When one country colonizes another for 200 years, what would you expect to happen? I mean, a little culture is bound to get exchanged. By the time we hit independence, India’s communication largely happened via a happy marriage of interchangeable Hindi and English – and Hinglish was the inevitable result.
We now see Hinglish being used in music, newspapers, movies, and yes, advertisements. Catering exclusively to a particular lingual demographic isn’t possible anymore, because that’s just how ingrained Hinglish has become in our everyday lives. Pure English comes off as too cosmopolitan and ads in shudh Hindi read like a WhatsApp forward your uncle sent to the family group.
Ever so happy to jump on the trend bandwagon, marketers adopted Hinglish, a language they previously turned their noses up at. However, a bilingual country is both a nightmare and a dream for the advertiser – get it wrong and risk coming off as a wannabe, or get it right and voila! A loyal customer for life.