There are better ways to spell bespoke and it is only by trial and error that you can figure out what works the best for your brand. But to make up your mind that only going chic, luxe or enigmatic with English would work, then you need to rethink!

1. English Vinglish and Premium Brands
"Relish on the Appetising medley of exotic flavours beautifully orchestrated in a melange of
whole grain rice and indian cereal infused with the smoked aroma of clarified butter".
Couldn't get what are we talking about? Yeah half of our team couldn't either! FYI - We are
talking about Ghee Khichdi.
We wouldn't be wrong to state that our post colonial hangover or simply put our obsession
with English isn't going away anytime soon and it is imbibed so much so that whenever we
think of any premium, luxury or "high end" brand, we think it's best to describe or market it
by channeling our inner Shashi Tharoor (Since he left even the Bard behind) but sometimes
even ​Parampara, Pratishtha and Anushasan ​works just fine. Who are we kidding, better than
just fine.
In a country that breathes bollywood and where Matchmaking's Seema Ma'ami gets more
traction than Assam Floods, going local se vocal with language can promise better results
than going all high flung and pouring Thesaurus out in each copy. And we speak from our
personal experience.
One of our highly loved Brands - Shahji desi ghee is a premium ghee brand that relies on a
legacy of purity and royalty. (PS - This is not a marketing gimmick but we won't mind if you
end up purchasing a bottle or two after this). Since it is comparatively costlier than other
brands and comes in the high end FMCG category, we decided to focus our communication
primarily in English(Not the Shashi Tharoor kind, obv). We went all out with our English
odes and medleys but didn't leave Hindi poems and Urdu Shayari behind. To our amazement,
Hindi fetched better results and more engagement . To conclude, it's the audience, the
product, the idea you want to communicate that matters and not the sole factor that something
is premium. There are better ways to spell bespoke and it is only by trial and error that you
can figure out what works the best for your brand. But to make up your mind that only going
chic, luxe or enigmatic with English would work, then you need to rethink! Or even if you
are going with English, using words that would make half your audience reaching out to
google to know its meaning probably won't work for the best.