Why Brands are switching for hyperlocal ads over typical “English” ads?

Now-a-days brands are speaking the local language. Billboards advertising in Hindi, Marathi, Tamil, Telugu, Bengali, and more are now everywhere, creating stronger emotional connections with people.
But why is hyperlocal Out-of-Home (OOH) advertising becoming so popular?
1) As we all know our mother-tongue hits different to us. Ads in Marathi for Mumbai or Tamil for Chennai feel personal. For example, JioCinema’s IPL ads used regional languages to make every state feel special.

2) Digital billboards now change based on location. Flipkart’s festive ads went multilingual to connect better with local audiences.

3) Election campaigns and government schemes are using local languages to connect with people. For example, Maharashtra’s BMC ads in Marathi felt more relatable and impactful than generic ads in English or Hindi.

4) Swiggy Instamart and Tata Tea are using regional messaging as people trust brands that speak their language. You all hit once to that funky Zepto’s Hindi tagline felt more relatable than English.

5) Local ads cost less but work better. Instead of one big ad, brands place smaller, targeted ones in key areas.

At Telex Advertising, we’ve seen how regional language ads creates powerful impact. We’ve helped brands connect effectively with their audience in Maharashtra and across India through smart, hyperlocal OOH strategies.

So, What are your thoughts? Is regional advertising the future of outdoor advertising? Let’s discuss in the comments!