The Millennial Varnmala
ScoopWhoop Hindi
Issue 56 | September 2020
Agency
Dentsu - Eunoia
Creative Team
Chief Innovation Officer: Gurbaksh Singh Art Director: Pooja Karia Copy Supervisor: Saptarishi Chakrabarti
Other Credits
Senior Business Director: Dhanwinder Singh Associate Vice President - Client Servicing & Strategy: Relix Ambrose
Date
September 2019
Background
Hindi is the most widely spoken language in India and millions consume Hindi content every day. But despite its popularity, urban millennials prefer English due to peer pressure and corporate culture. This shift has alienated India’s urban youth from Hindi, so much so that they can’t even recall the Hindi alphabet in its correct order.
Idea
To bring back the affinity towards Hindi, on Hindi Diwas (a day that celebrates the language), ScoopWhoop Hindi launched The Millennial Varnmala (or The Millennial Alphabet) on Instagram - a Gen Z makeover of the traditional Hindi alphabet. Every letter in this new alphabet chart was matched with words that the audience could relate to. So “Kah for Kabootar” became “Kah for Kool”; “Nah for Nal” became “Nah for Notification” - with a new-age typography, the entire visual identity of the alphabet was changed, giving the audience a new reason to relearn Hindi. The Millennial Varnmala was launched on a platform where the audience is most active - Instagram. Taking a leaf out of its grid format, the Insta grid was converted into an alphabet chart, creating a deeper connection with the audience in a never-seen-before manner. You can view the full chart here: https://www.instagram.com/themillennialvarnmala2020/
Results
The internet loved the celebrations and sparked conversations worth INR 2.8 Million Earned Media