Transcreatio

n
Transcreation is a concept used in the field of
translation studies to describe the process of
adapting a message from one language to another,
while maintaining its intent, style, tone, and
context.
• Transcreation is a relatively new term and it’s precise
meaning is still being defined. Probably, transcreation
was first used thousands of years ago, as sacred,
historical and classic writings have been creatively
adapted in order to be read in several languages.
However, the word became more popular in the 1960’s,
when advertising agencies used it to describe the
translation of creative advertising copy. The word
Transcreation was even registered as a trademark in
2000 by a UK company, but this expired in 2010.
• Etymologically, transcreation is an amalgamation
of the words ‘translation’ and ‘creation’. The
purpose of transcreation is to carry the intent,
style, and tone of a message across cultural
barriers, while maintaining the emotional reaction
it creates.
• Typical projects requiring transcreation include slogans,
advertising campaigns designed to attract customers in a
specific market, website content, apps and games,
advertisements that are based on humor directly related
to just one language or culture, or products and services
that need to be marketed to diverse demographics,
within the same market. It is simply put, translating
while localizing It is about taking a concept in one
language and completely recreating it in another
language.
• One of the most widely known examples of transcreation is
the Spiderman comic in India. As producers realized that the
American Spiderman was in no way a fit for the Indian
market, they recreated it into an indian boy named Pavitr
Prabhakar. All elements of the original narration were
recreated and replaced to offer it an Indian Context. Even
Spiderman’s suit was altered: wearing a dhoti, he fights a
demon Rashasa against backdrops such as the Taj Mahal. This
is how transcreation brought Spiderman to life for the Indian
market.
• What is Transcreation and Why is it important?
 Transcreation is much more than translation. It takes
the original message and conveys it in another
language, making sure that the text in the target
language keeps the original styl, vocal tone, intent, and
emotional silence. It is a combination of discipline and
art, translation and interpretation. The process of
transcreation involves understanding the target market
and carefully tailoring the message using suitable
language, style imagery and tone for optimal appeal and
effective messaging.
• Think globally and act locally; transcreation
services can spread a brand’s identity in
exactly the way that the company wants, and
if Transcreation is a work of art, then we are
the artist.