How to Write UGC Scripts for Indian Audiences
User-generated content delivers authenticity that polished advertising lacks. But UGC for Indian audiences needs specific considerations—language, cultural context, and relatability factors that differ significantly from Western approaches.
This guide covers how to write UGC scripts that resonate with Indian consumers.
Understanding Indian UGC Context
Language Landscape
India's linguistic diversity demands thoughtful choices.
Hindi-English Mix (Hinglish): Most natural for urban, young audiences. Code-switching is normal.
Pure Hindi: Better for broader reach, Tier 2/3 cities.
Regional Languages: Tamil, Telugu, Bengali, Marathi—critical for specific market targeting.
English Only: Works for premium/metro targeting but feels less authentic for mass market.
Cultural Considerations
Family Influence: Purchasing decisions often involve family. Reference family approval when relevant.
Value Consciousness: Price-performance matters. Value demonstration is important.
Aspiration: Upward mobility themes resonate strongly.
Relatability: Situations should reflect actual Indian life, not Western imports.
Platform Context
Instagram Reels: 15-60 seconds, entertainment-first YouTube Shorts: Similar to Reels, discovery-focused Facebook: Slightly older audience, more explanation tolerance TikTok: Young, trend-driven, very fast-paced
UGC Script Frameworks
Framework 1: Problem-Solution Story
Structure:
- Hook with problem (0-3 sec)
- Personal context (3-8 sec)
- Discovery of product (8-12 sec)
- Usage experience (12-25 sec)
- Result and recommendation (25-30 sec)
Example Script (Hinglish): "Yaar meri skin ka kya haal tha na, pimples pe pimples. Kuch bhi try karo, kuch farak nahi padta. Then my friend suggested this niacinamide serum. Initially I thought another timepass product. But just see—2 weeks mein itna difference. Honestly try karo once, worth it hai."
Framework 2: Day in Life Integration
Structure:
- Daily routine start (0-5 sec)
- Natural product moment (5-15 sec)
- Brief explanation (15-20 sec)
- Continuation of life (20-30 sec)
Example Script: "Morning routine chal raha hai. Skincare time—ye wala serum lagao always. Lightweight hai, sticky nahi hai, foundation ke neeche perfect lagta hai. Office ready in 5 minutes."
Framework 3: Review and Honest Opinion
Structure:
- Direct introduction (0-3 sec)
- Product overview (3-10 sec)
- Pros honestly (10-20 sec)
- Any cons if applicable (20-25 sec)
- Final verdict (25-30 sec)
Example Script: "Okay so I have been using this pan for one month now. Honest review. Pros: nothing sticks, seriously nothing. Easy to clean, one wipe and done. Cons: thoda heavy hai but manageable. Overall? Best pan I have owned. Worth every rupee."
Framework 4: Transformation Reveal
Structure:
- Before state tease (0-3 sec)
- Explanation (3-10 sec)
- Product usage (10-20 sec)
- Reveal moment (20-30 sec)
Example Script: "Dekho pehle mera room kaisa tha. Totally messy, no vibe. Then I got these things from [brand]. See the transformation—same room but completely different energy."
Writing Tips for Indian UGC
Language Tips
Natural Code-Switching: Mix Hindi and English as people actually speak. "This product is actually achha hai" → Natural "This product is very good" → Formal/less relatable
Colloquialisms: Use phrases people actually use. "Yaar," "Actually," "Basically," "Suno"
Avoid: Over-formal Hindi that nobody speaks.
Relatability Tips
Real Situations:
- Getting ready for office/college
- Dealing with summer heat/monsoon issues
- Family gatherings and occasions
- Budget considerations
Real Environments:
- Actual Indian homes (not studio)
- Indian kitchens, bathrooms, bedrooms
- Real lighting conditions
Cultural References
Safe to Include:
- Festival contexts (Diwali shopping, Holi preparation)
- Family dynamics
- Common Indian experiences (traffic, weather, chai)
Approach Carefully:
- Religious references
- Regional stereotypes
- Political contexts
Script Lengths and Formats
15-Second UGC
Ultra-tight. One point only.
Structure:
- Hook (1-2 sec)
- Product + Benefit (10 sec)
- CTA (2-3 sec)
Example: "Game changer for oily skin—this sunscreen absorbs in seconds, no white cast, no stickiness. Try it. Link in bio."
30-Second UGC
Standard format. Room for story.
Structure:
- Hook (3 sec)
- Story/context (10 sec)
- Product feature (10 sec)
- Result/CTA (7 sec)
60-Second UGC
Full story format. For consideration-phase content.
Structure:
- Hook (3-5 sec)
- Problem story (15 sec)
- Solution discovery (10 sec)
- Usage demonstration (15 sec)
- Results and recommendation (15 sec)
Briefing UGC Creators
What to Provide
Must Include:
- Key message points (not full script)
- Product facts and benefits
- What NOT to say (legal, brand guidelines)
- Pronunciation guide for brand name
Can Include:
- Example hooks (options, not requirements)
- Reference videos (style, not content to copy)
- Target audience description
What to Allow
Give Freedom On:
- Exact wording and delivery
- Personal stories and examples
- Location and setup
- Posting style
Review Process
First Pass: Does it feel authentic? Legal Review: Any claim issues? Brand Review: Any dealbreakers?
If it feels slightly imperfect, that is often good. Over-polish kills authenticity.
Common Mistakes
Mistake 1: Too Scripted
Sounds like reading, not speaking.
Fix: Talking points, not word-for-word scripts.
Mistake 2: Western Copy Translation
Direct translation of Western scripts feels wrong.
Fix: Write natively for Indian context.
Mistake 3: Product-First
Starting immediately with product screams advertisement.
Fix: Story and context first, product naturally.
Mistake 4: One Language for All
All-English or All-Hindi misses segments.
Fix: Multiple language versions for different audiences.
Quick Reference Checklist
Before finalizing UGC script:
- [ ] Language matches target audience
- [ ] Code-switching feels natural (if Hindi-English)
- [ ] Situations are relatable to Indian life
- [ ] Environment is authentically Indian
- [ ] Product introduction feels natural
- [ ] Claims are honest and substantiated
- [ ] Hook captures attention in 3 seconds
- [ ] Length matches platform
- [ ] Script allows for creator interpretation
Conclusion
Great UGC for Indian audiences requires cultural fluency. Write for how Indians actually speak, in situations they actually experience, with authenticity they can believe.
Scripts are starting points. The best UGC happens when good scripting meets creator authenticity.
Generate UGC-ready ad concepts quickly with Avocad. Try free at avocad.xyz.
— The Avocad Team