Newly-launched Whoppl Bharat aims to bridge India’s hyperlocal marketing divide

Mumbai-based content-to-commerce company Whoppl has unveiled a new vertical, Whoppl Bharat, aimed at tapping into the vast, untapped potential of India’s tier 2 and 3 markets. With hyperlocal engagement and digital adoption surging in these regions, it aims to deliver tailored strategies to help brands connect authentically with this dynamic and diverse audience.

The timing of this launch is significant. The divide between ‘India’ and ‘Bharat’ is rapidly narrowing, as highlighted in a recent Kantar report, which notes a 43% surge in digital payment adoption in rural India. Additionally, 60% of rural consumers have embraced technology, with smartphones and social media leading the charge.

This shift underpins a ‘Bharat First’ approach, with over 50% of growth for many brands now coming from tier 2 and 3 markets. Notably, hyperlocal strategies have been shown to double brand loyalty and engagement in these regions.

Ramya Ramachandran, founder of Whoppl, underscores the importance of this initiative, "Understanding the pulse of Bharat is no longer optional for brands; it is a necessity. Gone are the days when a single campaign could cater to a broad audience. With every 500 meters in India bringing a shift in dialect and culture, the need for hyperlocal strategies has never been greater."

In India, companies are increasingly adopting hyperlocal marketing strategies to connect more effectively with diverse communities. This approach involves customising campaigns to reflect regional cultures, languages, and traditions, creating a deeper resonance with local audiences.

Tactics such as geo-targeted advertising, region-specific content, and collaborations with local influencers allow brands to precisely reach and engage consumers in defined areas. Examples include Tata Tea Premium, which celebrates the unique identity of various Indian states in its campaigns, and brands like Kalyan Jewellers and Bridgestone, which craft messages that align with the preferences and traditions of specific regions, strengthening their connection with local consumers.

However, brands and their agencies venturing into hyperlocal campaigns in India face a host of challenges, from limited reach and stiff local competition to resource constraints and difficulties in measuring campaign success. Ensuring relevance to specific communities while maintaining accurate location data is another major hurdle. These issues often limit the effectiveness of hyperlocal ads, making it harder for businesses to stand out.

Whoppl claimed that its latest initiative is designed to address these challenges head-on, offering a three-pronged approach. To begin with, its team collaborates closely with brands to understand their vision, target markets, and campaign objectives. By analysing the unique challenges and opportunities within each region, they craft strategies tailored for hyperlocal engagement.

Leveraging its proprietary influencer discovery tool, Whoppl AI, the platform helps brands identify and connect with influencers and creators from tier 2 and 3 regions. This AI tool provides granular insights into demographics, psychographics, and authenticity, ensuring campaigns resonate deeply with local audiences.

Lastly, by creating hyperlocal content that respects regional nuances, Whoppl Bharat does its best to ensure messaging consistency across categories. Specialised language moderation manuals help maintain the brand’s voice while adapting to the cultural and linguistic diversity of Bharat.

Founded in 2019, Whoppl has continuously expanded its offerings to meet the evolving needs of brands and creators. Last year, it introduced Whoppl Studio, a co-shooting space designed for content creators and brands. Available on an hourly rental basis, the studio features pre-designed sets that can be used as-is or customised. This approach allows around 10 creators to shoot content simultaneously under one roof, streamlining production logistics and costs. With Whoppl Studio, the company aims to replicate this success in India, providing creators with an accessible, professional environment for content creation without the hassle of arranging equipment or booking locations.

The launch of Whoppl Bharat is the company’s attempt to bridge the gap between brands and the culturally rich diversity of tier 2 and 3 markets and also pave the way for campaigns that are as authentic as they are effective. As Ramachandran puts it, understanding Bharat’s pulse is not just a strategy—it’s a necessity for brands aiming to thrive in India’s next wave of growth. Through data-driven insights, tools like Whoppl AI, and a commitment to authenticity, Whoppl Bharat maintains that it can reshape the way brands engage with the heart of India.