Mind Your Language!, an advertising agency focused on South India, has announced the launch of Southify, a transcreation division to reproduce national TVCs for South Indian languages.
This division is based on the insight that TVCs have not been properly reproduced in South Indian languages. The founders believe that either the writing is incorrect or the voices are inappropriate, or the diction is off.
Deepan Ramachandran, founder, Mind Your Language!, said, “Translation is not enough anymore. Trans-creation is the future. TVCs done in Hindi have to be adapted to the South languages without losing the flavour of the original. It can happen only when these are re-written by seasoned vernacular copywriters and not by translators.”
Southify offers both script trans-creation and voice post production across South Indian languages.