How marketers are mastering brand building and performance in South India

Time of India

04-07-2025

As
South
India emerges as a strategic growth market, marketers are recalibrating their media strategies to strike the right balance between brand building and performance marketing. Industry insights reveal a clear trend: success lies not in any single channel, but in the right mix of television,
digital
, influencer engagement, and hyperlocal media.
Our conversations with marketing heads of leading advertisers with a strong presence in the South reveal a consistent truth: for brand building, television remains supreme. Its extensive reach, coupled with the significant cultural impact of regional cinema and celebrity endorsements, makes it an unrivaled force for generating mass awareness and forging emotional connections. While for performance, digital platforms such as social media, video streaming services, and search engines are proving indispensable. Strategies have evolved beyond purely performance-driven approaches to seamlessly weave brand storytelling into various digital formats.
ETBrandEquity has delved into these insights, speaking with marketing heads of major brands and an agency to understand the most effective channels for both branding and performance in South India.
Channels that deliver
Dabur's oral care business sees a significant contribution from South India, accounting for almost 40 percent of the total category revenues. States like Andhra Pradesh and Telangana are particularly strong markets where Dabur Red Paste stands as the single largest toothpaste brand, reflecting the company's dominant market share in the region, according to Prashant Agarwal, marketing head- Oral Care, Dabur India
Agarwal highlighted that for Dabur, television remains the most critical media channel in the South, primarily due to its high penetration, which can go up to 95 percent in certain states when it comes to branding. 'Within television, Dabur's strategy goes beyond general entertainment channels. The brand places a strong emphasis on movies, leveraging the popularity of the Southern film industry. This includes advertising on movie channels, during movie festivals, and especially around world TV premieres. Movie stars, who enjoy a massive following in the South, play a pivotal role in brand endorsements,' said Agarwal. For instance, Nagarjuna Akkineni endorses
Dabur Meswak
, while
Vijay Deverakonda
supports Dabur Red Bae Fresh Gel. Another prominent film personality is expected to join the roster soon, though that partnership is yet to be officially signed.
Digital media is another area that has shown rapid growth. Agarwal added that platforms like Instagram and YouTube are now integral to Dabur's media planning. The company is adopting a hyperlocal approach to digital marketing by leveraging micro and regional influencers. 'While TV still commands the lion's share of the media budget, digital spends have been rising steadily and now contribute about 25–30 percent in the South region alone. Influencer-led content and region-specific campaigns have been particularly effective.' Beyond TV and digital, Dabur also makes selective use of print media to highlight brand-related news or product launches. While out-of-home advertising is not a major focus, the brand actively uses cinema advertising.
Whereas when it comes to performance marketing, it is split between on-platform activities (on e-commerce platforms) and off-platform (primarily YouTube and Instagram). 'Instagram has been particularly useful for influencer-driven campaigns, which have now become more regionalised. Over time, this area has evolved significantly and is growing quarter on quarter, driven by rising digital penetration, increased time spent on digital platforms, and improved ROI,' said Agarwal.
Sandeep Tanwani
, CMO at Pidilite Industries, believes that campaigns anchored in cultural authenticity deliver the strongest brand impact. He said, 'Consumers in the South deeply value cultural familiarity and relevance, which is why we ensure our communication reflects their sensibilities through the use of language, music and popular cultural settings. This helps build a better emotional connection.' For instance, with their brand
Haisha Paints
, Pidilite collaborated with celebrities in the South and brought in the timeless appeal of Ilaiyaraaja's music to build authenticity and connect. Similarly, with Dr. Fixit, while the core messaging remains consistent nationally, the brand ensures their communication is adapted linguistically and emotionally to align with southern preferences.
"South Indian states have consistently led on digital adoption, with mobile internet users among the most active and having high daily usage times. This demographic is digitally native, making online channels indispensable for Godrej in the Appliances space," stated
Swati Rathi
, head of marketing at Godrej Enterprises Group's Appliances Business.
She elaborated, 'A combination of hyperlocal campaigns and digital marketing has proven effective for us. Online research – culminating in purchase online or offline – is a growing trend, and Godrej maintains a sharp focus on our e-commerce strategy in Southern markets. Furthermore, social collaboration with popular regional micro and macro-influencers on platforms like Instagram or YouTube is significantly fueling discovery and consideration. The ROI from regional influencer campaigns is frequently higher due to their local appeal and strong community trust.'
Rathi continued, "Our strategy has largely been driven by video content, and video promotion, in turn, has been spearheaded by Connected TV (CTV), which is highly relevant for our premium target audience. We were early adopters of CTV and believe its share of digital spends will continue to grow. Beyond digital, traditional TV also continues to deliver high reach and impact in the South, and depending on campaign objectives, can play a key role in our media mix. For some markets in the South, cinema serves as good support media, while for certain cities, radio and hoardings become more relevant. While strong print publications exist, we have been relatively more video-heavy in our promotions."
Unlike others, Zoho, a global technology company headquartered in Chennai, enjoys a distinct advantage in South India. With numerous offices strategically spread across the four Southern states, Zoho already benefits from strong brand recognition and affinity in the region.
Praval Singh, VP marketing and customer experience at Zoho, detailed the company's multifaceted approach to marketing in the South. For brand building, Zoho leverages a diverse mix of channels, including hyperlocal out-of-home (OOH) advertising, targeted content marketing, strategic partnerships with regional influencers, and comprehensive digital advertising across various platforms. On the performance marketing front, Zoho employs a multichannel digital strategy. This includes robust
Search Engine Marketing
(SEM) campaigns, personalised email nurturing, dynamic social media engagement, and ongoing content marketing efforts, complemented by affiliate and loyalty programs.
Branding vs Performance
When it comes to regional advertising patterns, South India largely mirrors national trends, as observed by
Dinesh Rathore
, CEO,
Madison Media Omega
. He notes that common shifts seen across the country, such as the move from print to digital, are equally prevalent in the Southern states. Also he clears up that the industry isn't moving from branding to performance. Instead, it's a gradual shift from performance marketing to brand building.
Rathore elaborates that while startups and newer brands typically launch with a strong performance-focused drive, aiming for immediate customer acquisition and sales, this strategy tends to evolve. After approximately two to three years in the market, brands commonly transition towards brand building. This strategic pivot is fueled by the understanding that a sole reliance on paid acquisition and discounts is not sustainable in the long run. Building a robust brand becomes essential for fostering growth, establishing trust, and cultivating lasting customer loyalty.
'Many of D2C brands, which initially leaned heavily on performance-driven online strategies, are now actively expanding their footprint into offline retail. This expansion is accompanied by a parallel increase in their investment in brand-building initiatives through traditional media and top-of-the-funnel campaigns. This strategic move underscores a focus on achieving greater scale and ensuring longevity, as these D2C brands look beyond immediate return on investment (ROI) to cultivate long-term brand equity,' said Rathore.
Regarding overall media expenditure, Rathore noted digital's continued upward trajectory, often serving as the initial entry point for many brands due to its cost-effectiveness and precise targeting. Television ranks second in spending, while Print, despite a comparative decline, maintains relevance for highly region-specific or tactical campaigns where localised reach is a priority.