How authenticity and emotion are driving regional content to the mainstream

New Delhi: What was once dismissed as niche or hyper-local is now travelling far beyond linguistic and geographic boundaries. Regional content, rooted in specific dialects, cultures and everyday experiences, is finding audiences across India and even globally. 

From short-form comedy to culturally grounded storytelling, creators and industry leaders say emotional relatability, platform accessibility and creator-led authenticity have pushed regional content firmly into the mainstream.

As digital platforms continue to expand across India, content from regional creators is reaching audiences far beyond their place of origin. What was once considered local or niche is now drawing attention from viewers across different states and even internationally. Speaking of that, Shivashish Tarkas, Founder and CEO of The InterMentalist, said content consumption has fundamentally shifted.

“Content consumption today has moved beyond geographical and language barriers. Relatable content, like comedy and non-verbal formats, resonates deeply with audiences across regions,” he said. He explained that actions and visual storytelling often transcend language, making regional content widely accessible. 

“This is mainly because actions often communicate more powerfully than words and require no explanation. Local content is relatable and understandable content, which is why it reaches a far larger audience. This type of content also spreads quickly, thus often going viral.”

Tarkas also pointed to the role of creators and platforms in accelerating this shift. “To a larger extent, content creators have played a pivotal role in shaping and scaling this shift, but at the same time, deeper penetration of social media platforms is also promoting diverse and inclusive content,” he added.

Openness to unfamiliar cultures

The growing acceptance of content from unfamiliar cultural contexts reflects a broader appetite for global storytelling. “Consumption of global content has grown significantly, not only in India but also across the world. This reflects a strong appetite for global storytelling,” Tarkas said, citing the popularity of anime and Korean web series.

He noted that emotional resonance is no longer the only driver. “While emotional relatability continues to play an important role, a large segment of viewers is equally driven by curiosity and the desire to learn and absorb new perspectives. There is also a substantial audience that consumes content irrespective of direct relatability, simply for exposure, discovery, and the richness that global content offers.”

Goa-based digital creator Rudr Ghotge, known online as rudra_avatar, who creates content in Konkani, said, “Even if the language is a barrier for some people, the local essence makes the content travel and connect emotionally across different parts of the country.”

When regional content became mainstream

For Tarkas, the turning point came nearly a decade ago. “The transition became visible around 2016, when creators began producing content at a very small scale on platforms like Vine and similar early short-form ecosystems,” he said.

He added that the shift gained professional momentum from 2019, as digital storytelling matured. “What began with college students experimenting with digital content evolved into structured digital storytelling by organisations like TVF, which helped legitimise content creation as a serious medium.”

The widespread availability of smartphones played a defining role. “Eventually, digital content became a household phenomenon driven by widespread accessibility and the ability to create and distribute content using nothing more than a mobile phone. That was the true beginning of the creator economy as we know it today,” Tarkas said.

Ghotge shared a similar experience from a creator’s perspective. “My content has revolved around Konkani, which is spoken in Goa, parts of Maharashtra (Konkan), and coastal Karnataka, yet I personally have had viewership from metros as well,” he said, adding that strong emotions and storytelling cut across languages.

Brands catch up to local storytelling

Brands, too, are reassessing how they engage with regional audiences. “It took a while, but brands today have understood that effective product promotion depends heavily on relatability and language,” Tarkas said. He highlighted the importance of cultural understanding, particularly in southern markets. “Local and regional influencers understand the emotions and cultural nuances which work well.”

Ghotge believes brands are increasingly recognising creators as storytellers rather than just distribution channels. “When promotions are done in a creator’s own local essence, the connect feels more real compared to direct brand advertisements that are informative,” he said.

However, the balance between creativity and compliance remains a challenge. Tarkas noted that rigid legal frameworks often restrict authenticity. “Personally, I find that the more restrictive the legal guidelines, the more constrained the content feels, whereas fewer rigid rules allow the message to come across more organically and connect better with audiences.”

Numbers versus engagement

While follower counts and reach continue to matter, creators say brands are becoming more nuanced in how they evaluate partnerships. “Today, the quality of a creator’s profile matters far more than just follower count, especially in terms of aesthetics, reach, and engagement,” Tarkas said, adding that scale still plays a role in final decisions.

Ghotge agreed that metrics remain unavoidable. “Numbers do matter in content creation and endorsements, and that’s the reality. But many brands now also focus on quality, message, and meaningful engagement, not just reach,” he said.

Micro creators, macro impact

The growing preference for micro creators in regional campaigns has sparked debate. Tarkas cautioned against relying solely on smaller creators for scale. “Small-scale creators cannot build a brand at scale,” he said, pointing to the value of recognisable faces for long-term recall.

He suggested a middle path, combining cost efficiency with visibility. “A better way to work is to partner with creators who are one level below the top and have multiple recognisable regional creators. This works best for all involved, and the brand stays relevant for a longer time.”

Ghotge, meanwhile, emphasised cultural authenticity. “Local culture is best represented by creators who live it. People relate more deeply when they see their roots and lifestyle represented by someone truly local,” he said.