Almost unsaid, the English language has dominated the world of the internet for a long time. Be it social media giant Facebook or microblogging site, Twitter, English has always been “The Language of The Internet”. However, with the emergence of various other social media platforms like TikTok, Helo, Likee etc with its user base number closely tailing or even surpassing Facebook or Twitter, the usage of internet has invariably spread out to the audience who were earlier facing language barrier in the process of browsing the web.
Among all the platforms that primarily caters to the Hindi speaking, an all-new social media app called Helo has exceptionally been able to scoop up the online presence of regional speakers to its platform in just a little over one year. It’s exciting to note that the local language expansion has been reeling in audiences from far and wide, nook and corner of the country. Considering the convergence of Hindi speakers to Helo, Tarksangat that is a Hindi tributary of the distinguished digital media, The Logical Indian has now registered its presence on Helo.
Tarksangat that literally translates to “that which is based on logic” aims to ripple content that can potentially and positively create an impact. Although it draws its inspiration from The Logical Indian, Tarksangat has a different brand identity and approach altogether when it comes to churning content.
Tarksangat on Helo has already added over 50K subscribers organically in its first four weeks. The organic following and rising popularity of Tarksangat on the platform is itself indicative of brightly optimistic future possibilities.
Anurag Mazumdar, COO of The Logical Indian said, “We feel that the vernacular audience has been majorly deprived of meaningful content. With Helo and other platforms those of who caters to vernacular users, we are able to reach out to that segment of the audience who are not typically present on Facebook/Twitter including a number of first-time users of the internet. There is already a staggering increase in the engagement across multiple content format of Tarksangat on Helo.”
On the other hand, CEO of The Logical Indian, Abhishek Mazumdar said, “Tarksangat is a standalone platform and is distinctively recognised. The Logical Indian and Tarksangat cater to a different set of an audience whom each has its own unique disposition and reception, the content formats of both platforms are different from each other. It is not merely a Hindi translation of the English version. Every single story on Tarksangat is a result of exhaustive work done by a dedicated team. Thus, every content on Tarksangat has its fair share of journalism involved. ”
What sets Helo apart as a unique platform is that it has identified the immense potential of the untapped vernacular market. It has successfully generated an inclusive space for vernacular users, creators and publishers to come together to collectively create a significant nexus of impact and positive influence that was so far nut-shelled within platforms predominantly catering to English users.
Shyamanga Barooah, Head of Content Operations, Helo, while speaking with The Logical Indian said, “News is one of the most important and user-preferred categories on the app. At Helo, our aim is to become an authentic source of news and entertainment for our users.”
It is indeed obvious that Hindi and regional users are a separate subset of the audience and their taste of content is different from that of the English audience. Typically, their preference generally revolves around entertainment/infotainment. The penetration of serious news can impact the overall content atmosphere of the platform. Considering Tarksangat is already on board, the initial impressions and people’s attitude towards it is a testimony of progressive cognizance of young minds given the fact that Helo is also an online world for many first time users. Barooah continues, “Helo gives users a voice to express themselves in their local language encouraging them to create and share organic content by frequently launching interesting campaigns for potential and existing users. According to a Google-KPMG report, only 8% Indians read English language newspapers while others prefer consuming news in their own languages and 60% Internet users claim that limited Indian language content acts as a major obstruction in the adoption of online services.”
Besides, rolling in variety to offer, Helo has also put on its social responsibility boots in the form of its new initiative called, ‘Helo Care’ that predominantly aims to harness content in 14 Indian languages for the benefit of the broader community. Its focus is to give everyone an opportunity to volunteer for social causes by making a connection between celebrities, key opinion leaders and other creators, with those who need help.
On the other hand, Anurag from The Logical Indian who has an expertise on socially driven endeavours said, “It feels good to know that Helo is growing in leaps and bounds. We truly appreciate that ‘Helo Care’ is paying utmost attention to social campaigns and is driving significant conversations among its massive user base. As a responsible and public-spirited digital media, we are not only happy but we are also enthusiastic for joint execution that in the process may come our way.”
In conclusion, the significant swathe of Tarksangat on Helo is a crucial step as it can prospect, catalyse and expedite attention-worthy, notable content in Hindi. Sparking significant conversations in digital spaces and taking the collective consciousness towards things that matter are the best practices by the stakeholders and every responsible tenet of change.
To join our Hindi community, Tarksangat visit Facebook/Website
To download the hello app click on Helo