Rupesh Kashyap on how Hotcult is unravelling the power of hyperlocal marketing

In a dynamic and diverse country like India, crafting effective communication strategies requires more than a one-size-fits-all approach. Overcoming language barriers and cultural nuances is paramount for meaningful connections. Rupesh Kashyap, Chief Content Officer, Hotcult, believes that understanding and decoding culture while delivering content in relatable ways forms the foundation of their mission. Hotcult stands as a culture-led, consumer-centric solution provider in an era where advertising evolves into content-led experiences, offering less intrusive, more shareable, and measurable engagement. 

With a commitment to cultivating culture that shapes unique human experiences and influences behaviour, Hotcult envisions the future with a focus on insightful storytelling.

In conversation with Adgully, Rupesh Kashyap talks about the need for ‘Hyperlocal Marketing’ in India, as well as its dual significance. First, the precision of targeting prospective customers in specific geographic areas fuelled by the growing trend of “near me” searches, driving footfall to physical locations. Second, the rich tapestry of India’s geography and cultures necessitates a localised approach to marketing, acknowledging the vast linguistic, regional, and cultural diversity. Excerpts:

What is the underlying idea of Hotcult?

In a diverse country like India, we can’t use one-size-fits-all when it comes to communication. The language has always been a barrier, or I should say it will always be a barrier; to break it, we need something that connects us as a people. Therefore, understanding the culture and decoding it in a language people can not only understand, but rejoice is the motto behind Hotcult.

Secondly, these days, advertising can be skipped, blocked and unsubscribed. What does that mean? Are we not consuming advertising? Actually we are. But in a different form. It’s called content. Short or long forms divided into nano, micro, macro and mega or hero, hub and hygiene. Therefore, content-led advertising is less intrusive and more acceptable, sharable and measurable.

We are a culture-led, consumer-centric solution provider.

What is the vision and mission of Hotcult for the year ahead?

We cultivate culture that creates unique human experiences and impacts behaviour.

Please tell us about the next projects and whether audiences can anticipate experiencing any new genres.

We have got a couple of projects and are in the process of weaving insightful stories for their respective audiences. One of them is an ultra-premium furniture brand, and due to the kind of cultural strategy we have arrived at, we are confident that it will help change the perception of the people the way the category is seen and consumed.

Why did you believe that India needed ‘Hyperlocal Marketing’?

I will answer this question looking into two aspects:

1. What hyperlocal marketing exactly means:

The second aspect of ‘hyperlocal’ marketing is to target prospective customers in highly specific, geographically restricted areas such as a particular street/ gully or a mohalla. The ‘near me’ search in our mobile has helped increase the footfall to the physical locations with the very strong commercial intent. We have more than 260 million UPI (Unified Payments Interface) unique users in India today. Imagine the massive opportunity we have today!

2. How Indians have been thriving geographically and culturally:

We are a country of 28 states and eight union territories, 640 districts, 5,924 sub-districts, 7,935 towns and more than 600,000 villages. Also, the rapid urbanisation is changing the face of consumerism. For instance, 377 million people live in 7,935 towns/ cities (Census, 2011) across the country, which constitutes about 31.2% of the total population. The number of towns has significantly increased from 5,161 in 2001 to 7,935 in 2011. This number will change further when scheduled Census data comes. There are more than 19,500 mother tongues that we have in India. This simply means the country that we live in is thriving locally.

I believe India needs ‘hyperlocal’ marketing, because we are a country of gaon, gully, and mohalla, with a sizable population with unique dialects, customs and rituals.

How will hyperlocal marketing change the nation’s marketing landscape?

We are changing as a nation; the credit goes to accelerated economic reforms, physical infrastructures and digitisation. And the beauty of digitisation is personalisation. It’s something first-hand experience for the marketers as what their cohort of consumers are doing, preferring, facing challenges, etc., and therefore, the fast-paced solutions. This is what India’s competitive advantage is now. The digital behaviour of Indians will change the nation’s marketing landscape. Be it local or hyperlocal.

What has been the turning point in the advertising industry?

The turning point in the advertising industry has been the convergence of technology, changing consumer expectations, and the pursuit of meaningful connections. Here are a few of them we can count on:

3. Personalised experiences: Consumers now expect tailored advertisements that resonate with their individual preferences and needs. The rise of data analytics and AI has enabled us to create hyper-personalized campaigns, enhancing engagement and conversion rates.
4. Content integration: Traditional ads are giving way to integrated content experiences. Consumers seek authentic storytelling that seamlessly integrates with their favourite platforms, blurring the lines between entertainment and marketing.
5. Purpose-driven advertising: Brands are aligning with social and environmental causes, reflecting a shift in consumer values. Purpose-driven advertising not only resonates with audiences but also fosters brand loyalty and authenticity.
6. Interactive technologies: Augmented Reality (AR) and Virtual Reality (VR) are reshaping how consumers interact with ads. Immersive experiences empower consumers to engage with products before making a purchase, elevating the overall shopping journey.
7. Voice search and AI assistants: The proliferation of voice-activated devices has spurred the need for voice search optimisation. Brands must adapt their strategies to be discoverable in voice-based searches, offering a new touchpoint for consumer engagement.
8. E-commerce integration: The boundary between advertising and e-commerce has blurred. Shoppable ads and social commerce enable consumers to seamlessly transition from inspiration to purchase, revolutionizing the path to conversion.
9. Data privacy and transparency: Consumer concerns about data privacy have led to stricter regulations. Brands must prioritize transparency, ensuring ethical data collection and usage practices to build and maintain trust.
10. Short-form video dominance: Platforms like TikTok and Instagram Reels have popularized short-form videos, requiring brands to convey their message succinctly and creatively within seconds.

11. Influence of Gen Z: Gen Z’s unique preferences have challenged dvertisers to embrace authenticity, inclusivity, and non-traditional approaches. Connecting with this generation requires a deep understanding of their values and behaviours.
12. Rise of user-generated content: Consumers are co-creators of content, influencing their peers through authentic recommendations. Brands leverage user-generated content to foster community and credibility.