In 2014, during the International Premier Tennis League, Coca-Cola posted a tweet in Hindi. What seemed gimmicky then helped the beverage brand garner 22 per cent higher engagement compared to what a non-Hindi tweet could at the fime. Post this revelation, the company launched a Twitter campaign during the Pro Kabaddi League in 2015 for Thums Up by repurposing popular Hindi movie dialogues into regional languages. A 150 per cent increase in engagement was recorded, the company claims. 

Brands are increasingly leveraging India's linguistic diversity to connect better with consumers. There are reasons to do so. The Internet and Mobile Association of India (IAMAI) estimates that while most of the 3 71 million mobile internet users in India are from urban areas, with the decreasing prices of smartphones, the next wave of growth will come from rural areas. Much like what happened with mass-market mediums. "In the 90s, when the growth of TV, radio and news