As India’s economy continues to grow and digital penetration expands, Tier-II and Tier-III cities are fast emerging as key frontiers for brands eager to expand their market reach. PR professionals are presented with a valuable opportunity to engage with this rapidly evolving audience that holds immense potential. These smaller cities, often grouped as Tier-II and Tier-III, are not only contributing to the nation’s economic growth but also transforming the landscape of consumer behaviour in India.
According to a report by the Internet and Mobile Association of India (IAMAI), over 70% of internet users in India now reside in smaller cities. This statistic highlights the tremendous opportunity for PR campaigns targeting these regions. However, what works in metropolitan areas may not necessarily resonate with audiences in smaller towns. These regions have their own distinct cultural influences, aspirations, and preferences, which require a more nuanced and region-specific approach. PR strategies targeting Tier-II and Tier-III cities must be tailored to the local ethos and sensitivities.
Take, for instance, the Tata Tea “Jaago Re” campaign. Aimed at addressing social issues like voter awareness and gender equality, this campaign connected deeply with audiences in smaller towns by aligning with causes that matter to them. It wasn’t just about selling tea; it was about creating meaningful conversations and becoming a brand that represented social change. Tata Tea successfully captured the emotions of the small-town audience, building a connection that transcended the product and resonated on a more profound, community-driven level.
Another successful strategy for brands looking to tap into these smaller towns is leveraging regional influencers. While Tier-II and Tier-III cities may not have the same volume of celebrity influencers as metropolitan areas, they do have local figures with substantial reach. For example, Kolkata-based Aditi Adhikary, who has 154K Instagram followers, regularly shares the latest in fashion and jewellery with her audience. Her recent posts showcasing a salwar kameez she got from Myntra received over 1.7K likes and 450 comments, proving that smaller-town influencers have an engaging and loyal following. Parul and Yogesh, a couple from Surat having over 510K followers on Instagram, share humorous posts in Gujarati. Their recent collaboration with Lord Petrick Coffee and Burger garnered over 28K likes and 158 comments, highlighting how small-town influencers can be just as impactful as national celebrities.
For brands looking to make a real impact in Tier-II and Tier-III cities, one key factor to remember is the importance of language. Local dialects and regional languages are crucial when crafting campaigns. Whether it’s Hindi, Tamil, Marathi, or a local dialect, using the language of the audience is an essential step in creating an authentic and relatable message.
Aligning campaigns with local festivals and traditions can also work wonders. For instance, Diwali in North India or Onam in Kerala present a perfect opportunity to run region-specific campaigns that resonate deeply with local audiences.
Aspirational messaging is another effective strategy for engaging consumers in these regions. While they may not reside in the country’s metropolises, the aspirations of people in Tier-II and Tier-III cities are no less significant. They strive for upward mobility, better lifestyles, and quality education. Brands like Hero MotoCorp have successfully tapped into these aspirations by focusing on affordability, fuel efficiency, and practical needs for consumers in smaller cities. Hero has tailored its PR campaigns to emphasise these concerns, establishing the brand as one that understands and meets the everyday needs of consumers in smaller towns.
While metros are often seen as the cultural and economic capitals of India, Tier-II and Tier-III cities hold a unique position where cultural heritage and contemporary influences collide. The key lies in understanding these diverse aspirations and crafting PR messages that align with local values while staying true to the brand’s promise.
Final Word
Tier-II and Tier-III cities present a goldmine for brands willing to go the extra mile in understanding local nuances and customising their PR strategies accordingly. The right mix of localised content, regional influencers, and culturally sensitive campaigns can unlock the tremendous potential of these emerging markets, making them a crucial part of the future of Indian PR.
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Before joining Veranda Learning Solutions, Prasad held senior positions at esteemed organizations such as Times of India, CyberMedia, and Deccan Chronicle. His extensive background in the media industry has equipped him with a profound understanding of various facets, contributing to his effectiveness in shaping and executing strategic communication initiatives.
Prasad's strategic approach to communication has played a pivotal role in enhancing the visibility and reputation of the organizations he has been associated with. His proven track record in managing communications for listed enterprises and leading media outlets underscores his expertise in navigating the dynamic landscape of the education sector.
At Veranda Learning Solutions, Prasad continues to bring his wealth of experience and insights to drive impactful communication strategies, further solidifying the company's position as a key player in the education space.
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