Does Hindi cinema try to connect to the rest of India?

I have been hearing and reading about how Bollywood is the face of Indian cinema. This sometimes goes as far as to mean that there are no movies made in other Indian languages at all. I agree that Bollywood is probably the largest movie industry in India. Hindi being the national language, I agree that Hindi cinemas do have more national reach than a regional language cinema.

But, on their part, have Hindi movie directors/script writers/music directors etc tried to connect to the rest of India, especially the south and the north east?
There has rarely been a movie that has its story/subject based on people from the south/north east, that reflects the culture from the south/north east, that showcases the music of south/north east. The stories/subjects have always been focused on the Hindi heartland (including Punjab) with sole exceptions of Gujarat and Bengal.
I do understand that major returns for Hindi movies, in terms of popularity and revenues, come from the Hindi heartland. So its obvious for a producer/director to put their mouth where the money is. But, if Bollywood is to be known as the face of Indian cinema, then isn't it moral responsibility of the industry to connect to the whole of India ? The Non-Hindi heartland may not be the main market for Hindi movies right now, but it definitely could be a market to expand. Considering that movies are the most popular source of entertainment in India, this could help in popularising the national language and bringing in some commonality in the midst of existing diversity.