Tamil cinema eyes Hindi heartland as Kanguva leads a new marketing wave

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Subscribe to enjoy similar stories. After years of focusing on core southern markets, Tamil cinema is making significant strides to capture Hindi-speaking audiences.

With Kanguva, starring Suriya, set to release this week, the film’s team is embracing a full-scale promotional blitz across northern India, mirroring the blockbuster success strategies of Telugu hits like RRR and Pushpa: The Rise. This approach marks a significant shift for Tamil filmmakers, who are now eyeing the Hindi belt with newfound ambition.

While recent Tamil star-studded films such as Leo, GOAT, and Vettaiyaan skipped wide multiplex releases in northern India and opted for early streaming releases, Kanguva is set to have an extended theatrical window. Experts agree mass-market commercial films such as Leo and GOAT didn’t make an effort to look beyond core markets such as Tamil Nadu, Kerala, and Andhra Pradesh.

Also read: Southern heroes Jr NTR, Prabhas reap benefits of established franchises in Hindi belt with new hits On the other hand, Kanguva, by design and ambition, seems to fit the pan-India mould made famous by Telugu filmmakers such as SS Rajamouli, and will also see Bollywood actor Bobby Deol play the antagonist. Trade experts say these are signs of an evolving industry that has recognised the potential of the Hindi market and the need to reach out to wider audiences, as Telugu cinema has been doing for a few years.

Although examples are still few, Tamil films such as Ponniyin Selvan and Rajinikanth's 2.0 have found success in the Hindi market when supported by strong marketing, promotional campaigns, and a broad theatrical release. “It’s exciting to see Kanguva embracing a robust marketing approach, reaching a larger Hindi-speaking