South India Speaks: A Redefined Narrative in Marketing

It isn’t masala dosa and filter coffee. It isn’t backwaters and coconut trees. It isn’t just a market; it’s a dynamic, diverse, and rapidly evolving consumer landscape.

Welcome to the polylith, where five distinct countries rolled into one. South India: a region often underestimated but held immense untapped potential for brands willing to shift their focus.

It’s all here– Diverse markets, economic muscle, tech-savvy consumers, and a tinge of tradition. From the spicy masalas of Andhra Pradesh to the coconut-infused delicacies of Kerala, South India puts a smorgasbord of tastes and preferences on the marketing table.

Even after, why do big brands like you overlook this goldmine of a market compared to the North?

Why is it that, more often than not, you cast your eyes northwards while the South languishes in relative obscurity?

What’s holding you back?

Two Sides of the Same Coin

Concocting marketing strategies that align from Chandigarh to Chennai is a myth. It’s like selecting between a soulful, offbeat indie movie and a glitzy Bollywood blockbuster.

With its thriving metropolises and well-known attractions, North India has long been the belle of the marketing ball. While waiting patiently for its day to shine, South India, with its lush landscapes and rich past, frequently remains in the background.

Despite the apparent differences between these regions — comparable to those between wheat and rice — there’s an intriguing common thread that savvy brands might incorporate into their marketing strategies.

• Were you lost?

Were you lost in the North’s Digital Delirium while leaving the South on “read”?

Smartphones and the internet are ubiquitous, whether in the bustling streets of Delhi or the laid-back lanes of Cochin. North or South, there is an insatiable appetite for technology. Marketing — mainly digital — is a high-stakes poker game with influencers, SEO, and viral content now. While this happens, the South is going through a digital revolution, with tech hubs popping out faster than naans in a tandoor.

The North has the prominence of numbers, and the South has the passion for pixels, so why choose when you can play digital blackjack with both?

• Why just the one?

In the North, it’s Hindi or Bust, baby!

Brands craft their campaigns with Hindi as the lingua franca, even while India has 21 other officially recognized languages.

You can’t just proclaim something in Hindi and expect everyone to understand. Of course, “Think Different” will make total sense in the South, even if it ends up meaning “Seen as Strange” after translation.

Multilingual marketing? Nah!

Linguistic diversity in India is a bridge rather than a barrier. Whether you’re conversing in Hindi in the North or Tamil, Telugu, Kannada, or Malayalam in the South, language is a crucial connector. Brands often stick to regional languages when marketing in the North but hesitate to do the same in the South, thinking it’s a complex labyrinth.

At times, instead of boarding the same Delhi metro, hop on a KSRTC or a Chennai suburban, saying “Vanakkam” and “Namaskaram” together with “Namaste.”

• Where’s Pongal, Love?

Diwali, Danderas, or Durga Puja are the only festivals circled in your calendar. The South has its own festivals that give them a run for their money. Kerala celebrates Onam, and Tamil Nadu, Andhra Pradesh, and Telangana celebrate Pongal with the same zeal as an India v/s Pakistan cricket match. Yet, brands seem to be hostile to these festivals.

The monotony of concentrating primarily on Northern affairs pulls the plug. The South hosts a wide variety of distinctive festivals that merit a spot on your comprehensive festival calendar.

Who needs to tap into the South’s festival spirit when you can capitalize all your marketing budget on your “mainstream” North?

Missing out on festive fun is no good business!

Parampara, Prathishta, Anushasan…

Going beyond the tried and tested is frequently required of brands that thrive on creating new ground. And where better to achieve that than in South India?

• McDonald’s Masala Dosa: Not a Clown’s Move

When McDonald’s traded its burger for a crispy masala dosa, it made heads turn faster than a Chennai Express. McMasala Dosa Burger, a quirky creation of McDonald’s, took the South Indian market by storm. With its unique fusion of American fast food and South Indian flavors, it proved that you can have your dosa and eat your fries, too.

• IKEA’s Masala Furniture

‘Masala Mingle Furniture’ was IKEA’s entry into the South Indian market. Their flat-pack designs were influenced by the hues and aesthetics of South Indian interiors. Furniture assembly turned into a cultural experience, and their meatball to Mysore Pak menu gave purchasing a new flavor.

• ‘Pepsi’fied Pongal

With a cool mouthful of this fizzy concoction, PepsiCo tried to match the amount of South Indian warmth in the drink. Their Pongal edition 7Up pets were an instant hit, bringing to life the festive spirit of Tamil Nadu, from the intricate craft of Kolam to the usage of sugarcane and pot to prepare meals.

• “Backwaters BnB” by Airbnb

Airbnb’s “Backwaters BnB” rentals in Kerala revolutionized travel. Travelers could enjoy the tranquil beauty of the South Indian backwaters while staying on these attractive houseboats, which also provide authentic cultural experiences and traditional South Indian food.

• Healthy Swiggy Disses

When R. Madhavan and Simran turned daily dialogue into a symphony of South Indian spice and sass in the Swiggy Instamart, the entire South was in! Swiggy successfully identified the Southern-based grocery market, creating a strong brand connection and affinities with Southern cities.

These brands aren’t just breaking the taboo of focusing on the South like their counterparts up North; they’re spicing up the global scene, one curry and code at a time.

The Southern Verdict

It’s a severe case of Northern obsession. While South India is sitting pretty, brands are swiping right on the North like there’s no tomorrow, leaving it feeling like the awkward third wheel.

It’s just a matter of recognition. Once you open your eyes and expand the horizon to the South, you will immediately realize that the South is not just a geography lesson but your forthcoming history.

It’s the peanut to your poha, the maska to your pav, and the ideal market for your product. You and them will effortlessly blend in…

Marketing is an art, not a science, and South India won’t resist this allure of brands’ unapologetic spontaneity. In the South, it’s all about finding the way to hearts; for that, Way2News is your ace.