The Language of Young India: My Take on Hinglish in The Indian Express

 My recent interviews on the fascinating phenomenon of Hinglish have been published in The Indian Express! This linguistic blend of Hindi and English has permeated advertising, Bollywood, and our daily lives across India, from Mumbai to Kerala and every city and village in between.

Hinglish isn't just a marketing trend; it's a reflection of India's evolving identity, bridging the gap between colonial and postcolonial, modern and traditional, and urban and rural influences. From the iconic "Vicco Turmeric, nahi cosmetic" ad to popular movie titles like "Jab We Met" , Hinglish has become a dominant mode of conversation both online and offline. It's even influenced how scripts are penned for advertising and billboards, with many now written in Roman script.

This linguistic shift is particularly evident among Gen Z, who prefer shortening words and using acronyms, a trend reflected in catchy slogans like Domino's "Hungry Kya?". Hinglish serves as a practical tool for expression, especially when direct Hindi equivalents for English terms are lacking.

The article is available on:

https://indianexpress.com/article/research/the-emergence-of-hinglish-in-advertising-bollywood-and-everyday-life-in-india-9951552/#:~:text=%60%20Bollywood's%20widespread%20use%20of%20Hinglish,resonate%20with%20a%20broader%20audience.

What are your thoughts on Hinglish? Do you use it in your daily conversations, or have you noticed its increasing presence in media? Share your experiences in the comments below!

(Source: https://deepai.org/machine-learning-model/text2img)