Regional Is the New National: What Flipkart and Škoda Know About Indian Audiences

This week's Indian advertising leaned in two directions at once. According to exchange4media's weekly roundup, many big-budget campaigns relied on Bollywood star power, with brands such as Myntra and LAVA putting celebrities front and centre.

But some of the most interesting work went hyper-local. Flipkart ran a bus activation in Kolkata. Škoda collaborated on a Khasi rap. Both adapted national campaigns to speak to specific audiences.

India is not one market

Marketers know this, yet national campaigns often default to one language, one set of cultural references and one metro sensibility. That works for reach. It rarely works for connection.

A campaign in a regional language or set in a familiar local place tells the audience something important: this brand noticed us.

Why local wins attention in a crowded season

The festive season is the most cluttered time of year for Indian advertising. Every major brand is spending, and many are using the same playbook of big stars and big productions.

Local work cuts through for three reasons:

• It's unexpected. A Khasi rap from a car brand stands out in a feed of celebrity ads.
• It's shareable. People share content that reflects their city or language with pride.
• It earns coverage. Regional media, and trade press like exchange4media, notice and write about it.

Stars and local roots aren't opposites

This isn't an argument against celebrity campaigns. Star power still buys instant attention and recall.

The strongest brands will combine both: a national hero campaign, supported by regional versions that feel made for each audience rather than dubbed for it.

How brands of any size can go local

• Pick two or three cities or language markets that matter most to your growth.
• Work with local creators, artists or media rather than translating a national script.
• Pitch the local story to regional publications. They are often more receptive than national outlets.

The festive season rewards brands that feel close to home. Regional isn't a smaller version of national anymore. It's often the smarter version.

Kayvue plans media and PR strategies that connect brands with national and regional audiences.