5 Ways How A Piece Of Content Can Go From Regional To Pan-India

Santosh Kher Feb 22, 2023

Regional content is not out of the spotlight anymore. More and more regional films and series are gaining pan-India success. With South Indian regional content ruling the roost, we are also seeing the popularity of Marathi, Gujarati, and Bengali content amongst other languages. It must have become apparent to viewers that some content is more successful at travelling throughout the country and even the globe than others. There are nuances in content that gives them a pan-India appeal or flavour.

Universality Of Emotions

Emotions have no language and no boundaries. Irrespective of the language, if the storyline has relatable scenarios and plotlines, then a non-language speaker can understand the content. Viewers are able to watch and enjoy content pieces that evoke some kind of emotion in them. For example, the tragedy of losing a loved one or injustice done by a powerful personality are experiences that people have either gone through or understand. No matter where the location of the story is based or if the language is different, the plotline is the main hero in instances like these.

Cross-Industry talent

Working with talent from another industry helps to expand the appeal of the content. There are many instances across Hindi and regional industries, of actors and directors working with industries outside their own. This democratisation of talent widens the scope of a project. If talent is well-known in other markets or in larger markets of the country then that talent’s involvement in a regional project has a good chance to increase its reach.

Unique Concepts

Innovations and uncommon concept-based stories gain much attention, especially if they are executed well. More consumers consume content due to curiosity. Regional content with breakthrough ideas is great attention-pullers. Regular, run-of-the-mill content is not able to demand eyeballs on a large scale.

Hosted on OTT /Web

If regional content is able to hit web distribution channels like an OTT service or is available on digital pages, the reach automatically widens. Ease of access is a great motivating factor for a viewer to consume content. The fact that viewers can get content from the comfort of where they are, makes it more alluring to watch, especially if the content quality is strong and it is widely praised. Word-of-mouth publicity works great when it comes to content hosted on the web.

Cross-Cultural Stories

Stories that have cross-cultural relevance are also known to find a bigger audience. The plot may revolve around different states or include characters from diverse cultural backgrounds. When the content not only has cross-state or cultural relevance but also involves talent from those diverse backgrounds, it increases the relevance of the film to a larger audience.

If a content piece manages to check more than one box on this list, it has a high chance of being considered a pan-Indian film. Today, we need more films to be identified as ‘Indian’ films moving beyond regional-only perception. This will enrich the content and entertainment landscape of our country and encourage industries to further strengthen rather than compete with one another.