04Service
India does notwatch in onelanguage.
A Hindi campaign subtitled into Tamil is not a Tamil campaign. Regional work means briefing creators in the language their audience thinks in, respecting what actually lands in that culture, and reporting by region so you can see where it worked.
Translation is not localisation, and audiences can tell in one second
Most regional plans are a metro campaign with subtitles and a smaller budget. The references are wrong, the humour does not carry, the festival calendar is off by a month, and the creator list is whoever came up in a search for the language name. Growth stalls exactly where the next hundred million customers live.
- 01Subtitled metro creative that reads as an outsider talking
- 02Festival and seasonal timing set by a Delhi calendar
- 03Creator lists built by language tag rather than by ecosystem knowledge
How the work actually runs.
AApproach
- 01
Map the ecosystem, language by language
Each language has its own creator hierarchy, its own dominant platform and its own format habits. Tamil YouTube behaves differently from Marathi Instagram. We work from that map rather than a national one.
- 02
Brief in the language
Briefs are written and discussed in the creator's working language, by people who speak it. Nuance, register and what would sound patronising all get caught before the shoot, not after.
- 03
Respect the local calendar
Pongal, Ugadi, Onam, Gudi Padwa and Durga Puja are not interchangeable, and neither are the weeks around them. Planning follows the calendar the audience actually keeps.
- 04
Cast beyond the metro
Tier 2 and 3 creators often hold the most engaged audiences in a language, at a fraction of the cost of the state capital's biggest name.
- 05
Report by region
Language-level and state-level reporting, so a strong Telugu result is not averaged away by a weak national number.
What you get.
BIncluded
- Language and market plan
- Which languages, which platforms, which formats, and the order to enter them in.
- Local creator discovery
- Shortlists built by people working inside each language ecosystem, not by keyword search.
- Native briefing
- Briefs and creator conversations in the working language, with cultural review before shooting.
- Adaptation, not translation
- Ideas rebuilt for each language rather than dubbed, with subtitles and text treatments per market.
- Regional production
- Local crews and edit support where a shoot is needed.
- Region-level reporting
- Performance split by language and state, with cost per outcome for each.
Formats this produces
- 01Language-native Reels
- 02Long-form YouTube in-language
- 03Regional comedy sketches
- 04Festival content
- 05Local food and ritual formats
- 06City-specific street content
- 07Dubbed and subtitled cutdowns
- 08Regional creator collaborations
What we report against.
CMeasurement
- 01Non-metro reachShare of reach outside the top eight cities
- 02Language splitPerformance by language, not averaged
- 03Local engagementAgainst each language's own benchmark
- 04Cost per outcomeUsually lower than the metro equivalent
Targets are set per brief, never quoted from past work
Questions we get asked.
DQuestions
Tamil, Telugu, Kannada, Malayalam and Marathi have dedicated pages and dedicated creator ecosystems. We also brief in Hindi, Bangla, Gujarati, Punjabi, Odia and Assamese. Each has its own page-level plan rather than a shared template.
Connected work
Ready tobrief thisin?
Tell us the outcome you need from regional influencer marketing and we will come back with an approach, the creators it would take and a range.