ET Money goes for 7 languages, but the quality of copy also goes for a toss!

2 days ago, I had written about ET Money’s effort in releasing the same advertisement in 6 different languages – regional language headlines written in English text (because English newspaper). See that post here, for context.

ET Money has released a similar multi-lingual advertisement today.

The good news #1: A Malayalee copywriter has been hired. So, 7 versions today!

Good news #2: I continue to like ET Money’s localization approach. The idea of having a regional language headline, written in English text is interesting and eye-catchy. I applaud the effort to reach local audiences.

The bad news: The headline is perhaps too convoluted. They tried matching the flow of Hindi’s Khwaab/Aap and ended up with a messy one for Tamil.



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