Move over mags, hello phuljadis! Why celeb faces on unusual places are a win for brands

Localized celebrity endorsements are transforming how brands connect with audiences in smaller towns. Regional ads featuring celebrities—whether on everyday items like phuljhadi packets or in locally targeted campaigns—are becoming a stronger measure of celebrity impact than urban magazine covers.

According to Sri Hari Cuddapah, Chief Business Officer at GenY Medium, these endorsements make brands more relevant and culturally resonant, especially in tier 2 and 3 markets. "By segmenting the total addressable market into smaller groups, this approach sharpens communication and allows brands to resonate at a grassroots level," he notes, emphasizing that this strategy aligns brands with the cultural pulse of local audiences, enabling customers to see themselves in the brand's journey.  

Historically, magazine covers have served as a mark of urban prestige, setting celebrities apart as aspirational figures. But for smaller-town audiences, these idealized portrayals often feel distant.

As Shradha Agarwal explains, celebrity endorsements in tier 2 and 3 markets still hold considerable weight because these consumers see celebrities as relatable figures who inspire trust.

She points out that celebrity-backed endorsements evoke a stronger emotional connection for consumers in these areas: "Seeing celebrities on everyday products makes the connection more authentic and meaningful," she says. Rather than purely aiming for prestige, brands can use regional endorsements to build deeper consumer bonds.  

For brands expanding their reach, localized ads can offer a unique visibility that magazine covers cannot match. Agarwal highlights that regional endorsements carry a "stamp of trust and relatability," which is crucial in smaller cities where people look up to Bollywood figures as aspirational icons. This is often different from urban markets, where consumers are more research-driven and less likely to associate celebrity endorsements with trustworthiness. In these smaller markets, celebrity endorsements don’t just promote products—they instil pride and build loyalty among audiences who feel a genuine connection to the brands they support.  

Many brands are responding to this shift by diversifying their celebrity strategy to include both national and regional faces. Komal Lath, Founder of Tute Consult, observes that localized marketing is on the rise, driven by brands' desire for deeper audience connections. Citing brands like Kalyan Jewellers, which has both national icons like Amitabh Bachchan and regional ambassadors like Ritabhari Chakraborty, she says this dual strategy allows brands to maintain pan-India appeal while also reaching consumers in specific markets. "This glocal approach," she notes, "speaks directly to regional consumers and caters to their unique needs, bridging the gap between national recognition and local relevance."

With brands like Timex, this approach leverages regional creators for their local appeal while maintaining broader brand alignment with more widely recognized figures. She points out that regionalized efforts have allowed her team to tap into a segment with distinct, evolving needs, adding that what resonates in one region may vary significantly in another. This careful consideration of regional differences is critical in today’s landscape, where a “one size fits all” approach no longer delivers effective results.

As small-town consumers grow in influence, brands are shifting focus from urban prestige to grassroots appeal. Agarwal added that brands are increasingly prioritizing regional endorsements over magazine covers, allowing consumers in tier 2 and 3 markets to feel a stronger bond with the brand. With regional ads, the product and the celebrity both seem more accessible and relatable. According to her, "This trend may reshape the future of celebrity endorsements in India," with brands embracing more regional campaigns that prioritize emotional bonds over urban prestige. This approach aligns with the aspirations of a new generation of small-town consumers who see celebrities as more than distant icons—they see them as familiar, trusted personalities.  

As brands tap into the evolving potential of tier 2 and 3 cities, regional endorsements have become essential for fostering trust and loyalty. For small-town audiences, these localized endorsements reflect a genuine understanding of their needs, making the brand journey feel inclusive and culturally relevant. By focusing on grassroots appeal, brands can achieve a deeper, more authentic connection with India’s diverse consumer landscape—one that magazine covers alone cannot provide.