How Dua Lipa’s Concert in Mumbai Teaches Us the Power of Localization
Dua Lipa recently had a concert in Mumbai.
She didn’t just perform her global hits - she surprised the audience by mashing up a popular BOLLYWOOD song.
The crowd went WILD.
What’s the lesson here for entrepreneurs?
Localization.
When you launch a product, service, or even a piece of content in a new market, you need to adopt the culture to truly connect with your audience.
Here’s why it works:
1. Emotional Connection
People resonate with something that feels familiar. Dua blending her music with a Bollywood song made her feel closer to her audience.
2. Instant Virality
That one moment created thousands of social media posts, stories, and shares.
3. Trust and Relatability
Localization sends a strong message: I see you, I value you, I understand your culture.
Big brands do this all the time:
→ Netflix customizes its offerings with regional content.
→ McDonald’s offers McAloo Tikki in India.
→ Nike collaborates with local artists for limited-edition designs.
Want your product to hit the right notes?
Adapt. Localize. Belong.
P.S. The next time you’re planning a launch, ask yourself:
“How can I show my audience that I’m speaking their language?”
#startup #entrepreneur #marketing