1. Urban vs. Rural Segmentation
- Urban Audiences:
- Preferences: Modern aesthetics, international trends, and experimental and genre films.
- Film Images: Glossy, sophisticated visuals; urban settings, stylish costumes, and high production value.
- Channels: Multiplexes, digital platforms, social media campaigns.
- Examples: Posters emphasizing city life, modern relationships, or high-tech action.
- Rural Audiences:
- Preferences: Family-centric, traditional, culturally rooted stories.
- Film Images: Simple, relatable visuals; rural backdrops, traditional attire, and community themes.
- Channels: single-screen theaters, local fairs, vernacular newspapers, regional TV.
- Examples: Posters showing village scenes, festivals, and family gatherings.
2. Tier 1–3 Cities Segmentation
- Tier 1 Cities (metros like Mumbai, Delhi, and Bangalore):
- Characteristics: Cosmopolitan, diverse, high disposable income, exposure to global cinema.
- Film Images: Trendy, cutting-edge visuals; focus on star power and aspirational settings.
- Distribution: Digital-first content, multiplex releases, and influencer-driven campaigns.
- Tier 2 Cities:
- Characteristics: Growing urbanization, a mix of tradition and modernity, and an emerging middle class.
- Film Images: A blend of urban and traditional visuals; relatable family and youth themes.
- Distribution: Multiplexes and single screens, regional TV, strong digital penetration, but also traditional publicity.
- Tier 3 Cities (smaller towns):
- Characteristics: Conservative tastes, strong community ties, preference for local language films.
- Film Images: Emphasis on local culture, traditional values, and familiar settings.
- Distribution: Single screens, local events, wall posters, and vernacular print media.
3. Language-Based Targeting
- Multi-Language Campaigns:
- India’s Diversity: Films are often dubbed or subtitled in multiple languages to reach broader audiences.
- Film Images: Posters and digital content are localized—titles, taglines, and credits appear in the relevant regional language.
- Visual Cues: Use of cultural symbols, festivals, and costumes that resonate with specific linguistic groups.
- Examples: A major Bollywood release may have separate posters for Hindi, Tamil, Telugu, and Malayalam markets, each tailored to local aesthetics.
Summary Table
| Segment | Preferences & Visuals | Distribution Channels | Example Image Elements |
|---|---|---|---|
| Urban | Modern, aspirational, trendy | Multiplex, digital, social media | Cityscapes, stylish costumes |
| Rural | Family, tradition, simplicity | Single-screen, local media | Villages, traditional attire |
| Tier 1 Cities | Cosmopolitan, experimental | Digital, multiplex, influencers | Star-focused, urban settings |
| Tier 2 Cities | Mix of modern & tradition | Multiplex/single-screen TV | Youthful/family visuals |
| Tier 3 Cities | Community, local culture | Single-screen, printed wall posters | Local festivals, familiar faces |
| Language-Based | Region-specific symbols | Regional media, digital | Posters in multiple languages |
In summary:
Effective film publicity in India uses nuanced audience segmentation—urban vs. rural, city tier, and language—to create targeted, relevant visuals that maximize reach and resonance across the country’s diverse landscape.
Case studies and examples:
Here are campaign case studies illustrating audience segmentation in India for film publicity, focusing on urban vs. rural, Tier 1–3 cities, and language-based targeting:
Here are campaign case studies illustrating audience segmentation in India for film publicity, focusing on Urban vs. Rural, Tier 1–3 cities, and language-based targeting:
1. Urban vs. Rural: Case Study — Dangal (2016)
Objective:
Promote a wrestling-based family drama to both metropolitan and rural audiences.
Urban Strategy:
- Digital First:
Ran social media campaigns targeting urban youth, using hashtags like #Dangal and motivational video snippets. - Multiplex Partnerships:
Special screenings and promotions in multiplex chains in metro cities. - Fitness Influencers:
Collaborated with urban fitness brands and influencers on Instagram and YouTube.
Rural Strategy:
- Localized Visuals:
Posters and trailers featured rural settings, local dialects, and family values. - Wall Posters & Banner Ads:
Physical publicity in villages, especially in Haryana and neighboring states. - Regional Media:
Ads and interviews in vernacular newspapers and local radio stations. - On-ground Activations:
Special screenings at schools, wrestling akharas, and community centers.
Outcome:
Dangal became a pan-India blockbuster, with massive box office returns from both urban multiplexes and rural single-screens.
2. Tier 1–3 Cities: Case Study — Stree (2018)
Tier 1 (Metros):
- Digital Engagement:
Used quirky, meme-driven campaigns on Twitter and Instagram targeting young, urban cinephiles. - Urban Events:
Movie-themed pop-ups and horror walks in malls of Mumbai, Delhi, and Bangalore.
Tier 2:
- Regional TV Ads:
Ads placed on city-specific TV channels and radio stations in smaller cities like Indore and Nagpur. - Influencer Outreach:
Collaborations with regional YouTubers and bloggers.
Tier 3:
- Wall Paintings:
Used traditional wall paintings and posters in small towns, inspired by the film’s rural setting. - Local Festivals:
Promotions at local fairs and town gatherings, with actors making appearances in key markets.
Outcome:
The campaign generated buzz across city tiers, resulting in strong ticket sales and a cult following.
3. Language-Based Targeting: Case Study — Baahubali 2: The Conclusion (2017)
Objective:
Achieve pan-India success by tailoring publicity for multiple linguistic and cultural segments.
Strategies:
- Multi-language Posters & Trailers:
Released in Hindi, Tamil, Telugu, Malayalam, and Kannada, each with localized titles, taglines, and credits. - Regional Social Media Handles:
Managed official pages for each language audience, sharing custom content and behind-the-scenes videos. - Local Influencer Engagement:
Regional stars and influencers promoted the film in their own languages through interviews and social media. - Cultural Integration:
Posters and promotions incorporated regional motifs, costumes, and festivals to boost local appeal.
Outcome:
Baahubali 2 became one of India’s highest-grossing films, with record-breaking performance across all linguistic regions.
4. Combined Approach: Case Study — KGF: Chapter 2 (2022)
Objective:
Maximize reach across urban and rural, all city tiers, and multiple language groups.
Strategies:
- Urban/Tier 1:
High-energy digital teasers, influencer campaigns, citywide billboards, and multiplex tie-ins. - Tier 2 & 3:
Wall posters, local cable TV ads, and regional events. - Language-Based:
Posters, trailers, and social media engagement in Kannada, Hindi, Tamil, Telugu, and Malayalam. - Merchandising:
Localized merchandise for fans in different regions.
Outcome:
Record box office sales and a strong, loyal fanbase in both metros and small towns, across languages.
Summary Table
| Film | Urban vs. Rural Strategy | Tiered City Strategy | Language-Based Targeting |
|---|---|---|---|
| Dangal | Digital for urban, on-ground rural | Multiplex vs. single-screen | Regional media, local dialects |
| Stree | Social media, urban events | Regional TV/radio, wall posters | Hindi focus, regional visual cues |
| Baahubali 2 | Pan-India digital, urban/rural split | Nationwide tiered approach | Multi-language releases, local campaigns |
| KGF 2 | Influencer & digital, wall posters | Multiplex/local events | Posters/trailers in 5 languages |
In summary:
India’s film publicity leverages granular audience segmentation—urban/rural, city tier, and language—to create high-impact, targeted campaigns that ensure every segment feels included and engaged.
