Tier-2 | Tier-3 Brands | Returning | Mainline Media | Digitally

In the ever-evolving marketing landscape of India, Tier-2 and Tier-3 brands are making a decisive return to mainline advertising, breaking away from the earlier digital-only strategy. While digital marketing offered cost-efficiency and targeted reach, traditional channels like television, print, and radio are now proving more impactful for visibility, trust-building, and mass influence — particularly in non-metro markets.

This return to mainline media marks a strategic shift rooted in consumer behavior, regional aspirations, and the need for wider recall.

Understanding Tier-2 and Tier-3 Brands

These are emerging and growing businesses based in smaller Indian cities such as Lucknow, Indore, Coimbatore, Jodhpur, and Guwahati. Many operate in sectors like:

• FMCG
• Retail & Apparel
• Electronics & Durables
• Healthcare & Pharma
• Local Food & Beverage chains

Unlike national brands, they typically cater to regional or state-level audiences, often competing in highly price-sensitive markets.

Why the Shift Back to Mainline Advertising?

1. Mass Reach at Regional Scale

TV and print remain dominant in Tier-2 and Tier-3 cities. According to BARC and IRS data, regional language channels and newspapers command the highest viewership and readership respectively. These mediums offer an unmatched ability to reach households collectively.

2. Credibility and Trust

Consumers in smaller cities still perceive print ads, local TV commercials, and radio jingles as more trustworthy and prestigious than social media posts. A front-page ad or a TV commercial during local news boosts brand image significantly.

3. Brand Recall and Top-of-Mind Awareness

Mainline advertising ensures repeated visibility in daily routines. From morning newspapers to evening news slots, these channels are part of a consumer’s everyday life — making recall easier for regional brands.

4. Affordability of Regional Slots

Media buying in regional TV and print is relatively affordable. Brands can place primetime TV spots or local language print ads without the massive costs associated with national campaigns.

5. Limited Digital Penetration Beyond Metros

Despite the rise of smartphones, consistent digital connectivity and digital trust remain lower in many smaller towns. As a result, offline media still influences the bulk of the buying decisions.

6. Support from Local Distributors and Retailers

Retailers and distributors in smaller towns often expect brands to invest in TV, radio, and outdoor ads as proof of their seriousness and credibility. Mainline campaigns help strengthen trade relationships and improve shelf placement.

Key Mainline Channels Tier-2 and Tier-3 Brands Prefer

Real-World Examples

• A dairy brand in Rajasthan leveraged regional news TV channels and saw a 40% increase in walk-in customers within 2 months.
• A clothing label in Tamil Nadu used outdoor hoardings and print media to position itself as a premium ethnic wear brand in the region.
• A Tier-3 Ayurvedic wellness brand combined FM radio spots and newspaper inserts to triple its inquiries and distributor interest.

Outlook for 2025 and Beyond

As India’s smaller cities continue to grow in aspiration, income, and consumption, mainline media will remain a strategic choice for emerging brands. With rising local competition and evolving consumer expectations, regional brands need to:

• Establish credibility fast
• Create widespread awareness
• Reach families, not just individuals

And for these objectives, mainline advertising is still unmatched.

Final Thoughts

The return of Tier-2 and Tier-3 brands to mainline advertising is not a nostalgic move — it’s a data-backed, consumer-centric decision. As regional markets become more sophisticated, the ability to blend emotion with mass messaging becomes key — and traditional media remains the best stage for it.

 

Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)