tier-ii
Talent, culture and business are spreading beyond Mumbai. Agencies are now asking if the metro-first structure that built Indian advertising can hold
With an aim to drive value and premiumisation in the Hindi Heartland, JioStar’s FTA channels are leading the way in reaching the right audience at the right time
NATIVE CONTENT Aug 7, 2026 5:40 PM
Rather than population growth alone, marketers are tracking affluent non-metro consumers with higher purchasing power and regional preferences, reshaping media, localisation and premium positioning
Sunidhi Vijay Jul 1, 2026 9:11 AM
Experts say regional ad spends have risen by 4-6 percentage points YoY with brands adopting regional strategies as a growth complement; language, customs, local traditions amplify emotional connect
Sunidhi Vijay Oct 14, 2025 9:15 AM
Marketers who want to connect with regional audience should take a leaf from small-town ads that use celebrity faces on everyday items, say industry watchers
Soumya Gawri Nov 26, 2024 9:03 AM