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Financial Express Bengaluru
|October 20, 2025
BRANDS ARE RAMPING up investments in regional language campaigns to deal with therising consumer sentiment in Tier-II and Tier-III cities across the country.
According to Affle’s Festive Pulse 2025 report, 79% of users engage better with ads in their local language.
This has led to 70% of marketers rolling out state-specific campaigns in 2025. Reports suggest regional ad spends have risen by 4-6 percentage points year-on-year, climbing from 20% to 25% of festive budgets. This reflects a key change: vernacular marketing has moved to core strategy for brands.
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