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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.