameswaran, Head of Brand Marketing, Asia Pacific, LinkedIn.
Conceptualized and executed by The Glitch, the creative is inspired by barakhadi, which goes back to the popular trope of learning the Hindi alphabet (the vowels and the consonants) in school. The campaign marries visuals from the learning rubric of Hindi alphabets. They connect it with familiar situations in the world of work to showcase the moments of belonging that communicating in Hindi creates.
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 barakhadi inspiration has been brought to life further with a print creative that brings the concept to the modern-day in a professional context. The full-page print ads went live from December 17, 2021, across Hindi-speaking newspapers. The barakhadi illustration has been designed by local artist Sugandha Bansal from IndieFolio.
Lucille Pereira, Creative Director, The Glitch, said, “To celebrate the launch of LinkedIn in Hindi, we wanted to create a campaign that would build strong audio and the 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.”
Furthermore, 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 Hindi. The spots are being aired on radio stations across all metros and tier 1 cities of Hindi-speaking markets. Also, will be featured across audio streaming platforms including Jio Saavn, Gaana, & Spotify.