Recreating a marketing message for another language and culture so it has the same effect, even if the words change completely. It combines translation with copywriting.
Example
Meera's English tagline 'Fits your Monday' has no natural Marathi equivalent. Her writer drops the literal version and writes a new Marathi line about the office week that carries the same idea.
How you'll hear it
“Don't translate the tagline; get it transcreated.”
Don't confuse it with
- Translation: keeps the meaning of the words; transcreation keeps the effect on the reader.
- Localisation: adjusts content to fit a market; transcreation rewrites the creative idea itself.
In India: Taglines and wordplay rarely survive literal translation across Indian languages; brief a native-speaking writer, not just a translator.