The Platforms Reaching Bharat
While English-first brands focus exclusively on Instagram, 400M+ Indians primarily consume content on Moj, Josh, ShareChat, and equivalent regional language platforms. This is Tier 2/3 India, vernacular language India, and the next 300 million internet users. Brands ignoring these platforms are ignoring the fastest-growing consumer segment in the country.
Platform Breakdown
- ShareChat: India's leading regional language social media platform. 180M+ MAU. 15 Indian languages. Strong in Hindi, Tamil, Telugu, Kannada, Marathi. Demographics: 18–35, Tier 2/3 cities, male-skewed (60%). Strong for: FMCG, entertainment, gaming, telecom, banking for mass market.
- Moj (ShareChat's short-video app): 160M+ MAU. Indian TikTok successor, vernacular short-form video. Strong Hindi and regional language creator ecosystem. Demographics: 15–30, Bharat audience. Best for: FMCG, fashion, entertainment, regional food brands.
- Josh (Dailyhunt's short-video platform): 70M+ MAU. Regional language short video with news/entertainment angle. Older demographic than Moj (25–40). Strong for: news, health, education, financial products.
Creator Monetisation on These Platforms
All three platforms have creator monetisation programs — coins, virtual gifts during live streams, and platform-direct brand deals. Monetisation rates are lower than Instagram for equivalent creators, but competition is dramatically lower. A creator with 50K followers on Moj has significantly less brand competition than a creator with 50K Instagram followers in the same niche.
Should Brands Run Campaigns on These Platforms?
If your target market includes Tier 2/3 India or vernacular language consumers — yes, absolutely. FMCG brands (Dabur, Marico, HUL) have been running creator campaigns on regional platforms for 3+ years and report strong awareness ROI. Fashion brands targeting mass-market price points (₹500–₹2,000 products) see excellent purchase intent from vernacular platform creator campaigns. Start with ShareChat for broad vernacular reach. Find vernacular creators for your campaigns at CreloAI.