Google Assistant: Knowledge has no language

Google, a tech conglomerate, boosted consideration of Google Assistant to 89% by emphasising how it could assist Hindi-speaking audiences in India to confidently navigate the internet.

Campaign details

Brand: Google IndiaAgency: Mullen Lowe Lintas Group

Strategy

Objective

The Internet has been biased towards English as its primary language. This bias does not only manifest in content/output/information but also the hardware/input/access mediums (e.g. keyboards). A survey conducted by Booking Holdings in 2018, 3/4 of respondents said they believe that a lack of understanding of the English language is keeping newer users at bay.

Today the Hindi content on the internet is vast and ever-growing, but unfortunately, it still requires competency in English. The lack of which seriously limits one's ability to access it. The...

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