In a country as diverse as India, where people speak different languages and have different tastes, Helo was launched with a mission to bridge the information gap for Indians, who are comfortable expressing themselves in their local language. Available in 14 Indian languages- Hindi, Marathi, Bhojpuri, Haryanvi, Rajasthani to name a few, Helo brings everyone together by allowing users to connect with wider community, by creating and sharing content in their preferred language.
The user-friendly interface of the app makes it easy to use and navigate, thereby, making it easy for users to consume content on the platform. The app not only offers localized content in 14 languages used by Indians in India, but also in countries with active Indian communities such as USA, Canada, Singapore, Malaysia, Saudi Arabia, UAE, Oman, Kuwait, Qatar, Nepal, Sri Lanka, South Africa, and Bangladesh.
Helo’s growth in tier II and III cities has been phenomenal. Cheaper smartphones, significantly lower data tariffs and the government’s marquee Digital India program has ensured high-speed internet access in regional India.
Helo is fast reaching the local audiences, who feel the need to know what’s happening in their community and be a part of social media bandwagon. In addition, it’s not just about enabling interaction and engagement in regional languages, but it is also about focusing on user-generated content and helping the regional users to rise and shine and become stars in their local communities. These content generators are fast becoming the heroes of their local areas, providing important and relevant content as per the region they belong to.
To further engage regional language audiences, Helo successfully partnered with regional content platforms including TV shows and films such as Bigg Boss Kannada, Super Star Junior in Tamil, Bigg Boss Marathi and Gully Boy to name a few. Underlining the app’s regional essence, content around festivities across different states, such as Diwali and Uttarayan has clocked maximum traction among users. Recently, Helo also celebrated Cricket World Cup by launching #CheerforIndia campaign which urged the fans on the app to post original content to cheer team India.
Thriving on Helo’s regional outreach, the social media platform has partnered with various TV shows popular in specific regions. For instance, another appealing and productive partnership with one of the most popular reality television shows in Tamil Nadu, Super Singer Junior (SSJ), not only did the users have the opportunity to vote for their favourite singers, but also become one by uploading their singing videos on the app.
With India being the fastest growing broadband market in the world, penetration in the regional market is not only helping brands expand themselves but is also indeed bringing the communities at large together.
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