Leading E-commerce Platform Boosts Regional Engagement by 40% with Multilingual Video Localization
About the Customer
We worked with one of India's largest e-commerce portals, which connects millions of small and medium businesses.
Challenge
People in Tamil Nadu, West Bengal, and other parts of India had trouble understanding a lot of the movies because they were in English or Hindi. Every video had to look like it was developed just for that seller and be useful to them. It was important for sellers to actually know and care about the subject.
They had an extensive video library covering onboarding, product demos, and promotions. But regional vendors often struggled to keep up, and dubbing took a long time. And it appeared almost impossible to scale thousands of minutes without a big increase in costs. Every day of delay meant missing chances to talk to sellers who were waiting for important training.
Solution
We used Devnagri’s Language AI Video Translation & Dubbing workflow. Implementing it with a flexible, iterative approach to ensure precision and quality.
- Neural MT engines produced the first translations and learned terminology specific to retail.
- Time-coded alignment guaranteed that the words matched the pictures, even in extended courses.
- Synthetic voices captured the brand’s tone, while linguists refined them to ensure natural, human-like delivery
- Multiple languages ran at once, Tamil, Telugu, Kannada, Bengali, Marathi, and a few others.
Interestingly, the most significant efficiency gain came from integrating the workflow directly into their CMS. Videos went in, fully localized versions came out, and there were no extra handoffs, which saved a surprising amount of time.
Key Highlights
Turnaround dropped from about 5 days to under 36 hours, and broadcast-quality dubbing went out in 7 languages. QA accuracy stayed above 95%, and the workflow easily handled over 1,500 minutes of video per month.
Impact
- The deployment of content sped up by a factor of 3.
- Regional participation went up by around 40%, which was more than they had hoped for.
- More than 2.5 million merchants could get training in their own language.
- The deployment of content sped up by a factor of 3.
- Costs decreased by around 30%, while the brand voice remained consistent across all languages.
- In 60 days, CSAT increased to 92%, and AHT decreased by 38%.
Machine translation API made localization faster, more precise, and more valuable for their enterprise. Videos came up, truly speaking to the sellers in their own language.
