Tamil cinema eyes Hindi belt as 'Kanguva' leads a new wave

After years of focusing on core southern markets, Tamil cinema is making significant strides to capture Hindi-speaking audiences.

- Lata Jha

With Kanguva, starring Suriya, set to release this week, the film's team is embracing a full-scale promotional blitz across northern India, mirroring the blockbuster success strategies of Telugu hits like RRR and Pushpa: The Rise. This approach marks a significant shift for Tamil filmmakers, who are now eyeing the Hindi belt with newfound ambition.

While recent Tamil star-studded films such as Leo, GOAT, and Vettaiyaan skipped wide multiplex releases in northern India and opted for early streaming releases, Kanguva is set to have an extended theatrical window.

Experts agree mass-market commercial films such as Leo and GOAT didn't make an effort to look beyond core markets such as Tamil Nadu, Kerala, and Andhra Pradesh.