Regional Creators Take Over In Local Lingo

Forget the curated feeds and the #blessed brigade. Social media is undergoing a revolution, and the new stars aren’t minted in the big city lights. They’re the folks emerging from the heartland, wielding a powerful weapon: their unique cultural identities.

Renowned YouTube personality and actor, Ashish Chanchlani, recently highlighted the growing influence of regional content creators in India. The numbers back it up – according to Statista, over 95% of video consumption on social media platforms in India is in regional languages.

Kapil Kanpuriya (@kapilkanpuriya) from Kanpur didn’t need a fancy marketing team. His claim to fame? A lighthearted jab at corporate life – a video titled “How to be a Successful Corporate Slave” that exploded in 2021. But what truly set him apart? He delivered it in his native Awadhi Baiswari dialect.

In a landscape dominated by polished English and generic Hindi, Kanpuriya’s authenticity was a breath of fresh air. His sketches, brimming with the quirks of small-town life and hilarious banter in local lingo, became a viral sensation. Today, he boasts over 631,000 followers, a testament to the power of cultural connection.

Kanpuriya isn’t alone. Hundreds of regional creators are weaving their backgrounds into superpowers, including Neha Thombre (@neha_thombre). This village girl from Vidarbha faced a culture shock when she moved to Pune for engineering studies. However, trolled for her Marathi accent, she found her voice through a comedic play on social reformer Savitribai Phule.

Fast forward to a viral open mic performance, and Neha’s life took a dramatic turn. Moreover, enter “Thombre Bai,” a comedic persona tackling social issues like women’s property rights, all delivered in her native Waradi dialect. Her following skyrocketed overnight, proving that humor and social commentary can be a powerful one-two punch, especially when delivered with a regional flavor. Today, Neha’s content reaches over 126,000 followers, with her sketches tackling everything from voting rights to climate change.

Chandni Bhabhda is another Mumbai girl who started creating videos at 16, showcasing her talent for mimicry and Marwari. One of her viral hits, “One Girl, Seven Voices,” features her impersonating Bollywood actresses like Alia Bhatt and Kangana Ranaut. Besides, even after graduating law school, Bhabhda’s passion for content creation burned bright. Despite initial pushback from family who saw social media as a risky career choice. She’s carved her own path, proving that regional voices can resonate with massive audiences.

These creators are proving that relatable content, delivered in the language. And dialect that resonates with the audience, is the new gold standard. So, the next time you scroll through social media, ditch the curated feeds. And embrace the voices from beyond the big cities. You might just discover a hidden gem of humor, authenticity, and even a spark of social change. Moreover, from hilarious mimicry to social commentary with a regional twist, these creators are taking social media by storm, proving that language is no barrier to connection.