Micromax launched a smartphone 'Unite' – which was pre-loaded with 21 Indian regional languages, with the proposition of expressing oneself in the language of their choice. The marketing challenge was to communicate the USP of the product in the best manner possible. A microsite was created to put together India's first ethnic-jargon dictionary. A voting mechanism was placed and the top rated ones were shortlisted. These words and definitions were than transformed into a digital dictionary along with illustrations. At the end, we encouraged our fans to download it.
India's cultural ethos differs in every state; and every state has its own linguistic quirks. When a non-native language speaker picks on a language, it is the colloquial and everyday language which is the easiest to pick up. Delving on this behavior, we asked people to share the most common ones and define them. This was collated into a digital dictionary of slangs, free for download. A microsite was created to put together India's first ethnic-jargon dictionary. This microsite was hot-spot for all fans to nominate terms/ words and lingos they loved best. A voting mechanism was placed and the top rated ones were shortlisted. These words and definitions were than transformed into a digital dictionary along with illustrations. At the end, we encouraged our fans to download it.
We received 35,000 entries from the 7,000 people who participated. We reached out to 19.4 million people across Social Media platforms. The dictionary was downloaded across all the 29 states over 10,154 times!