New Delhi, Aug. 20 -- From Patna to prime-time TV, South Indian films are no longer restricting their promotions to their home turf.

Big-budget productions and even mid-scale films are aggressively chasing Hindi-speaking audiences with national campaigns, influencer-driven activations, and bilingual outreach, marking a sharp break from the once-localised publicity playbook.

With the Hindi belt contributing a significant chunk of box office revenue through dubbed versions, Telugu and Tamil films are now pulling out all stops-from city tours and Hindi media pushes to interactive vlogs, games, and digital collectibles. The goal is clear: to build on the success of hits like RRR, KGF, Kantara, and Pushpa 2: The Rule.

Released last December...