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How regional films are being repackaged to draw brands outside native state

Brands are showing a greater interest in associating with films made in Indian languages

T E Narasimhan  |  Chennai 

For a long time the Indian film industry was neatly divided into Hindi and regional cinema. But as regional filmmakers begin to package their films to suit a more national audience with better production values, neat subtitling and dubbed versions and; in a small but growing number of cases, multilingual productions, geographical barriers are fast coming down. And this has big national brands such as Airtel, Nestle, Mondelez (Cadbury), Coca Cola, Pepsico and even Chinese brands such as Oppo showing a greater interest in associating with films made in Tamil, Telugu and other Indian ...

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