![]() We have had incredible talent creating great cinema in their regional languages for many years. Indian content creators have known this for long. The IIT's recently announced that the JEE exam will now be held in 9 Indian regional languages in addition to Hindi and English. Content apps like Facebook, Netflix and Amazon support 8-9 Indian regional languages, in addition to the many international languages they serve their content in. Twitter has launched a 6 language feed in India and now reports that only half of its tweets are in English, followed by Hindi and Tamil. Last year, Google launched its Assistant in 9 Indian languages. A few years ago, Bisleri began writing its brand name on its water bottles in various languages so people didn't get confused with another brand trying to pirate its name. Recognizing this, brands are increasingly turning regional to reach out to customers in their languages. This is true for any migrant whether he or she speaks Gujarati, Tamil, Punjabi or Bengali and they are a significant majority in India.Īs per census 2011, only 43.6% of Indians speaks Hindi as a mother tongue, while 56.4% speak the other 1370 languages as their mother tongue including the 21 national languages which have over a million native speakers. No matter how many years Malayalees like Shibu may have spent in Mumbai or Dubai or in any other city, their connection with home remains stronger than ever. Whenever Bejoy Menon encounters another Malayalee in Mumbai, he greets him with the phrase 'Evite Vit?', meaning 'where's home?' This is his way of establishing a connection back to his roots, to see if they are from the same town or neighbourhood in Kerala and if they potentially share some common roots.
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