Many Shades of Hindi

What Brands Must Know When Approaching English to Hindi translation To Make A Lasting Connection

When marketing in India, translating your content from English to Hindi is often seen as a no-brainer. After all, Hindi is the most widely spoken language in the country. But a literal translation won’t take you far. If your goal is reach, engagement, and conversion, the kind of Hindi you use can make or break your campaign.

Hindi is Not One Size Fits All

Over 44% of India’s population identifies Hindi as their mother tongue. That’s roughly 600 million people. But here’s the twist: Hindi isn’t a single, monolithic language. It’s a linguistic galaxy of over 50 dialects like Braj, Awadhi, Bhojpuri, Bundeli, Marwari, Haryanvi, and more; each with its own vocabulary, tone, and quirks. The Hindi spoken in Mumbai is not the same as the Hindi of Patna or Bhopal! This makes localization far more complex than just choosing “Hindi” from a dropdown menu.

When Translation Becomes a Turn-Off

Many brands fall into the trap of translating word-for-word using traditional or Sanskritized Hindi. Words like ऋण (loan), प्रबंधन (management), and अधिशाषण अभियंता (administrative engineer) might satisfy a purist’s checklist, but they alienate the very audience you’re trying to connect with.

The gap between textbook Hindi and spoken Hindi is real, and hilarious at times.

Case in point? Check out this viral standup bit by Karunesh Talwar on how air hostesses speak in overly formal Hindi during emergency instructions. He jokes about how passengers might actually die trying to understand the instructions before they act on them. It’s funny – but it’s also a cautionary tale for marketers.

So What’s the “Right” Kind of Hindi?

The sweet spot lies in colloquial, pan-Indian Hindi – a language that is clear, conversational, and instantly relatable across geographies.

Here are a few tips:

1. Favor simplicity over accuracy: “Loan” is better off staying “लोन” than becoming “ऋण”
2. Use Hinglish where it helps: Don’t shy away from mixing English terms that are widely understood (e.g. “ऑफर”, “बिल”, “सेल”)
3. Avoid regional slang unless hyper-targeting: While Patiala Peg might work in Punjab, it might confuse a Kanpur shopper
4. Test and tweak: A/B test different Hindi versions of your creatives to see what performs best

A relatable Hindi message not only builds trust but also significantly improves click-through rates, lead generation, and brand recall.

How Process9 Gets It Right

At Process9, we’ve spent over a decade studying the nuances of Indian languages, to build India’s leading machine translation API for English to Hindi translation. Our AI-powered machine translation platform, MoxWave, is pre-trained on real-world, easily understood Hindi – the kind people actually speak, not what they were taught in school.

More importantly, we don’t rely on AI alone. Every output is augmented by expert linguists who understand the subtle balance between being correct and being effective.

So whether you’re launching a multilingual marketing campaign, translating an app, or localizing your website – MoxWave ensures your Hindi speaks to your customers, not at them!

Want to learn more about making your brand truly resonate in Hindi? Let’s talk!