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