In an exclusive interaction with MediaBrief, Geetanjali Chugh Kothari, CMO at Future Generali India Life Insurance; Ragini Hariharan, Marketing Director – Beauty and Personal Care at Himalaya Wellness; Saurabh Srivastava, Chief Operating Officer – Digital Business at Shemaroo Entertainment; Shantiswarup Panda, Chief Marketing Officer of Indriya – Aditya Birla Jewellery; and Vikas Singh, Managing Director and CEO of MMTC-PAMP, speak about how brands are tapping into India’s rural markets using regional language content and hyper localized campaigns, highlighting the factors that are driving this shift.
They underline the key challenges and considerations when designing advertising campaigns specifically tailored to regional audiences and shed light on how to measure the success and ROI of such localized campaigns with unique metrics.
They also speak about the role of technological innovations in crafting and delivering effective regional campaigns and share their views on how regional advertising will evolve over the next few years.
On using regional content and hyper-local campaigns to tap into rural markets
India’s micro-markets demand tailored approaches that resonate with local cultures and languages. Brands are increasingly adopting regional content strategies, leveraging affordable data and widespread smartphone use. Speaking about this, Geetanjali Chugh Kothari of Future Generali India Life Insurance, shares, “Hyper-localized campaigns bridge the trust gap by aligning with cultural nuances and aspirations.”
“We, for instance,” she shares, “use micro-influencers through our Women in Insurance (WiN) campaign to simplify financial planning for rural audiences. This approach fosters deep emotional connections while empowering communities.”
“By blending regional storytelling with strategic digital tools, brands ensure their messaging remains authentic and impactful across India’s diverse rural landscapes,” explains Kothari.
Ragini Hariharan of Himalaya Wellness believes, “Tapping into India’s rural markets requires a nuanced approach that combines cultural understanding with strategic communication.”
“At Himalaya Wellness Company,” she shares, “we’ve observed that regional language content is key to building a meaningful connection with these audiences. Rural consumers resonate deeply with messaging in their native languages, which is why we customize our campaigns to local dialects and cultural nuances.”
“Our vernacular campaigns in Tamil Nadu helped us reach an additional 1.5 lakh households earlier this year, showcasing the power of localized communication,” expands Hariharan.
“Hyper-localized campaigns are another vital pillar of our rural strategy. We engage with these communities through grassroots initiatives like kiosk stalls, activations at local fairs, and collaborations with regional radio and newspapers. These efforts create authentic, trustworthy touchpoints that go beyond traditional advertising,” Hariharan adds.
Shantiswarup Panda of Indriya – Aditya Birla Jewellery, highlights that, “Indian audiences even in smaller towns and rural areas have high aspiration thanks to the leap frogging of mobile connectivity and e-commerce that our nation has witnessed. Audiences across geographies have access to similar content on social media and have access to brands thanks to e-commerce.”
“The divide that existed due to traditional media and physical retail footprint no longer exists. Since the awareness and aspiration is already present it makes life easier for brands to communicate and connect with these audiences,” states Panda.
“The key task here,” he says, “is to ensure that a brand engages with its audience in the most native manner possible which goes beyond just a regional language dubbed advertisement. The communication has to feel authentically native not just a translation.”
Saurabh Srivastava of Shemaroo Entertainment notes, “Significant growth in advertising markets occurred when television started offering quality content options beyond Hindi. This enabled brands to target audiences more sharply and penetrate deeper into various markets.”
“Now,” he says, “with advanced technology, high digital penetration, and consumer fragmentation, there is scope to do both, more nuanced and localized storytelling, as well as advertising. This will unlock the next phase of advertising expenditure growth.”
Vikas Singh of MMTC-PAMP points out that, “Brands and businesses are constantly innovating to offer a bouquet of products and services that caters to an array of consumer demands not only in urban but in rural markets as well.
“This approach promises growth sustenance through increased market share, larger consumer base and a positive impact on the overall sales. In line with this strategy, businesses have been creating tailor-made content and designing hyper localized campaigns, especially for rural areas, to address demand and boost revenue.
Commenting on the factors driving this shift, Singh says, In tier 2 and 3 cities, increasing awareness coupled with rising income levels has given thrust to the demand for product and service offerings. Consumer Awareness is being largely driven by digitisation which is making an impact in rural markets. Younger audiences in these regions are proactively participating on digital and social media platforms which is influencing their purchasing decisions and buying aspirations.”
“At MMTC-PAMP,” expands Singh, “we follow an omni-channel marketing approach with an increased focus on vernacular communication. To establish a deeper connection with young and seasoned consumers in rural markets, MMTC-PAMP utilizes digital outreach to highlight ad campaigns with a regional focus and simultaneously implement product placements on platforms like Amazon to enhance reach.”
“Hence, this shift among brands is a result of the encouraging response they have received from hyper-localized campaigns,” he adds.
Challenges in creating regional and localised ads
Geetanjali Chugh Kothari shares, “Crafting campaigns for regional markets is fraught with challenges dialectical diversity, cultural sensitivities, and maintaining brand consistency across geographies.”
“Success hinges on local collaboration,” she believes, “as seen in our WiN campaign, which co-creates content with micro-influencers and regional teams.”
“Feedback loops and real-time data analytics further refine messages, ensuring relevance and engagement,” continues Kothari. “Navigating these complexities demands a mix of cultural intelligence and digital acumen.”
“Our approach grounded in community insights and authentic storytelling demonstrates how brands can overcome barriers to deliver inclusive, resonant campaigns that align with both local aspirations and overarching brand values,” she adds.
Ragini Hariharan notes that reaching regional and rural audiences requires a deep understanding of their cultural, linguistic, and buying preferences. “For Himalaya, navigating this diverse demographic involves tailored strategies based on extensive consumer research. By crafting region-specific campaigns in vernacular languages, the brand effectively showcases the power of localized communication to connect with diverse audiences,” she shares.
Hariharan shares, “Access to media channels in rural areas is often limited, prompting Himalaya to utilize hyper-localized mediums like radio, regional newspapers, and grassroots activations such as kiosk stalls and local fairs. These direct engagement methods help build trust and visibility effectively.”
She also believes that affordability and trust are key factors in rural markets, and highlights the importance of simplified digital campaigns using platforms like WhatsApp and regional social media to ensure accessibility for less digitally savvy audiences.
Shantiswarup Panda comments, “We may not like it but advertisement is eventually an intrusion in a consumer’s life so the key challenge is how to spin the brand communication into an engaging piece of content which is not just a translated advertisement but a deeply engaging, culturally nuanced content piece which makes the brand native to the socio-cultural region.”
“To overcome this challenge,” he says, “it is imperative that the nuanced codes of each culture is well researched and is imbibed into the brand content which makes it authentic and native.”
Saurabh Srivastava states, “Vernacular content may also be highly urban, but if we understand the question correctly, it is about capturing dialects and other cultural nuances to engage effectively with heartland audiences (example- the various dialects of Hindi).”
“Sensitivity and inclusion are very important when targeting hyper-localized communities. This approach not only ensures great results (because the advertising resonated deeply with cultural codes)—but also ensures that the process is as thoughtful and justified as the outcome,” Srivastava adds.
According to Vikas Singh, “In order to create campaigns tailored for regional and rural audiences, extensive research on consumer demands and preferences needs to be carried out in these markets.”
“At MMTC-PAMP,” he shares, “we prioritize different products from our offerings that cater to audiences from different regions of the country. Therefore, as part of our Go-To-Market strategy we lay emphasis on identifying and defining our target audience and basis their preferences, we focus on our distribution and promotion strategies.”
“The success of the narrative is determined by how effectively the brand has been able to relate to consumer sentiment in the particular region. Therefore, any campaign should serve as a platform for the brand to strengthen its relationship with its consumers by identifying their tradition, values that would in turn lay the foundation for long-term trust with them,” adds Singh.
KPI’s for regional campaigns
Sharing insights on how brands measure the success and ROI of regional and hyper-localized campaigns, Geetanjali Chugh Kothari believes, “Traditional metrics like impressions and reach provide a baseline but fall short of capturing regional campaign impact.”
She shares that instead, “We evaluate success through granular engagement metrics, regional sentiment analysis, share-of-voice in local markets, and community-driven actions. Tangible indicators, such as increased uptake of localized insurance products, highlight the efficacy of hyper-localized efforts.”
“By aligning traditional and innovative KPIs we ensure that campaigns deliver both quantitative results and qualitative resonance,” adds Kothari.
Shantiswarup Panda states, “From a communication or brand content point of view the measure has to be enjoyability, message comprehension and branding as critical measures whereas from media point of view reach, impressions and engagement are leading indicators or KPIs and awareness and considerations are the lagging indicators or measures.”
Saurabh Srivastava explains that, “Measuring success requires capturing signals across a 360-degree framework. Starting from social listening to brand metrics and offtakes. There is no point in going deeper into regional advertising without measuring outcomes precisely at every stage.”
Vikas Singh says, “At MMTC-PAMP, the key metrics to measure campaign success would depend on the level of brand engagement in the region during and post the campaign, the increase in awareness of our brand offerings and the acquisition of new customers.”
“In addition,” expands Singh, “realising the primary objective of the campaigns, rate of engagement, rise in footfalls at our physical stores in the region, the conversion rate there on and the buzz created on social media will be essential indicators in assessing the success of the campaign. Sequential growth in monthly sales revenues will also be vital in measuring the ROI of our regional campaigns.”
Role of technological innovations
Technological advancements underpin the evolution of regional advertising. “Mobile penetration and vernacular platforms enable hyper-targeted outreach, while AI-driven insights optimize content in real time,” expands Geetanjali Chugh Kothari.
“We leverage AI to analyse regional behaviour trends and refine messaging, ensuring cultural relevance. By integrating scalable tech solutions with hyper-local authenticity, brands can ensure their campaigns maintain depth and precision across India’s multifaceted rural markets, setting a blueprint for impactful regional advertising,” she adds.
For Ragini Hariharan, “Staying ahead of consumer trends is key to a brand’s success.” She adds, “Himalaya has demonstrated a smart approach by harnessing the power of AI, consumer insights, and increasing mobile penetration to identify emerging trends and create products that truly resonate with their audience. By analyzing real-time conversations and behaviors, the team discovered a growing interest in natural and home-based ingredients, with turmeric leading the charge.
“By leveraging AI-driven tools and rapid data processing, we identified the rising popularity of turmeric as a natural skincare ingredient, paving the way for the launch of the Himalaya Turmeric range. This timely introduction perfectly aligns with the evolving conversations and needs of our audience.”
Hariharan adds, “The growing penetration of mobile technology has allowed us to engage with a wider and more diverse consumer base, reaching both urban and rural markets effectively. Our ability to combine AI-powered consumer insights with the trusted reputation of turmeric enabled us to craft a launch strategy that truly resonates.”
Shantiswarup Panda states, “In a multilingual nation like ours, mobile penetration has created access and driven aspiration, while technology has made linguistic communication easy for a large population who could only be reached through regional languages.”
“Today a large proportion of searches on google are in regional languages vs them being in English or Hindi alone,” he says, “With these vernacular platforms and AI led technologies it is easier for brands to have multiple pieces of communication which are contextually relevant for each of these socio-cultural regions.”
According to Saurabh Srivastava, “Advertisers should create value-driven, non-intrusive ad experiences by offering relevant, engaging, and personalized ads that enhance viewer experiences rather than disrupt them. Publishers, advertisers, and tech platforms can collaborate to develop innovative solutions that leverage each other’s strengths.”
“The Indian market, with its vast cultural and linguistic diversity,” he says, “presents a unique opportunity for advertisers to deliver localized and culturally relevant content, allowing for better engagement and ad performance.”
“Combination of AI and data analytics will empower advertisers to fine-tune their campaigns based on real-time insights, improving ad relevance and return on investment,” adds Srivastava.
Vikas Singh shares, “Technological Innovations have played a significant role in shaping and delivering effective regional campaigns. Today, most have access to smartphones which allows MMTC-PAMP to create immersive, AI-generated content, which can be viewed and shared across various platforms. Additionally, we create online gamification campaigns encouraging brand recall and positioning.”
“Leading platforms also offer brands the option to engage with consumers on the basis of their usage of gadgets, their preferences, spends and visits. These options help us to better strategize our approach and narrow down our target audience. Therefore, with technological advances, brands have the power to develop personalized and cost effective campaigns while developing the right marketing mix to implement such activities,” he adds.
On the evolution of regional advertising
According to Geetanjali Chugh Kothari, “Regional advertising will witness unprecedented transformation through an effective omnichannel strategy. Companies must blend digital innovation with local engagement to ensure consistency and personalization.”
She says, “Region-specific microsites and apps offering vernacular content can demystify financial planning for diverse audiences. A hybrid distribution model, combining digital tools with on-ground agents, enhances accessibility while retaining a human touch.”
“Real-time analytics and AI-driven insights allow dynamic refinement of messaging, ensuring cultural relevance. Community initiatives, such as localized workshops, deepen trust and foster meaningful dialogue,” adds Kothari.
Ragini Hariharan opines that, “The future of regional advertising will be shaped by advancements in data analytics, consumer behavior insights, and technology, leading to more personalized and localized campaigns.”
“With the rise of vernacular content, brands will need to create campaigns in regional languages that reflect local culture, using idioms, cultural references, and regional influencers to build trust. AI and voice technology will drive interactive, real-time campaigns while geo-targeting and micro-market strategies will enable brands to reach specific clusters with highly tailored campaigns.
“By combining location-based data with consumer insights, brands can customize their offerings to suit regional habits, such as targeting rural markets with relevant SKUs and improving campaign effectiveness and ROI,” she says.
“We are confident that digital penetration in rural India will continue to expand, unlocking new opportunities to engage with remote consumers through platforms like WhatsApp and YouTube,” she continues, “As we see a growing emphasis on sustainability and purpose-driven campaigns, it’s clear that regional consumers are placing a higher value on environmental and social responsibility. To stay ahead of the curve, brands must prioritize strategic segmentation, collaborate with local creators, and harness emerging technologies to enhance the effectiveness of regional advertising. This shift is not just likely; it’s essential for future success.”
Shantiswarup Panda notes, “With deep data analytics and mining it is possible to segment audiences basis ethnicities, cultures, religious orientation, linguistic preferences, personal life stage, category affinities and propensity to spend, beyond these probabilistic behavioural signals it is also becoming increasingly possible to triangulate deterministic signals to be able to build a relevant upper funnel through campaigns which build a very strong mid and lower funnel which is CTA driven leading to actual on ground actions which are measurable.”
“Brands and businesses have to be ready to gather, enrich and harness this and build the ability to deploy campaigns which are truly contextual to each audience even if the product or service remains the same. This would be the true potential of data driven marketing put into practise,” he adds.
Saurabh Srivastava reveals, “We anticipate addressable TV taking a big leap equipped with the advancing tech. It will offer hyperlocal or sharper addressability with TV-like scale and vernacular level audience.”
Further, he adds, “Industry partnerships can facilitate the creation of shared data platforms that combine first-party publisher data with third-party insights from advertisers and tech platforms. This unification ensures richer targeting capabilities. AI can help comb through measurements and combine panel data with granular insights.”
Vikas Singh observes, “Various media reports point towards an increased demand from regional areas and therefore a rise in advertising for the foreseeable future. Brands must explore immersive experiences along with custom and personalized content. Innovative and engaging content created with Computer-Generated Imagery (CGI) and shared across channels, will be key in shaping the future of regional advertising. Relatable content and deeply engaging experiences will become pillars for any brands’ marketing approach.”
Singh wraps up by saying, “Brands would need to devise marketing campaigns by prioritizing online space, tailor made for the particular rural market. In order to stay competitive and ahead of the curve, brands and agencies need to integrate AI into their marketing strategies and campaigns.”
