Regional creators gain ground as marketers seek vernacular voices in 40% of campaigns

Metro-based influencers have long dominated brand campaigns in India, often chosen by default for their scale, polished content, and aspirational appeal. But this is starting to change. Brands across FMCG, fintech, edtech, beauty, and mobility are shifting away from a metro-centric strategy, increasingly tapping into the relatability and authenticity of vernacular influencers to build trust in Tier 2–4 markets.

Data from multiple influencer marketing firms shows that 30-45 per cent of national campaign briefs now mandate regional content creators. The reasons are straightforward: over 70% of India’s digital audience consumes content in regional languages, and brands are increasingly aiming for deeper resonance, not just broader reach.

One of the earliest signs of this shift was Nancy Tyagi, who started her journey from Baranwa village in Uttar Pradesh with regional and digital-first brands like Meesho. Today, she fronts campaigns for global names such as CaratLane, Samsung Galaxy, Maruti Suzuki Vitara, Amazon India, and L’Oréal Paris. Her portfolio also includes tech and beauty collaborations with OnePlus Nord 4, Dot & Key, Wow Skin Science, and Aqualogica—reflecting how regional creators are moving to the centre of mainstream brand strategies.

According to Maddie Amrutkar, Founder & CEO of Glad U Came, nearly every second national campaign now mandates 25–30% regional talent. “In the past 12–18 months, briefs seeking vernacular influencers have increased by 40–45%. This shift is rooted in the fact that 70% of India’s digital audience engages with regional content,” he said.

Rohit Agarwal, Founder & Director of Alpha Zegus, confirmed the trend. “Regional creators are no longer a ‘good-to-have’. About 30-40% of campaign briefs now prioritise them. We’ve seen global brands adapt sub campaigns just for regional audiences to improve conversion,” he said.

Global and National brands are going regional

With India’s influencer economy projected to grow from Rs 3,600 crore in 2024 to Rs 4,500 crore in 2025, platforms like Moj and ShareChat already see 75–80% of creators coming from Tier 2 and 3 regions. With Instagram Reels drawing over 360 million daily users and 92% of creators now relying on short-form content, regional influencers are pulling ahead with 40% higher engagement rates than their metro peers.

And, this shift isn’t just about language—it’s about localised culture. Brands are moving beyond translation to deep cultural adaptation. As Rahat Khan, Co-Founder of Fame Keeda, explained, “It’s no longer about just reach. Brands are looking for relevance. We’ve seen a sharp rise in briefs specifically seeking creators from cities like Meerut, Kanpur, Bhopal and Noida. Regional creators naturally bring in cultural nuance, which is key to building trust.”

Fame Keeda now clusters creators by state and theme to deliver campaign narratives, instead of scattering one off talent. Campaign performance is tracked on CTR, watch time, conversion, and engagement. Based on platform strengths, creators are activated across Instagram, YouTube Shorts, ShareChat, and Snapchat.

We’re seeing high demand from cities like Meerut, Noida, Kanpur, Bhopal, and more. In fact, 40–50% of the briefs we receive now include regional creator mandates, especially from fintech, FMCG, and mobility brands. It’s no longer just about reach, it’s about relevance, and regional creators bring that cultural context that national brands are after,” Rahat Khan added.

Snapchat Sees a Regional Boom

Regional content is also thriving on platforms like Snapchat which has now over 250 million monthly active users (MAUs) in India. A Snap spokesperson confirmed a rise in branded paid partnerships and affiliate marketing, calling regional creators "the real face of India." The company’s Creator Connect initiative offers mentorship, learning resources, and revenue pathways to help regional creators grow.

Creators like Anju Mor and Divya Sree are finding traction—and income—through regional storytelling. Anju, who began with Haryanvi content, said the authenticity of speaking in her own language built immediate audience connection. She later expanded into Hindi content, broadening her reach. Divya, a creator from Telangana, said Snapchat’s monetisation tools feel “accessible and fulfilling,” allowing her to turn daily content into sustainable income through initiatives like Stories Revenue Share.

The Pay Gap Remains, But It’s Narrowing

Despite the boom, a significant earnings gap remains between metro and regional creators. A regional creator with over 300K followers still earns 30–40% less than a metro counterpart with similar reach. Rohit Agarwal explained, “A metro-based lifestyle creator with 100K followers might charge ?30,000 per reel, while a regional creator with similar metrics is often offered just ?18,000–?20,000.”

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Agencies are now stepping in to correct this. At Fame Keeda, creators are trained to reject barter deals and provided with rate cards and performance decks. The agency also promotes affiliate tie-ups, IP-based formats, and bundled deals for better ROI. “Regional creators deliver 20–30% lower CPC with higher engagement. That’s the kind of data that changes perception,” Khan said.