Indian film industry is undergoing a drastic shift in dynamics. Bollywood was once all over the Hindi-speaking audience; now, the Hindi dubbing of South Indian cinema is taking its toll on viewers. Films like Baahubali, Pushpa, KGF, and RRR in the recent past have not only challenged the supremacy of Bollywood but also rewritten the viewership preferences and box office economics. The article explains reasons behind this phenomenon supported with facts, figures, and comparisons.
The rise of South Indian films in the Hindi belt
South Indian cinema, encompassing Tamil, Telugu, Kannada, and Malayalam film industries, was always about storytelling that has depth, big visions, and performance that captures attention. However, until the late 2010s, the cinema only appealed to regional viewers. It was when Baahubali: The Beginning came out in 2015 that South Indian cinema gained new heights and broke new benchmarks in the Hindi market.
Box Office Performance: Numbers That Speak
• Baahubali Series: Directed by S.S. Rajamouli, Baahubali: The Beginning and Baahubali: The Conclusion collectively grossed over ₹1,810 crore worldwide, with the Hindi-dubbed versions contributing a significant share. Baahubali: The Conclusion alone earned approximately ₹510 crore from its Hindi version.
• KGF Series: The Kannada film KGF: Chapter 1 took ₹⁸2⁵⁰ crore worldwide; out of it, almost ₹50 crore is from the Hindi version. The series KGF: Chapter 2 broke every record in 2022 itself, garnering over ₹434 crore only from the Hindi belt and surpassing the lifetime collections of many blockbusters of Bollywood.
• Pushpa: The Rise: The Allu Arjun-starred film was a blockbuster in 2021, garnering over ₹350 crore worldwide, with the Hindi version garnering ₹108 crore. Its popularity catapulted Allu Arjun to pan-India star status. The sequel, Pushpa 2: The Rule, has crossed over Rs.1,700 crore in box office collection worldwide, at the time of writing this article.
• RRR: Another S.S. Rajamouli magnum opus, RRR grossed over ₹1,200 crore worldwide. The Hindi version alone brought in a whopping ₹274 crore, making it one of the highest-grossing dubbed films in India.
Comparison with Bollywood Films
Conversely, most the big-budget Bollywood movies were not able to garner that level of success. A few examples are:
• Made at an estimated cost of ₹180 crores, Laal Singh Chaddha (2022), with Aamir Khan, managed to collect only ₹58 crores.
• Made at a cost of ₹175 crores, Samrat Prithviraj (2022), starring Akshay Kumar, was a significant failure, garnering just ₹76 crores worldwide.
• Shamshera (2022) did not even cross ₹50 crore in domestic collections. The cost of production was ₹.150 crores.
Reasons Behind the Success of South Indian Dubbed Movies
1. Engaging Narration and Different Storylines
South Indian filmmakers have maintained the freshness and interest in story-telling. Be it a historical epic like Baahubali, the crude, raw appeal of KGF, or the emotional value of RRR, these films connect all over the linguistic and cultural distances.
2. Mass appeal and larger-than-life characters
South Indian cinema has mastered the art of creating larger-than-life characters. Heroes like Yash (KGF), Prabhas (Baahubali), and Allu Arjun (Pushpa) are portrayed as invincible yet relatable, making them universally appealing.
3. High Production Values
The technical brilliance of South Indian films is evident in their breathtaking visuals, intricate set designs, and exceptional VFX. For instance:
• The Baahubali series featured VFX-heavy sequences that rivalled Hollywood standards.
• Action sequences in KGF and RRR were choreographed on a scale never seen before, setting new benchmarks for Indian cinema.
4. Pan-India Marketing Strategies
Producers of South Indian films have adopted aggressive marketing strategies to capture the Hindi-speaking market. By dubbing films in Hindi and releasing them simultaneously across India, they have ensured wider accessibility.
5. Music and Dialogues
Catchy songs and powerful dialogues have played a crucial role in popularizing these films. Tracks like “Srivalli” from Pushpa and “Toofan” from KGF: Chapter 2 became chartbusters, while dialogues like “Violence, violence, violence.” became cultural phenomena.
6. OTT Platforms and Digital Reach
The advent of OTT platforms has thrown open South Indian films to the Hindi-speaking audiences. Platforms such as Amazon Prime Video, Netflix, and Disney+ Hotstar have made regional films accessible and popular.
7. Bollywood’s Creative Stagnation
Bollywood has been facing criticism in the recent past for relying too much on remakes, formulaic plots, and a lack of originality. This has driven audiences to look at more innovative and engaging content, often found in South Indian cinema.
Case Studies: Fan Preference
Pushpa: The Rise
The dubbed version of Pushpa in Hindi became the cultural phenomenon, especially in the Hindi belt. Allu Arjun’s swag with mass-appealing dialogues like “Main jhukega nahi” eloped in the minds of the audience.
KGF: Chapter 2
The underdog-turned-kingpin concept of Rocky Bhai worked well for the masses. Its opening day collection in the Hindi belt was as high as ₹54 crore, and its mass appeal was the best testament for that.
The Road Ahead
The success of South Indian films dubbed in Hindi has redefined the dynamics of the Indian film industry. It has also prompted Bollywood to introspect and innovate. Several Bollywood filmmakers are now collaborating with South Indian talent, blurring the lines between regional and mainstream cinema.
Conclusion
The hegemony of South Indian films in Hindi at the box office is a testament to shifting audience preferences. Innovative storytelling, technical brilliance, and universal appeal have marked the niche of these films in the Hindi-speaking market. South Indian cinema is going from strength to strength, breaking new benchmarks in Indian filmmaking, as Bollywood wrestles with creative stagnation.
This review is contributed by Mubeen Farooqi – Chief Business Manager – Spicetree Digital Agency, a leading creative design agency in Mumbai, with an office in Dubai. Mubeen Farooqi has written the dialogue for India’s biggest 3D Animation-Live Action film “Toonpur Ka Superrhero”, featuring Ajay Devgn and Kajol, and the scripts for the social media plotagraph promos of the landmark folk horror film “Tumbbad”. He has also written the scripts of brand and social cause films. He is a self-confessed film and music buff and writes regularly on all aspects of entertainment
Disclaimer: All views and opinions expressed in The Brew Opinion – our opinion section – are those of the authors and do not necessarily reflect the official policy or position of TheBrewNews.com, the company, or any of its members.
