A new industry report reveals a sharp rise in advertising spend directed toward regional and vernacular-language digital content, as brands increasingly look beyond metro markets to capture India's rapidly growing non-metro consumer base.
Agencies say short-form vernacular video content, in particular, is driving strong engagement, often outperforming traditional English-language campaigns in tier-2 and tier-3 markets. Brands across sectors ranging from FMCG to fintech are reportedly reallocating significant portions of their marketing budgets accordingly.
Marketing experts note this shift reflects broader demographic and digital adoption trends, with non-metro internet users now representing one of the fastest-growing segments of India's online population. Several agencies have set up dedicated regional content teams to keep pace with demand.
The trend is expected to accelerate further as more brands recognize the scale and purchasing power of non-metro digital audiences.
