Talking the Talk: Why Regional Dialects Deserve a Seat at the Big Table

It’s not always about one-language… In a country as diverse as India, attempting to drive change using only mainstream language is like trying to make filter coffee with a tea bag! Sure, it might pass, but something may be lost in translation.

It is here the bouquet of regional dialects, which carry the weight of emotions, culture, and colloquial zing that can become the secret recipe for delivering authentic, relatable messages that stick.

Dialects Are Not Just Cute Relics

There’s a common misconception that dialects are endearing but outdated. Like a grandmother’s knitting or a landline phone. But let’s set the record straight – dialects are living, breathing expressions of identity. They’re not just what people speak at home; they’re how people feel at home. This emotional connection is what communicators pine for…

When brands speak in someone’s regional dialect, they’re not just disseminating information but also building trust. And in a crowded communication landscape, that’s the difference between being heard and being remembered.

And, everyone’s doing it…

Look around.. it’s not just community radio stations or local artists who are riding on this bandwagon, mainstream media is also hooking up with the idea of leveraging local dialects to add to the emotional depth. Even multinational companies are increasingly featuring ads in dialect-heavy versions of languages,  to strike a deeper chord. Development organisations too are catching on. Behaviour Change Communication (BCC) campaigns around sanitation, maternal health, or financial literacy are increasingly turning to dialects not just for wider reach, but deeper resonance.

It’s Not Just What You Say—It’s How (and Where) You Say It

To truly leverage dialects, it’s not enough to toss in a local phrase here and there like garnish. It has to be intentional, contextual, and respectful. Understanding how a dialect evolves with geography and community is key.

For instance, the same phrase in Maithili might mean something entirely different in Santhali territory. Dialects are living ecosystems -they respond to gender, caste, age, even occupation. Which means dialect-driven communication needs to be rooted in empathy, not just blindfold translation.

This is where community engagement becomes vital. Collaborating with local influencers, artists, folk performers, and language keepers can lend campaigns both credibility and creativity. Plus, when dialect meets digital – say, a short Instagram reel in Bundeli or Kumaoni – the results are often delightful and viral-worthy.

Why Mainstream Needs to Rethink Its Vocabulary

Mainstream communication is often obsessed with scalability. But ironically, the most scalable thing you can do is go hyperlocal. When people feel truly seen and heard in the language they think in, they’re far more likely to participate, respond, and engage. And that ripple spreads faster than any one-size-fits-all message.

It’s not about replacing the mainstream. It’s about enriching it. A multi-dialect approach doesn’t fragment your message- it humanises it. Just like adding subtitles doesn’t weaken a film- it widens its audience.

The Way Forward: Language with Listening Ears

If we want communication that’s inclusive, impactful, and innovative, then we must side-lining dialects and giving them mainstream roles. Invest in local linguists, crowdsource regional content creators, archive and document fading dialects, and build strategies that treat language as lived culture-not a bullet point on a brief.

After all, communication is not just about reaching people-it’s about reaching into the soul of people.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Shilpi Jain

Shilpi Jain heads the corporate communication function at IPE Global. She is a communication professional holding two decades of experience, responsible for developing cohesive messaging and multi-channel communication strategy, which elevates the company’s reputation, performance, and connection with people. Having worked in the Corporate space, Shilpi transitioned into the development sector in 2010 and spearheaded communication activities for the Government of India, International Aid organisations, and philanthropies. Prior to joining IPE Global, she worked with National AIDS Control Organisation (NACO), where she developed their digital media strategy and also supported several e-Campaigns. At WaterAid India, she successfully managed the India Sanitation Portal, launched at the South Asian Conference on Sanitation (SACOSAN) 2008 by the then Speaker of the Lok Sabha, Shri Somnath Chatterjee. She worked for nearly a decade with NIIT Limited and led several projects. She was given the Excellence Award in 2006 for creating a nation-wise Testing Certification platform.