Hinglish Hamari Identity: The Language of Advertising in India

Abstract

The paper deals with code-mixing in the present-day advertisements in the print as well as on the electronic media. Hinglish has become the popular language among youngsters not only in the megacities but even in the rural India. India is in the phase of Endonormative stabilization of English where the language has mingled with the local hue of indigenous languages thus establishing a new identity. The English language we find around us is thus an amalgam of not only various Indian languages and the native English, but also of two or more cultures. The world of advertisement reflects the same social reality of India. The multinational brands like Pepsi could realize this and preferred to go with the local sentiments by using Hinglish language to popularise their products.