Connecting Patients & Pharma Through Multilingual Communication
Our localization solutions ensure that healthcare messages are not just translated, but truly resonate with local audiences. By speaking the language of trust and clarity, we help providers strengthen patient confidence while driving long-term business success.
Kalakrit × Traya — Building Trust Through Local Voices
Background
Traya, a fast-growing hair care brand, blends Ayurveda, dermatology, and nutrition into personalised treatments. With rapid growth across India, they wanted to expand deeper into South India and later the Gulf, while keeping their brand voice of science-backed, empathetic care intact.
The Challenge
- Regional Appeal: Connect with audiences in Tamil, Telugu, Kannada, and Malayalam with campaigns that feel native.
- Preserve Brand Voice: Maintain Traya's credibility and care-driven messaging in every language.
- Cultural Fit: Adapt campaign reels and ads to sound natural, not simply translated.
- Global Expansion: Localize campaigns into Arabic dialects for Gulf audiences without losing Traya's identity.
Our Approach
Regional Localization in South India:
- Language-First Adaptation: We re-scripted campaign reels and ads in local languages, weaving in regional idioms, culture, and tone.
- Voice & Persona Matching: Local voice artists were briefed to convey Traya's authoritative yet empathetic brand voice across Malayalam, Tamil, Telugu, and Kannada.
- Visual Sync & Cultural Relevance: Campaign visuals were aligned with localized narratives, using visual cues and symbols that resonate regionally.
Gulf Expansion with Arabic Localization
Once momentum was built, Traya expanded into markets like UAE and Saudi Arabia:
- Arabic Dialect Adaptation: Scripts were translated into appropriate Gulf dialects, with local cultural references integrated.
- Native Voice Talent: Voice actors were hired to bring sincerity and credibility, mirroring the original campaign tone while aligning with Arabic-language expectations.
- Consistent Brand Identity: Despite language changes, every campaign retained Traya's ethos of science-driven, holistic wellness.
Why It Worked
- Cultural Empathy: Not just translated, messages were re-imagined for context and emotion.
- Scalable Workflow: Localization worked across regions without losing consistency.
- Market Activation: Campaigns felt immediate, native, and authentic everywhere.
Impact & Scale
- Southern Reach: Traya's regional campaigns saw higher engagement and resonated more deeply in southern markets, supporting their expansion strategy.
- Gulf Launch Momentum: Traya's expansion into the Gulf market leveraged familiar campaign templates, adapted culturally and linguistically for new audiences.
- Sustainable Playbook: Kalakrit established a replicable localization workflow, translation, tone adaptation, voice casting, and syncing for both Indian and Middle Eastern markets.
Final Thought
Traya's growth story proves the power of thoughtful localization. With Kalakrit, beauty spoke every language, building trust across India and beyond.
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