Bustling metropolis city like Bengaluru, where diversity thrives and campaigns ignite conversations, the power of language shines through. Recently, our Milann campaign took a deliberate step towards linguistic authenticity, sparking a viral sensation in the metro.

Delving into the nuances of translation, we uncovered a common trend—direct translations often fall short of capturing the cultural essence. Take, for instance, the word “book.” In Kannada, it’s not merely “book” but “pustaka,” resonating deeply with our heritage and identity. Our campaign, echoing with “yeah baby, yeah baby,” found its Kannada counterpart in “Howdu Paapu, Howdu Paapu,” we came up with this campaign to emulate the translation after a lively in-depth discussion. ¹

Beyond campaigns, language holds a pivotal role in our daily lives. As a mother raising two toddlers, conversing in my native Kannada language with my children was my priority, while, as a diverse family my husband, who is Hispanic, communicates to them in Spanish—a tribute to our diverse heritage. Research reveals the remarkable capacity of young minds to absorb multiple languages effortlessly, each finding a home in distinct corners of the brain. This early exposure fosters not just linguistic prowess but also a profound cultural connection. ²

Yet, amidst the linguistic tapestry of our nation, there’s a tendency to prioritize English over regional languages—a trend that risks eroding our cultural roots. I reflect on my own journey, though I was born in the US, my parents took pride conversing in Kannada invoking our natural ability to absorb the language, this became my bridge to India, where it helped my decision to move here in 2009.

A clear example of the effect of westernization is the disheartening trend I witnessed here in my workplace when my colleagues reply in English when I converse in Kannada. This imbalance reflects a larger issue – a lack of pride in our linguistic heritage.

Let’s see another example of a good cultural heritage, Karnataka and Italy have the same population size, but the language in Italy is celebrated with pride by its people who expect even a tourist to try and converse the language to communicate, whereas most people in Bangalore default to English over their local language. This shows the significance of people’s choice of comfort over the pride of their native language.

Language isn’t just a means of communicating, it’s an emotional conduit to our heritage, our history, and our very essence. Although my husband did not grow up in a Spanish-speaking household, he understood the importance of passing on the linguistic riches of his ancestral roots to our children. Similarly, he has long valued the importance of being able to communicate to people in Kannada here in Karnataka, which is why he took language classes soon after moving to India and continues to study this ancient Dravidian language with enthusiasm. My husband often says that no other gesture has the power to foster deeper connections with people than speaking to them in their native language.

So, as we navigate the linguistic landscape, let’s celebrate the richness of Kannada, nurturing it as a lifeline to our cultural heritage. Let’s instill pride in our language, bridging generations and fostering a deeper understanding of our collective identity. Language isn’t just words—it’s the heartbeat of a culture, pulsating with stories, traditions, and shared experiences. Let’s embrace this diversity, for in language, we find not just communication but the very essence of who we are.