India’s vernacular media boom: Why regional language PR is the next growth frontier

MUMBAI: The way India uses the internet is changing fast. For a long time brands believed that English-speaking people from big cities were the main ones buying things and influencing others.. That’s no longer  true. Today the real growth is happening in ‘Bharat’ which includes India’s cities and towns. This change is not about where people live; it’s also about their culture. More people are consuming content in Hindi and other regional languages, which is changing how they interact with information and with brands.

At the heart of this shift is a simple idea: language is not just a way to communicate, it’s also a way to build trust. People are more likely to engage with brands that speak their language both literally and culturally. When brands communicate in the language it feels familiar, relatable and trustworthy. It shows that the brand understands values, identity and experiences which are often missing in general messages.

This shift has an impact on public relations. Just translating content is not enough anymore. What brands really need is localisation. This means adjusting their messages to fit the way of thinking, feelings, jokes and situations.

A campaign that works well in Mumbai might not work in Indore or Coimbatore. It needs to be rethought to suit tastes and values. As audiences become more discerning about what they engage with, authenticity is no longer a nice-to-have- it’s a must.

This shift is also clear in the growth of creators. Influencers from cities are often doing better than those from big cities in terms of engagement. Their content feels more down-to-earth, their stories more easy to relate to and their influence more community-focused. As a result these vernacular creators tend to gain trust from their audiences.

We are seeing the same thing happen with movies and music. Some movies from South India are really popular all over the country. This shows us that when something is real and true it can be popular everywhere. Stories that are about the culture and language of a place are liked by people from other places too.

The internet and platforms like YouTube, ShareChat and Moj are helping drive this shift by making regional content easier to create and consume. For brands looking to grow in smaller cities the main point is clear: growth will come from local stories, not standard campaigns. Regional public relations is no longer an extra; it is a strategy for expansion and getting new customers.

Hyperlocal storytelling helps brands connect deeply especially during tough times when clarity, empathy and trust matter most. The words used in situations can greatly affect how people see the brand.

Across sectors, like food, fintech, healthcare and FMCG brands are already seeing more engagement by talking in local languages. People want information and reassurance in the language they understand best and brands that do this are getting results.

As India becomes more and more driven by consumption, local media is only going to matter more. The future of PR will really come down to how well brands understand people at a local level, their culture, their language, and what matters to them. The brands that will stand out aren’t the ones just talking at consumers, but the ones that speak like them, respecting diversity and telling stories that feel real and honest.

In a country diverse, as India language is not a problem it is a chance. For brands to adjust it could be the most effective way to grow in the next decade.