Content localisation goes beyond simple translation. It’s about making your brand relevant and culturally connected to local audiences.

In our recent webinar, Power Hour: Localisation is More Than Language, marketers Daniel Agus Prasetyo, Melody Fu, and Ronak Sheth shared content localisation strategies in Indonesia, China, and India with Titien Ahmad.

While there were countless learnings from the full session (ICYMI, watch here!), here are three strategies that stood out:

Storytelling with Impact: Why Culture Matters

The starting point for content localisation is understanding and incorporating cultural nuances. Daniel highlighted how Indonesia’s collectivist culture shapes his marketing strategies:

“In Indonesia, we make decisions in groups – within families or communities. For example, during Ramadan, we launched a campaign promoting handwashing before ablution, which emotionally connected with local audiences.“

This tailored approach resonated with Indonesian consumers. Daniel noted that the same strategy may not necessarily work in markets like Thailand or Malaysia, where cultural and religious contexts differ.

“It’s about creating a narrative that reflects local culture and values.”

Daniel Prasetyo, Head of Public and Corporate Communications, Koltiva

Ronak added that adapting products to local tastes is another crucial part of creating content that feels “authentic and relevant.”

Global brands like Coca-Cola successfully adjust their products to meet local preferences, creating a more genuine connection with audiences. He emphasised that today’s audience is savvy enough to spot inauthentic marketing, which can undermine trust in the brand.

Content Localisation = Product or Channel Customisation?

Customisation doesn’t always mean changing the product— it’s also about how the product is marketed and which channels are used. 

Melody shared her experience in Greater China, where WeChat, rather than Instagram or Facebook, is the dominant social platform. As Melody noted:

“In China, we focused on WeChat, building an account nearly 10 years ago. It has become a critical vehicle to connect with customers, partners, and employees, working almost like a mini-website.”

For Melody’s team, channel customisation was key to localising their brand presence, allowing them to reach their audience through a platform they already trusted.

Ronak similarly highlighted the importance of a mobile-first strategy in India.

With over 700 million smartphone users, mobile penetration is exceptionally high. This young, tech-savvy audience prefers mobile-friendly content, underscoring the need to match platforms with local behaviours.

On the flip side, product customisation remains crucial. Ronak shared a success story about localising investment products for the non-resident Indian (NRI) market:

“We developed equity-based products specifically for NRIs looking to invest back in India, tapping into a niche that connected them to the India growth story.”

Whether through product or channel customisation, understanding local preferences is essential for effective content localisation. In many cases, adapting both the product and the channel helps engage local audiences.

We think these B2B brands have mastered their content localisation strategies.

Data, AI, and the Future of Content Localisation

No discussion about content localisation would be complete without touching on the role of data and artificial intelligence (AI).

In today’s marketing, data is king. Audience insights, behaviour patterns, and local benchmarks help model your customers’ needs and motivations.

Ronak emphasised that the days of broad, one-size-fits-all campaigns are over:

“Gone are the days of carpet-bombing campaigns. Today, it’s all about capturing the digital footprint of your audience—understanding their behaviours and moments of truth.”

Ronak Sheth, Chief Marketing Officer, 360 ONE (India)

Data allows marketers to refine their messaging, making sure content resonates locally. However, AI is also playing a growing role in localisation efforts. 

“AI helps scale our efforts, but it can’t replace personalisation. It’s the human touch that makes our messaging stand out.”

Melody Fu, Growth Marketing Director, Akamai Greater China Region

Ronak agreed, pointing out that while AI can assist with content creation, it’s human intervention that ensures authenticity.

He stressed how interacting with local communities is important, adding: “If you haven’t spoken to the local people, you can’t build truly authentic content—AI cannot replicate that local knowledge.”

Localisation Wrapped: The Human Touch Behind Global Success

Localisation is no longer a luxury. In fact, it’s necessary for brands looking to expand globally. By understanding cultural nuances, balancing product and channel customisations, and leveraging data plus AI, marketers can create campaigns that resonate at a deeper level.

Power Hour: Localisation is More Than Language reminds us that while technology is reshaping marketing, the human element remains vital for truly connecting with your audience.

Want the full scoop? Catch the webinar on our YouTube page!