Why Regional Celebrities Hold More Power Than National Stars in Tier 2 Markets

Big stars may get all the attention, but in Tier 2 cities, local celebrities often have more pull. They speak the local language, understand the culture and feel more real to people. In this article, we’ll look at why regional celebs can be a better fit than national ones when it comes to winning trust and attention.

In India, brands have often chosen national celebrities to get wide attention. Their fame and reach were seen as the best way to connect with people across the country. But things are changing, especially in Tier 2 and Tier 3 cities.

India’s cultural mix means people relate more to local voices. National stars may be popular, but they don’t always connect with smaller towns where people value shared language and traditions.

That’s why regional celebrities like local actors, influencers and public figures are gaining ground. They speak the same language, understand local customs and feel more relatable. Such celebrity endorsements often seem more genuine.

Brands have noticed this shift. Companies like Parle Products and Wipro Consumer Care have worked with regional stars like Ravi Kishan and Tamannaah Bhatia. And it’s working; local faces are helping these brands stick in people’s minds and reach deeper into smaller markets. 

Understanding Tier 2 Markets in India

Tier 2 cities in India are growing fast. They may not be as big as Mumbai or Delhi, but they’re catching up in terms of infrastructure, economy and lifestyle. Cities like Jaipur, Lucknow and Indore show how these places are blending tradition with modern living.  

1. What Makes a City Tier 2?

Tier 2 cities usually have populations between 50,000 and 100,000. They act as local hubs for trade, education and healthcare. These cities offer city-like facilities but at a lower cost of living, making them appealing for both people and businesses.  

2. Growth and Digital Reach

In recent years, these cities have seen steady economic growth. People are earning more and aiming higher. That’s why industries like retail and real estate are investing here. 

The internet is also changing things. More people in Tier 2 cities are now online, which means they shop, learn and connect digitally. This shift is creating new ways for brands to reach them.  

3. Changing Habits and Higher Aspirations 

People in Tier 2 cities want better products and services. They’re becoming more brand-aware and are open to trying new things. You can see this in the way they shop whether it’s for clothes, gadgets, or even experiences.  

And with social media, they’re more aware of trends from around the world. This is shaping their choices and raising expectations. Brands that get these needs and speak their language have a better chance of making a mark.  

Tier 2 cities are no longer just smaller markets. They’re growing, changing and full of potential. For brands, knowing how these cities work is key to building strong, lasting connections.  

5 Reasons Why Brands Should Work With Regional Celebrities for Promotion in Tier 2 Cities!

The rise of regional celebrities in India is justified as they have a unique ability to connect deeply with local audiences. Their familiarity with local languages, traditions and values allows them to resonate authentically with their communities. 

This connection is not just cultural but also emotional, making them effective brand ambassadors in their respective regions.

1. Deep Understanding of Local Languages and Traditions

Regional celebrities often have an innate understanding of the cultural nuances specific to their regions. This cultural alignment enables them to communicate messages in a manner that feels genuine and relatable to local audiences.

2. Building Trust Through Shared Backgrounds

Audiences tend to trust individuals who share their cultural and linguistic backgrounds. Regional celebrities, being part of the same community, often share similar experiences and values with their audience. This shared background fosters a sense of trust and credibility, making their endorsements more persuasive.

3. Cost-Effective Marketing Strategy

Engaging regional celebrities can be a more cost-effective strategy for brands, especially when targeting specific markets. While national celebrities command higher endorsement fees, regional celebrities offer a more budget-friendly option without compromising on impact. This approach allows brands to allocate resources efficiently while achieving targeted outreach.

4 Enhanced Engagement During Regional Festivals

Regional celebrities play a pivotal role during local festivals and events. Their participation in campaigns during these times can amplify brand messages, as they align with the cultural sentiments of the audience. For example, .

By aligning with these celebrities, brands can foster authentic relationships with consumers and achieve greater resonance in diverse markets.

5. Cost-Effectiveness and Targeted Reach

Working with regional celebrities in Tier 2 cities is often more cost-effective than hiring national stars. These local influencers usually charge less but still hold strong sway over their audience. They also speak the language and understand the culture, which helps brands connect more naturally. And since their following is concentrated in specific areas, the promotion feels more focused and personal.

Do You Want to Partner With a Regional Influencer to Promote Your Brand?

3 Prominent Ads Created by Brands Using Regional Celebrities

Brands in India are increasingly turning to regional celebrities to create advertisements that resonate deeply with local audiences. By using the cultural and linguistic familiarity of these personalities, companies can forge stronger connections with consumers in specific regions. 

This strategy not only enhances brand relatability but also builds trust among target demographics. Let’s take a look at some of the best ads that brands have created using regional celebrities!

1. Frooti x Allu Arjun 

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In 2018, Parle Agro launched a region-specific campaign for its mango drink, Frooti, featuring Telugu superstar Allu Arjun. This marked the brand's first targeted marketing effort for South India, aiming to strengthen its presence in Andhra Pradesh, Telangana, Karnataka and Kerala. The campaign, part of the #TheFrootiLife initiative, included television commercials in multiple languages and featured Allu Arjun's image on special edition packaging. This strategy was designed to resonate with local audiences by leveraging the actor's regional appeal. 

In the advertisement, Allu Arjun is depicted in a vibrant, animated setting, engaging in playful scenarios that highlight the fun and refreshing nature of Frooti. The ad combines live-action and stop-motion animation, creating a whimsical world that aligns with the brand's youthful image. Allu Arjun's energetic performance and regional popularity helped the campaign connect with the target audience, enhancing brand visibility and appeal in the southern markets.

This collaboration exemplifies how brands can effectively utilize regional celebrities to create culturally relevant marketing campaigns. By aligning with a local icon like Allu Arjun, Frooti was able to deepen its emotional connection with consumers in South India, demonstrating the power of regional endorsements in a diverse market like India.

2. Appy Fizz x Jr. NTR

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In 2019, Parle Agro appointed Telugu film star Jr. NTR as the brand ambassador for Appy Fizz in South India. This strategic move aimed to strengthen the brand's presence in the southern markets by using Jr. NTR's regional appeal. 

The campaign, part of the #FeelTheFizz initiative, featured Jr. NTR in a visually engaging advertisement that combined energetic dance sequences with vibrant graphics, aligning with the brand's youthful and dynamic image. The ad was broadcast across regional television channels and digital platforms, ensuring widespread reach among the target audience. 

By associating with Jr. NTR, Parle Agro effectively connected with consumers in the southern states, enhancing brand visibility and resonance. This collaboration exemplifies how regional celebrities can be instrumental in creating culturally relevant marketing campaigns that resonate with local audiences.

3. RummyCircle x Prosenjit Chatterjee

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In 2019, RummyCircle, India's largest online rummy platform, appointed renowned Bengali actor Prosenjit Chatterjee as its brand ambassador to strengthen its presence in West Bengal. This collaboration aimed to resonate with the regional audience by leveraging Chatterjee's popularity and cultural influence.

The campaign, titled #BhorpurManoranjan, featured Chatterjee in advertisements that highlighted rummy as a source of pure entertainment and thrill. In the promotional video, he is seen enjoying the game, emphasizing its fun and engaging nature. This portrayal aimed to break common misconceptions about online rummy, presenting it as a legal and enjoyable pastime.

Chatterjee's association with RummyCircle was strategic, considering his stature in Bengali cinema and his connection with the local audience. His endorsement added credibility to the platform, encouraging more users in the region to engage with the game. According to Avik Das Kanungo, Brand Head at RummyCircle, "Online Rummy is all about Entertainment, what we call #BharpurManoranjan. And who better than Mr. Prosenjit Chatterjee who has been the face of the Entertainment industry in West Bengal for over a decade."

These brand advertising campaigns exemplify how regional celebrities can effectively promote businesses by aligning with local cultures and preferences, thereby enhancing brand visibility and consumer trust in specific markets.

The Role of Social Media and Digital Platforms

Social media and digital platforms have transformed how people in India connect, communicate and consume content. This shift is especially noticeable in regional markets, where local influencers and creators are gaining prominence. Here's how digital platforms are shaping the landscape:

1. Rise of Regional Influencers

Platforms like Instagram, YouTube and TikTok (before its ban in India) have enabled individuals from various regions to showcase their talents and connect with local audiences. These regional influencers often create content in their native languages, making it more relatable to their communities. Their deep understanding of local cultures and issues allows them to engage audiences effectively. 

Brands are recognizing this trend and collaborating with regional influencers to reach specific markets. For instance, companies like Flipkart, Amazon and L'Oréal have partnered with regional influencers to enhance their outreach. 

2. Amplifying Reach Through Digital Media

Digital platforms have amplified the voices of regional celebrities, allowing them to reach wider audiences beyond traditional media constraints. With the proliferation of smartphones and affordable internet, content creators from smaller towns can now share their stories and talents on a national and even global stage. 

This democratization of content creation has led to a more diverse and inclusive media landscape. Regional influencers are not only entertaining but also educating and informing their audiences on various topics, from health and finance to social issues.

3. User-Generated Content and Community Engagement

User-generated content (UGC) has become a cornerstone of social media engagement. Platforms like ShareChat and Moj have capitalized on this by encouraging users to create and share content in regional languages. 

This approach has fostered vibrant online communities where users feel a sense of belonging and are more likely to engage with content. Brands tapping into these communities can benefit from higher engagement rates and more authentic interactions. 

4. Building Trust Through Local Language Content

Communicating in a user's native language builds trust and credibility. Regional language content often resonates more deeply, leading to better brand recall and stronger emotional connections. By addressing audiences in their preferred languages, brands can demonstrate a genuine understanding of local cultures and values. 

The evolution of social media and digital platforms has empowered regional influencers and content creators in India. Brands that recognize and embrace this shift can create more meaningful and effective marketing strategies, fostering deeper engagement and loyalty among consumers in regional markets.

Challenges and Considerations When Hiring Regional Celebrities

As we’ve discussed above that using regional celebrities to promote brands in India's Tier 2 cities offers a unique opportunity to connect with local audiences. However, this approach comes with its own set of challenges that brands must navigate carefully.

1. Maintaining Consistent Brand Messaging

When collaborating with multiple regional celebrities, ensuring a consistent brand message across different regions becomes crucial. Each celebrity brings their own style and audience, which can lead to variations in how the brand is perceived. Brands need to develop a unified core message that can be adapted to fit local contexts without losing its essence. This requires careful planning and coordination to maintain brand integrity while appealing to regional sensibilities.

2. Limited Reach Beyond Locales

Regional celebrities often have a strong influence within their specific areas but may lack recognition outside those regions. This localized appeal can limit the brand's exposure if the goal is to reach a broader audience. Brands must assess whether the celebrity's influence aligns with their target market and consider supplementary strategies to extend their reach beyond the immediate locale.

3. Balancing Regional and National Identity

Striking the right balance between regional campaigns and maintaining a cohesive national brand identity is a delicate task. Overemphasis on regional elements might dilute the brand's overall image, while a generic national approach may not resonate with local audiences. Brands need to integrate regional nuances into their campaigns in a way that complements and reinforces their national identity.

4. Managing Costs and Resources

Engaging multiple regional celebrities can lead to increased costs and resource allocation. Each collaboration may involve separate contracts, creative development and marketing efforts. Brands must evaluate the return on investment for each regional campaign and ensure that the benefits outweigh the expenses involved.

5. Navigating Cultural Sensitivities

India's diverse cultural landscape means that what appeals to one region might not resonate with another. Brands must be mindful of local customs, traditions and sentiments when crafting their campaigns. Any misstep can lead to backlash and harm the brand's reputation. Conducting thorough cultural research and engaging local experts can help in creating respectful and effective campaigns.

By maintaining consistent messaging, assessing the reach of regional influencers, balancing regional and national identities, managing resources effectively and respecting cultural nuances, brands can successfully navigate the complexities of regional marketing in India.

Get a Famous Regional Celebrity to Promote Your Business!

Want to connect with local customers in a real way? 

Partner with a famous regional celebrity who speaks their language and shares their values. Whether you're targeting Tier 2 cities or niche markets, the right face can build trust fast. 

Let us help you find the perfect regional star to promote your business. Reach out today & see your business grow exponentially!