Over the past two years, SCoRe Insights has collaborated with Fuzion PR, India’s largest regional PR firm, to decode regional influence and reputation. This journey has led to the creation of the Decoding Bharat whitepaper series, exploring the unique communication challenges and opportunities across India’s four regions.
This week, we launched the third whitepaper in this series—Decoding Bharat East—with a dynamic panel discussion featuring three communications leaders with deep-rooted connections to Eastern India.
With decades of experience in global brand communications, the panelists shared compelling insights on tailoring messaging, navigating media landscapes, and building brand trust in the East.
Eastern India is a region rich in heritage, emotional depth, and consumer maturity. The panelists emphasized that brands must respect these nuances when crafting their messaging.
🗣️ “People have feelings for brands, especially in West Bengal. The messaging has to be very carefully drafted. Customers are matured in the East.” — Bhaskar Majumdar (@Probasibangali)
One of the key takeaways was that Eastern audiences are not easily swayed by flashy advertising. Instead, they respond to trust, authenticity, and cultural relevance. The panel highlighted how businesses often make the mistake of treating India’s East as a monolithic entity.
🗣️ “There are many Easts, not just one. The way content is consumed also changes as we travel eastward. These are not commercialized markets. Content here speaks to all ages.” — Shreela Roy (@sredits)
To effectively engage audiences in West Bengal, Bihar, Assam, and Odisha, brands must invest in understanding local behaviors, language preferences, and cultural symbols that shape consumer sentiment.
The discussion revealed a deep connection between media consumption and nostalgia in Eastern India. Traditional media still holds a significant place in households, even as digital platforms gain traction.
🗣️ “Statistics say in states like Bihar, Jharkhand, and the North-East, YouTube has surpassed electronic media viewership. A revolution has started.” — Deepa Dey (@ddey67)
Despite the rise of digital platforms, print newspapers and regional television remain trusted sources, particularly among older demographics. However, younger audiences are increasingly shifting to social media, YouTube, and hyperlocal digital platforms for news and entertainment.
This evolving landscape presents a challenge: How can brands maintain credibility across different generations? The panelists agreed that striking a balance between traditional and digital media is key to ensuring maximum reach and engagement.
Language is more than just words—it’s a reflection of identity. The panelists stressed that speaking the local language isn’t enough; brands must also understand the emotions and context behind it.
🗣️ “Speaking someone’s language is not only about the ‘bhasha’ but also about understanding local nuances.” — Deepa Dey (@ddey67)
For brands entering Eastern markets, local partnerships are invaluable. Regional PR firms and media professionals can provide insights into linguistic subtleties, consumer sentiments, and political sensitivities that outsiders might overlook.
🗣️ “Personal relationships really matter. Local partners can tell you what will work for the brand and what won’t. Ground knowledge can only come from regional experts.” — Bhaskar Majumdar (@Probasibangali)
This underscores the importance of investing in on-ground networks—whether through local influencers, vernacular media, or community engagement programs—to build lasting brand loyalty.
The panel also discussed the shifting dynamics between PR, marketing, and digital communication. Traditionally, PR has been considered a supporting function to marketing and advertising, but that hierarchy is rapidly changing.
🗣️ “For some campaigns today, PR gets more budget than marketing and advertising. Things are changing rapidly.” — Deepa Dey (@ddey67)
With the rise of fake news and misinformation, PR is now playing a crucial role in fact-checking, brand reputation management, and audience engagement. Digital platforms have blurred the lines between PR, advertising, and content marketing, making it essential for brands to integrate storytelling with strategic communication.
🗣️ “PR has changed drastically. There’s fake news and fact-checking—and we can only navigate this if we know where our customers are consuming content.” — Deepa Dey (@ddey67)
Beyond visibility and engagement, the panel emphasized the need for PR campaigns to drive tangible business outcomes. Instead of chasing vanity metrics, brands should focus on campaigns that deliver real on-ground impact.
🗣️ “Campaigns are not just about eyeballs; real on-ground impact for consumers and the brand should be the aim.” — Deepa Dey (@ddey67)
The discussion also touched upon how festival marketing, CSR initiatives, and regional storytelling can strengthen a brand’s emotional connect. For instance, leveraging the cultural significance of Durga Puja in Bengal or Bihu in Assam can create powerful narratives that resonate deeply with local audiences.
One of the biggest challenges for brands operating in Eastern India is maintaining a consistent identity while adapting to local nuances. A one-size-fits-all approach does not work in a culturally diverse landscape.
🗣️ “What are your brand values across regions and audiences? What is your key hook for entering the market and making your brand more relevant?” — Shreela Roy (@sredits)
The panelists agreed that regional campaigns must align with overall brand objectives while embracing local storytelling and community engagement. They also acknowledged that navigating cultural pride and resistance to “outsider” narratives is not just a PR challenge but an organizational one.
The session concluded with a call for brands to move beyond superficial regional targeting and invest in long-term, meaningful engagement strategies. As digital platforms reshape consumer behavior, businesses that understand and respect regional diversity will build stronger, more authentic connections with their audiences.
With the launch of Decoding Bharat East, the conversation on regional influence, consumer trust, and the future of PR in India continues. Stay tuned for insights from the upcoming Gravity Conference, where industry leaders will further explore the evolving dynamics of brand communication across Bharat.
Want to explore more insights from the Decoding Bharat series? Check out our latest whitepaper and stay ahead in the regional PR landscape! 🚀
