An industrial brand that spoke only English to a market that thinks in Hindi and Marathi.
A manufacturer of industrial components had invested in English content for 6 years. Website traffic was flat. Most of their actual buyers — procurement managers and small business owners in tier-2 and tier-3 cities — were searching in Hindi. Their competitors hadn't figured this out either. First-mover window was open.
Buyers searched in Hindi. The brand spoke only English. Six years of content investment had built authority with an audience that wasn't their actual buyer base.
No Hindi or Marathi content existed. No regional keyword research had ever been done. The brand was entirely absent from search in languages where their buyers actually searched.
A previous attempt at Hindi content was machine-translated from English and performed worse than nothing. It read as foreign and corporate — the exact opposite of what builds trust with tier-2 buyers.
Identified the top 80 Hindi-language queries in their product category. Found that search volume in Hindi was 3.4× the English equivalent for their core products. The opportunity had been sitting there for years, unclaimed by anyone in the category.
Built a content team that ideated in Hindi and Marathi — not translated from English. Published 24 long-form articles and 60 short-form social pieces. Tone: peer-to-peer, not corporate. A procurement manager reading these felt like they were reading advice from another procurement manager, not a brand.
Produced 18 short-form videos explaining product specs and use cases in Hindi. Engineering-level accuracy, shopkeeper-level language. The videos answered the questions buyers actually had — how does this work, what can go wrong, how do I know which one to buy. Average 280,000 views per video.
Added a Marathi content layer targeting Maharashtra-specific buyer queries. 40% of their physical distribution was in Maharashtra — but zero digital presence existed for it. We built the Marathi content infrastructure from scratch, including region-specific keyword targeting and platform optimization for YouTube and Meta.
We'll audit your content reach against your actual buyer geography — and show you what a vernacular strategy would look like for your category.