From national campaigns to city tours, south Indian films up the promotional game for Hindi belt
Big-budget productions and even mid-scale films are aggressively chasing Hindi-speaking audiences with national campaigns, influencer-driven activations, and bilingual outreach, marking a sharp break from the once-localised publicity playbook.
With the Hindi belt contributing a significant chunk of box office revenue through dubbed versions, Telugu and Tamil films are now pulling out all stops—from city tours and Hindi media pushes to interactive vlogs, games, and digital collectibles. The goal is clear: to build on the success of hits like RRR, KGF, Kantara, and Pushpa 2: The Rule.
Released last December, Allu Arjun's Pushpa 2 set the tone by kickstarting promotions in markets like Patna, Bihar, before raking in over ₹830 crore from its Hindi version alone.
A new promotional playbook
'There's a clear shift in how South Indian filmmakers and stars are approaching promotions today. Films like Thugs of Life signal a growing ambition to create nationwide appeal, with stars stepping up for city tours, national TV appearances, and cross-platform digital campaigns. This push is driven by the blockbuster success of crossover films like Pushpa, RRR, and Kantara, which proved that strategic promotions can significantly widen a film's reach and revenue," said Chaaya Baradhwaaj, founder and managing director, BC Web Wise, a digital marketing agency.
Promotional strategies now go far beyond standard trailer drops and posters, Baradhwaaj added.
Innovations include regional influencer tie-ups, vernacular meme marketing, AR (artificial reality) filters, gamified reels, and pre-release content drops on music and OTT platforms. Tamil films like Leo and Jailer successfully leveraged fan-generated content and regional brand tie-ins to fuel pre-release buzz.
South Indian cinema is blending regional authenticity with pan-Indian ambition, said Bryan Louis, associate account director, White Rivers Media, an independent digital marketing agency.
'Digital innovation meets on-ground activities through interactive social media, live Q&As, and creative installations, all designed for broad appeal. High production values, influencer collaborations, and bilingual releases extend the impact further," Louis said.
From local to national
South Indian film teams are seriously levelling up their promotional game, and this reflects a growing awareness that the film's success isn't just about the content anymore—it's also about the perception you build pre-release, said Neelesh Pednekar, co-founder and head of digital media at Social Pill, a digital marketing agency.
'Earlier, promotions were largely local—press meets, regional interviews, maybe a trailer event. Now we're seeing planned national campaigns, city tours, influencer activations, high-energy launch events, and even Hindi-language media pushes," Pednekar added.
Crowd-pulling pre-release events streamed live, actor vlogs, social media takeovers, and interactive games with fans—often boosted by YouTubers or influencers—have become common. Some productions are even experimenting with NFTs, digital collectibles, and early-access events for superfans, particularly in Telugu cinema. In some cases, co-branded ads featuring actors in character just ahead of release have also been tested.
Why the shift?
Experts point to the success of RRR, Pushpa, and KGF as proof of what's possible when South Indian films are marketed aggressively outside home states. Platforms like YouTube Shorts and Instagram Reels have also created a level playing field, making language less of a barrier.
Audiences are now more willing to watch films across languages—if the hype is strong enough. As a result, even mid-scale Tamil, Telugu, and Malayalam films are investing in visibility from an early stage.
When filmmakers know they have a story that cuts across geographies and a cast with growing national appeal, you don't aim for a regional release anymore, said Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea, a digital marketing agency.
Moves like trailer events in states like Bihar for films like Pushpa, and actors like Unni Mukundan from Marco giving interviews in multiple languages, are part of this mindset, he added.
'Promotional budgets often range from ₹5 crore to ₹30 crore depending on the scale of the film, especially when national or international outreach is involved. Filmmakers view these investments as essential and critical to the film's success. Such investments can be viewed as high-risk spending, but the potential returns when it comes to box office collections, OTT rights, and brand associations are often justified," said Prof. Neha Yadav, Faculty of Marketing, FLAME University.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Time of India
an hour ago
- Time of India
'Time Out New York listed our Birbal ki khichdi as one of the best dishes of the year...'
Michelin-starred chef and Culinary Director of True Palate Hospitality, Suvir Saran's journey with Indian food is full of moments that go beyond just cooking. When Devi became the first Indian restaurant in North America to get a Michelin star, it wasn't just about the award-it was about making food that connects people to their memories and their roots. Tired of too many ads? go ad free now Instead of copying typical restaurant styles, Suvir looks to the kitchens of home and forgotten recipes to create dishes that feel authentic and full of heart. In this interview, he shares stories from his path, how working with different people influences his cooking, and what keeps him excited about the future of Indian cuisine. Q: Looking back at Devi receiving a Michelin star-a first for Indian cuisine in North America-what moments from that journey still shape the way you approach new restaurant collaborations and concepts today? There was a moment at Devi I'll never forget. A South Indian family was celebrating an 80th birthday. The grandmother tried our shrimp rasam and started to weep. She said, 'You reminded me of my mother and grandmother in Tamil Nadu.' She was ready to touch my feet. I said, 'Ma'am, I'm so young.' She said, 'Yes, but your food knows old love.' That's when I understood what we were doing at Devi: not just cooking Indian food, but restoring memory. People still write to me about our tandoori lamb chops, bhel puri, mango cheesecake, and that tomato chutney—Sheila Lukins, editor of Parade Magazine and co-author of The Silver Palate Cookbook, once called it 'better than ketchup.' Time Out New York listed our Birbal ki khichdi as one of the best dishes of the year. American Airlines magazine called our Karari Bhindi salad the dish-of-the-year. Devi taught me to stop mimicking restaurant-style Indian cooking and look toward home kitchens, forgotten recipes, emotional anchors. That instinct walks into every kitchen I enter today. Q: When consulting for high-profile restaurants, how do you balance your own vision of comforting, authentic food with the branded identities of celebrity clients? You don't have to bend when you work with people who bend for humanity. Tired of too many ads? go ad free now That's what makes these collaborations work. Take Virat Kohli. The One 8 Commune menu features his favorites, but it's never about ego. It's about joy, mindfulness, flavor. He understands wellness and indulgence. Chef Agnibh Mudi, who leads the kitchen there, translates Virat's personal palate into something India can enjoy freely and happily. I've rarely had to draw a line. We're a collective of passionate eaters and travelers who chase flavor more than trend. That freedom lets us build menus that are intelligent, emotional, and joyful all at once. Q: Across your diverse consulting roles, is there a particular restaurant or project that challenged you to rethink your relationship with Indian food-or food in general? Neuma, in Bombay, gave me a new canvas: a storied bungalow in Colaba, heritage architecture, a city of the most refined eaters. It taught me to tell Bombay's story-not just India's or mine-through food. We built a menu of global flavors rooted in memory, presented with calm confidence. One 8 Commune shifted something too. It taught me that India is ready—hungry-for mindful food. But it still has to taste amazing. People don't care about labels. They want flavor first. That balance of health and hedonism has reshaped how I think about comfort and nourishment. Q: How is it to work with celebrities like Amrita Arora and Shakeel Ladakh at Jolene in Goa? Is it easy, difficult, or different? It's joy. Simple as that. Jolene is a marriage made in heaven-and the credit goes to Gaurav Batra, who brought us together. Amrita and Shakeel are both so elegant, so chic-but they carry that style with grace and humility. Amrita is a wonderful cook. Shakeel is a warm, fuzzy teddy bear of a man with big dreams and a bigger heart. They're kind, generous, empathetic people-and that humanity seeps into the restaurant. The food at Jolene, in Goa, is nostalgic and fresh, beach-forward, emotionally light but culinarily deep. It's where the world comes together on a plate, with joy and simplicity. And the best part? Everyone, from staff to guest, feels the love. Q: Is there a memory-a tasting or conversation-that shows what working with Amrita and Shakeel really feels like? There was a moment at one of our first big tastings. Amrita had celebrities around her, but she wasn't distracted. She was focused on the food, tasting with intent, giving feedback with warmth. Her smile said more than her words. She made sure the staff felt seen. That night, I realized: she's a giver. Not just of style or celebrity, but of genuine care. Shakeel was right beside her, cheering, laughing, helping. They're humans first, stars second. Q: You've worked in celebrity-driven environments. Tell us about a memorable night at Neuma, Jolene, or One 8 Commune that surprised you. We don't name names-but I'll say this: the most famous guests have often been the kindest. At Neuma, a major celebrity came in and before touching a dish, walked into the kitchen to thank the staff. At One 8 Commune, another guest quietly tipped the housekeeping team. What I've seen is humility. Real aren't staged moments—they're reminders that good food can bring out the best in people. Q: One honest question. What's your first love—fashion or food? Food. Always. But fashion and food, for me, are part of the same instinct: to create beauty, to express something. I like food that looks good, feels good, and leaves you better than it found you. And I like clothes that do the same. Fashion makes you feel good enough to go out and eat. Food makes you feel full enough to go out and live. Together, they create a life that's styled and satisfied. Q: Can you share a defining moment outside the kitchen that still shapes how you see the world and your work today? When my grandfather passed, I was just a boy. Our home in Delhi was grieving, broken. But my grandmother never stopped feeding people. Her kitchen stayed open. Visitors came unannounced and left nourished, emotionally and physically. That shaped everything I do. Later, I watched my mother cook magic with very little and in an India with little access to global ingredients. And Panditji, our family cook, could turn vegetables into poetry. I learned that food is the one act of love that transforms people—quietly, powerfully.
Time of India
2 hours ago
- Time of India
Nora Fatehi opens up on making her Tamil debut with Kanchana 4: 'Every industry has its own flavor'
Nora Fatehi is all set for her Tamil debut as the female lead in Kanchana 4. One of the most anticipated movies, Kanchana 4 marks a special milestone for Nora, and she is thrilled to be part of it, especially since this is her first appearance in Tamil cinema. She is enthusiastically embracing this new phase of her career. In an interview with Hindustan Times, Nora said, 'When Kanchana 4 was offered to me, I immediately felt it was the right project to step into Tamil cinema. The franchise already has such a strong legacy, and the script was so unique that I wanted to be part of it. I was also looking to do another comedy after the success of Madgaon Express.' Although Nora isn't afraid to experiment, language has been a challenge. 'Of course, language is always a challenge, but I love challenges. This has definitely been the hardest so far, but I spend extra hours rehearsing,' she shared. Having previously worked in both the Telugu and Malayalam industries, Nora reflected on the differences she has observed. 'Every industry has its own flavor. Tamil cinema is very rooted in storytelling, with a strong emphasis on performance and scripts. Bollywood, on the other hand, has its own larger-than-life energy. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Your Finger Shape Says a Lot About Your Personality, Read Now Tips and Tricks Undo Both industries are passionate about cinema, but the styles of working, the audience expectations, and even the filmmaking processes feel slightly different. For me, it's exciting to experience and learn from both worlds.' Everything you should know about Nora Fatehi Nora Fatehi, born to Moroccan parents and raised in Toronto, made her Bollywood debut with Roar: Tigers of the Sundarbans (2014). Her electrifying dance performances in hit songs like Dilbar, O Saki Saki, Kamariya, and Garmi made her a household name across India. A self-taught dancer, she learned belly dance through online tutorials and went on to showcase her talent in reality shows such as Jhalak Dikhhla Jaa and Bigg Boss 9. Most recently, Nora appeared in Netflix's series The Royals, alongside Ishaan Khatter, Bhumi Pednekar, Sakshi Tanwar, Chunky Pandey, and Zeenat Aman. She will next be seen in the Kannada action drama KD: The Devil, produced by Suprith and directed by Prem under KVN Productions. The film also stars Dhruva Sarja, Reeshma Nanaiah, V. Ravichandran, Ramesh Aravind, Sanjay Dutt, Shilpa Shetty, and Jisshu Sengupta. The release date is yet to be announced. "Get the latest updates on Times of India, including reviews of the movie Coolie and War 2 ."
Time of India
2 hours ago
- Time of India
Is Anil Kapoor part of Suriya's next Telugu film? Director Venky Atluri breaks his silence
Director Venky Atluri has addressed and dismissed rumors linking Anil Kapoor to his upcoming Telugu film. The filmmaker clarified that he has neither approached nor spoken to the Bollywood star, stressing that the reports are untrue. 'We haven't even approached Anil Kapoor. I haven't met him or even spoken to him over the phone. We don't know how these rumors started, hence these reports are false and baseless,' Atluri told Deccan Chronicle. Excited to collaborate with Suriya While putting the speculation to rest, the director confirmed the film's leading man — Tamil superstar Suriya. Atluri, known for films like Sir with Dhanush and Lucky Bhaskar with Dulquer Salmaan, expressed his excitement about joining forces with the actor. 'I'm truly excited to work with such a talented actor,' he said, adding that this collaboration marks an important milestone in his career as he takes on a big-ticket production headlined by one of South cinema's biggest names. Kanguva: Suriya pumps iron as he prepares for the film Why Anil Kapoor's name came up The rumor mill likely gained momentum given the recent influx of Bollywood actors into Telugu cinema. Icons like Amitabh Bachchan (Kalki 2898 AD), Sanjay Dutt (Double iSmart), Saif Ali Khan (Devara), Bobby Deol (Hari Hara Veera Mallu), Nawazuddin Siddiqui (Saindhav), and Akshay Kumar (Kannappa) have all taken up significant roles in big-budget Tollywood projects. With the speculation now dismissed, attention has shifted back to Atluri's much-anticipated collaboration with Suriya. The project has already generated buzz among fans and trade circles and is expected to begin filming soon. "Get the latest updates on Times of India, including reviews of the movie Coolie and War 2 ."
