Brands talk the talk as regional influencers lead marketing boom in South India

India is truly going ‘vocal for local’. With audiences leaning towards content in regional languages, brands are realising that one-size-fits-all campaigns are no longer enough. Going beyond generic messaging to craft personal, relevant and culturally resonant communication is key to success.

Regional languages are thus emerging as the secret sauce brands add to their campaigns, connecting with audiences on a deeper, more meaningful level. However, it’s not enough to just speak the language. Brands must tap into the culture, values and stories to make a mark— and that’s where influencers shine.

According to an EY report, the influencer marketing sector in India is projected to reach Rs 3,375 crore by 2026, growing at a CAGR of 18%. Industry observers estimate that 30% of India’s influencer marketing ecosystem is driven by South India. The estimate considers the combined economic activities across all southern states — Tamil Nadu, Karnataka, Kerala, Andhra Pradesh and Telangana.

Sharing insights into the market, Shudeep Majumdar, Co-Founder & CEO, Zefmo says, “The region's market is particularly strengthened by significant digital penetration and a dynamic start-up ecosystem that attracts considerable investment into key sectors such as technology, personal care, and tourism.”

He adds that the southern region is seeing a dynamic shift in marketing strategies, especially with brands across sectors like FMCG, beauty, technology, and local tourism increasingly engaging with influencers who specialise in regional languages. “This approach not only taps into the linguistic affinities of the local population but also leverages cultural nuances, making campaigns more impactful and relatable,” he explains.

Understanding nuances down south

To successfully tap into the South Indian market, brands must be well-versed in four key languages: Tamil, Telugu, Malayalam, and Kannada. Alternatively, finding the right partners for insights and execution of campaigns can go a long way towards success. Each language comes with its nuances that do not translate seamlessly into another.

For example, a punchline in Tamil may not have the same impact when communicated in Malayalam. These regional differences can be so distinct that an influencer with a large following in one state might not enjoy the same recognition in another.

South India is not a homogeneous market and understanding these unique dynamics is crucial for brands looking to make a lasting impact.

“Strategies, concepts, and content production must be tailored to each state’s unique audience; there is no one-size-fits-all approach. Unlike in the North, where a single strategy can work across multiple states, South India requires a more nuanced and localised approach to effectively engage each market,” shares Shivashish Tarkas, Founder of The InterMentalist, a Chennai-based influencer marketing network cum agency.

Industry observers share that South India has seen a surge in content creation over the past year and a half, with an increasing number of everyday individuals turning into influencers. Given that these influencers create authentic relationships with audiences, established celebrities are facing fierce competition.

“Brands now evaluate influencers based on their performance rather than just their celebrity status,” Tarkas highlights, adding:

Tamil Nadu has become a highly competitive market with brands actively seeking non-celebrity influencers, followed closely by Andhra Pradesh and Telangana.

Kerala has a large pool of non-celebrity influencers, but many are not yet brand-focused.

Karnataka is predominantly driven by TV and film industry celebrities due to a relatively smaller number of content creators and non-celebrity influencers.

“Influencers from Karnataka might incorporate a tech-savvy approach reflecting the state’s IT hub status, while those from Kerala could focus on eco-tourism and the state's natural beauty, catering to different audience interests and consumption patterns. Understanding these variations is crucial for tailoring content that effectively resonates with diverse audience segments,” shares Zefmo’s Majumdar.

Building the right strategy

Around 42% of Tier 2+ users prefer consuming content in regional languages like Tamil, Telugu, Bengali, and Malayalam, according to a Redseer report. In metro and Tier 1 cities, it’s 35% of users. The demand for content, especially short-form videos, in regional languages is at an all-time high — especially in the southern states of India.

“Language affinity is very high in south India with audience behaviour deeply rooted in communities. The key to reaching these small, localised communities is to tap into ‘macro, micro & nano’ influencers who have the power to influence, as they’re still sizeable in scale and, most importantly, tend to have a more engaged audience,” shares Gaurav Jain, Chief Business Officer, ShareChat & Moj.

He explains that macro influencers help brands drive brand awareness, taking care of the upper funnel view metrics. Micro and nano influencers, with strong ties to the community, help build connections, trust and relatability among followers and audiences, boosting clicks and sales.

“The most suited influencers for this region are those who create content with cultural nuances, traditions of diverse festivals, and sensitivities that resonate with the local communities,” Jain shares, adding that brands must avoid stereotypes to ensure high resonance for their content.

He adds, “Brands ought to choose influencers who are very fluent in the dominant languages of the region; Tamil, Telugu, Malayalam, Kannada and can adapt to local dialects for maximum impact.” Creating content in multiple languages can help brands extend their reach in the geography, achieving higher ROI.

For brands, the message is clear: to succeed in South India, campaigns must be culturally sensitive, linguistically tailored, and community-focused.