Localising campaign copy into Indian languages
Translate an approved campaign message into the Indian languages your buyers read, then have a speaker of each one check the claim and its disclaimer before any variant is registered with an operator or published.
- Effort
- Days of work
- Skill level
- Comfortable with software
- Organisation size
- Small business
- Value
- Time saved, Revenue
Tools named for this
- An openly licensed translation model covering the scheduled Indian languages
- A reviewer per language who is empowered to reject a rendering
- One registered content template per language variant, not one for the campaign
What to check before you ship it in India
- The TCCCPR 2018 builds promotional sending on content templates registered with an access provider, and regulation 2 defines such a template by its fixed content, common across the messages sent on one subject. On that definition a Tamil rendering is different fixed content, so budget for a registration per language rather than treating translation as a re-format.
- The ASCI Code requires a disclaimer to be in the same language as the claim it qualifies, and in a bilingual advertisement in the dominant language, so a translated claim carrying an untranslated disclaimer is a breach the translation itself introduced.
- The Central Consumer Protection Authority's 2022 guidelines on misleading advertisements set the same requirement — a disclaimer in the same language and the same font as the claim — which makes this a statutory-guideline duty and not only a self-regulatory one.
Sources
Every claim on this page traces to one of these, on the date it was read.
- Centre issues 'Guidelines on Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022' (press release, 10 June 2022) · Press Information Bureau, Ministry of Consumer Affairs, Food & Public Distribution, Government of India · a rule · read 2026-09-01
- The Code for Self-Regulation of Advertising Content in India — Codes and Guidelines Book (August 2025 edition) — Disclaimers in Advertisements, requirement I · Advertising Standards Council of India · a rule · read 2026-09-01
- IndicTrans2: Towards High-Quality and Accessible Machine Translation Models for all 22 Scheduled Indian Languages · Gala, Chitale, Raghavan et al., AI4Bharat (Transactions on Machine Learning Research, 2023) · how it is done · read 2026-09-01
- The Telecom Commercial Communications Customer Preference Regulations, 2018 (6 of 2018) — reg 2