India, Jan. 9 -- Influencer marketing is no longer just a big-city thing in India. It has taken even the country's small towns and rural areas. The sole reason behind this shift is the recent surge in regional content creators, who connect deeply with local audiences by speaking their language, both literally and culturally.

The rise in regional content

A regional revolution is on the cards for India's digital landscape.

The share of regional language consumption on OTT platforms alone is estimated to go beyond 50-50 per cent by 2025, leaving Hindi content behind. This is to say, India's appetite for content in native languages is growing aggressively, laying down a strong foundation for regional influencers to thrive.

Brands tapping ...