Breaking the Silence on Quitting: The Brief Behind 2baconil’s Digital Audio Campaign Across 18 Indian Cities

2baconil, India’s leading nicotine patch brand by Rusan Pharma, partnered with Paytunes to launch a sustained digital audio campaign from January to March 2026. In a category where advertising is restricted, stigmatised, and often invisible in mainstream media, 2baconil needed to reach health-conscious urban adults with a clear and supportive message about smoking cessation. The campaign was activated across YouTube Music, JioSaavn, Pocket FM, Zeno Radio, and 850+ partner apps, targeting men and women aged 25 to 45 across 18 Indian cities including Mumbai, Delhi, Bengaluru, Chennai, Hyderabad, Kolkata, Pune, Ahmedabad, and Kochi. Using 30-second in-stream audio ads with companion banners and multi-language creatives in Hindi, Tamil, Kannada, Telugu, and Bengali, the campaign delivered a strong 1.13x LTR uplift and a standout 2.53x CTR uplift, proving that digital audio can be a powerful channel for sensitive healthcare messaging that demands both attention and discretion.

Reaching India’s Urban Smokers with a Private, Non-Intrusive Quit-Smoking Message

• Build brand awareness for 2baconil’s nicotine patch among health-conscious adults in India’s top metro and tier-1 cities.
• Maximise listener retention (LTR) as the primary performance indicator, ensuring the quit-smoking message was heard in full.
• Drive click-through action via companion banners to guide listeners toward product discovery and purchase consideration.
• Achieve broad multi-city reach across 18 Indian cities, connecting with smokers and their families in private, non-judgmental listening moments.
• Maintain consistent frequency across a multi-month campaign without causing listener fatigue in a sensitive healthcare category.
  

Five-Language Audio Across YouTube Music, JioSaavn, Pocket FM, Zeno Radio, and 850+ Apps: Reaching Health-Conscious Listeners in Private Moments

• Activated across YouTube Music, JioSaavn, Pocket FM, Zeno Radio, and 850+ partner apps, combining premium music streaming, podcast, and in-app audio environments for maximum urban reach.
• Delivered in five languages: Hindi, Tamil, Kannada, Telugu, and Bengali, ensuring vernacular relevance across India’s linguistically diverse metro audiences.
• Targeted men and women aged 25 to 45, reflecting 2baconil’s core audience of working professionals and health-aware adults considering smoking cessation.
• Covered 18 cities across India: Mumbai, Pune, Ahmedabad, Hyderabad, Bengaluru, Chennai, Kolkata, New Delhi, Bhopal, Amritsar, Bhubaneswar, Chandigarh, Jaipur, Faridabad, Ghaziabad, Kochi, Lucknow, and Jamshedpur.
• Deployed 30-second in-stream audio ads with clickable companion banners, pairing an intimate audio message with a clear visual path to learn more or purchase.
• Leveraged the private, personal nature of audio to deliver a sensitive health message without the public-facing visibility of display or video advertising, making it ideal for a stigma-adjacent category.
• Continuously monitored and optimised through the Paytunes dashboard, adjusting delivery pacing across cities and platforms throughout the campaign.

1.13x LTR Uplift and 2.53x CTR Uplift: How 2baconil Measured Audio Success Across 18 Cities

 

 

• Listen-Through Rate (LTR) delivered a strong 1.13x uplift, indicating high listener retention and effective creative resonance across all five language variants and 18 cities.
• Click-Through Rate (CTR) achieved an exceptional 2.53x uplift, the campaign’s standout metric, reflecting strong audience intent and active interest in the quit-smoking proposition.
• Reach delivered at 1.00x target, confirming precise delivery against plan across all 18 markets.
• The 2.53x CTR uplift is significant for healthcare advertising, where click-through is often suppressed by category sensitivity. The result suggests that audio’s private, non-intrusive format encourages listeners to take action on health-related messages they might ignore in visual formats.
• Consistent LTR performance across languages validated the multi-lingual creative strategy, confirming that the quit-smoking message resonated equally well across Hindi, Tamil, Kannada, Telugu, and Bengali audiences.

Health-Conscious Urban Adults Aligned with 2baconil’s Quit-Smoking Audience Profile

• Targeted men and women aged 25 to 45 across India’s top metro and tier-1 cities, reflecting the core demographic of adults most likely to be considering smoking cessation.
• Gender-inclusive targeting ensured the campaign reached not only smokers themselves but also family members and partners who influence quit-smoking decisions.
• Five-language creative suite in Hindi, Tamil, Kannada, Telugu, and Bengali ensured cultural and linguistic alignment across every target city.
• Urban, digitally active listeners consuming content on music streaming and podcast platforms matched the profile of health-aware professionals open to cessation solutions.

January to March: How 2baconil’s Audio Presence Aligned with New Year Quit-Smoking Resolutions

• Campaign ran from January to March 2026, strategically aligned with India’s peak quit-smoking resolution period when health motivation is highest.
• January launch timing capitalised on the New Year resolution effect, reaching listeners when intent to quit smoking is at its annual peak.
• LTR remained consistently strong across all three months, with no signs of listener fatigue despite sustained multi-month delivery.
• CTR performance strengthened over time, suggesting that repeated exposure built familiarity and trust, lowering the barrier for listeners to click through and explore the product.
• Frequency levels were well-balanced across the campaign, maintaining consistent presence without over-delivering to any single listener segment.
  

Music Streaming, Podcasts, and In-App Audio: How 2baconil’s Message Reached Listeners Across Every Digital Touchpoint

YouTube Music

Served as a key reach driver with strong completion behaviour, delivering the campaign into music listening sessions where audience attention is sustained and uninterrupted. YouTube Music’s broad urban penetration ensured the quit-smoking message reached listeners across all 18 target cities.

JioSaavn

Contributed significant delivery across both Hindi-belt and regional markets. JioSaavn’s strength among India’s mainstream streaming audience provided deep reach into the 25-to-45 demographic, complementing YouTube Music’s coverage with additional vernacular penetration.

Pocket FM

Delivered highly attentive, long-session listeners through its audio storytelling format. For a healthcare message that benefits from being heard in full, Pocket FM’s extended listening sessions created an ideal environment for 30-second in-stream ads to deliver complete message recall.

Zeno Radio and 850+ Partner Apps

Extended the campaign’s reach into niche and long-tail audio environments, capturing listeners across internet radio and in-app audio placements. These channels provided incremental reach among audiences not captured by mainstream streaming platforms, adding breadth and frequency to the overall delivery.

Insight: The campaign’s exceptional 2.53x CTR uplift was driven by the combination of high-attention audio environments and a companion banner that offered a clear, private call-to-action, validating Paytunes’ strategy of pairing audio creative with visual interaction in sensitive healthcare categories.

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Bengaluru and Kolkata Lead: Where 2baconil’s Quit-Smoking Audio Resonated Deepest

Bengaluru, Kolkata, and the southern metro markets recorded the strongest attention quality, delivering the highest listen-through uplift across the campaign. These cities demonstrated strong alignment between the vernacular audio creative and local listening behaviour, resulting in superior completion rates and sustained listener attention.

 

High-Volume Metros

Cities such as Mumbai, Delhi, and Hyderabad contributed significant delivery scale while maintaining stable above-benchmark attention levels. These markets played a critical role in ensuring broad urban reach without compromising listening quality.

 

Emerging Attention Markets

Several tier-1 and emerging cities delivered strong relative LTR uplift, highlighting the effectiveness of audio advertising in focused listening environments where audiences are more attentive and receptive to health-related messaging.

 

City-Wise Segmentation

Bengaluru – 1.15x

Bengaluru delivered the highest LTR uplift across the campaign, driven by its digitally mature, health-conscious listener base. The Kannada and English-consuming audience showed strong receptivity to the quit-smoking message, with the city’s high streaming platform adoption contributing to consistently strong completion rates.

 

Kolkata – 1.14x

Kolkata recorded the second-highest LTR uplift, with the Bengali-language creative performing exceptionally well among the city’s engaged listener base. Kolkata’s strong podcast and music streaming culture created an attentive environment for healthcare messaging.

 

Chennai – 1.13x

Chennai delivered strong listener retention driven by the Tamil-language creative. The city’s health-aware urban population and growing digital audio consumption made it a natural fit for 2baconil’s message, with listeners completing the ad at consistently high rates.

 

Hyderabad – 1.13x

Hyderabad matched the campaign average with solid listening quality, with the Telugu-language creative connecting effectively with the city’s bilingual, digitally active audience. The market showed consistent completion behaviour across both music and podcast platforms.

 

Delhi – 1.13x

Delhi contributed significant delivery scale while maintaining strong listening quality. The Hindi-language creative resonated well with the capital’s large and diverse listener base, with the city’s high smartphone penetration supporting consistent audio consumption.

 

Mumbai – 1.13x

Mumbai delivered the campaign’s largest impression volume while maintaining benchmark-level LTR performance. The city’s massive and diverse streaming audience ensured broad reach across the target demographic, with the Hindi-language creative driving consistent completion rates across music, podcast, and in-app audio environments.

Why Audio Outperforms for Healthcare Brands: 2baconil’s Listener Retention and Click-Through Insight

• Digital audio’s private, non-intrusive nature makes it uniquely suited for sensitive healthcare categories where listeners may avoid clicking on visible display or video ads but feel comfortable interacting with audio in personal listening moments.

• The 2.53x CTR uplift is exceptional for healthcare advertising, demonstrating that companion banners paired with audio can drive meaningful action even in categories where click-through is traditionally low.

• Multi-language creatives delivered consistent LTR across all five languages, proving that vernacular audio is essential for healthcare brands seeking to communicate with trust and familiarity.

• The January to March campaign window capitalised on quit-smoking seasonality, with the New Year resolution period delivering heightened receptivity to the cessation message.

• Sustained multi-month delivery did not cause listener fatigue, confirming that well-paced audio campaigns can run across extended windows in healthcare without diminishing returns.

Delivering a Sensitive Health Message Across 18 Cities and Five Languages Without Compromising Listener Trust

• Navigating healthcare advertising sensitivity required a creative approach that was informative and supportive rather than alarmist, ensuring the quit-smoking message felt empowering rather than confrontational.
• Coordinating delivery across 18 cities and five languages required granular market-level pacing to ensure each city received its planned impression share with the correct language variant.
• Maintaining consistent LTR quality across both high-volume metros like Mumbai and Delhi and smaller markets like Bhopal and Jamshedpur was addressed through platform-level optimisation and continuous dashboard monitoring.
• Balancing reach across YouTube Music, JioSaavn, Pocket FM, Zeno Radio, and 850+ apps with different audience profiles and inventory dynamics was managed through real-time allocation reviews and weekly optimisation cycles.

Seasonal Quit-Smoking Campaigns, Retargeting High-Intent Listeners, and Deeper Vernacular Creative: 2baconil’s Next Audio Chapter

• Align future campaigns with additional quit-smoking trigger moments, such as World No Tobacco Day (May), the Diwali clean-living push, and health-awareness months, to maintain year-round relevance.
• Introduce retargeting of high-CTR listeners through sequential audio creatives that move listeners from awareness to purchase, offering testimonials, usage guidance, or pharmacy location information.
• Deepen regional creative customisation beyond language translation to include city-specific scenarios and culturally relevant health narratives.
• Expand the language palette to include Marathi, Gujarati, and Malayalam to capture additional metro audiences in Pune, Ahmedabad, and Kochi in their preferred language.
• Test interactive audio formats such as voice-activated responses or quiz-based creatives to further capitalise on the exceptional click-through behaviour already demonstrated.

Why Healthcare Brands Cannot Afford to Be Ignored in 8 Seconds: A Paytunes Perspective

In today’s digital landscape, the battle for user attention is fiercer than ever. The average human attention span has fallen to about 8 seconds, shorter than ever before. For healthcare brands, where trust, comprehension, and sensitivity are paramount, capturing and holding attention long enough to communicate a meaningful health message is the single most critical challenge in digital advertising. Brands must not only grab attention but also sustain it long enough for their message to drive real consideration and action.

Your Health Ad Has 2 Seconds to Speak. Here’s Why That’s Not Enough

Banner and display ads on websites usually keep user focus for only 1.6 to 2.6 seconds before they are ignored or scrolled past. For a product like a nicotine patch, that window is far too narrow to build trust, communicate benefits, or overcome the stigma associated with smoking cessation.

 

Short-form video ads and reels hold attention for about 7 to 9 seconds on average before users swipe away or skip. This fleeting window may work for impulse products, but for healthcare brands selling personal transformation and long-term wellbeing, it translates to lower recall and minimal action. Worse, visible display ads about smoking cessation can feel intrusive in public browsing contexts, reducing the likelihood of clicks.

Why 2baconil’s 30-Second In-Stream Audio Delivered 1.13x Industry LTR and 2.53x CTR

In the 2baconil campaign, only 30-second in-stream digital audio ads (accompanied by clickable companion banners) were deployed across YouTube Music, JioSaavn, Pocket FM, Zeno Radio, and 850+ partner apps. No other audio or video formats were part of the strategy.

 

Here’s why it matters: the campaign saw Listen-Through Rates of approximately 1.13x industry norms, and Click-Through Rates of 2.53x industry benchmarks. This means a substantial share of the audience listened all the way through and then actively clicked to learn more, far higher than what visual formats deliver in the same time frame. For a healthcare product where privacy and discretion influence behaviour, audio’s intimate, personal format created a uniquely effective channel.

 

Attention Economy Benchmarks (per 100 exposures):

Platform/Format	Avg. Attention (seconds)	Completion Rate (per 100)	Audio Attention Uplift
Banner/Display Ads	2–3	12–18	4–8x lower than audio
Short Video (Reels)	5–9	18–25	3–4x lower
Full Video (In-Stream)	7–10	15–25	3–5x lower
Audio (30s spot)	≥18	70–95	1.13x higher

 

• Banner ads are rarely noticed long enough to reinforce a message, leading to weak recall.
• Short-form video and reels offer a slightly longer window but are quickly dismissed with a swipe.
• 30-second digital audio ads command undistracted, multitasking-friendly attention, leading to 70 to 95 more completion events per 100 impressions than most display or short video placements.

Conclusion

This campaign highlights how digital audio can break through the barriers that limit healthcare advertising, delivering both sustained attention and active listener response in a category where trust and discretion are everything. By combining strong listener retention with an exceptional 2.53x CTR uplift across 18 Indian cities, five languages, and multiple audio platforms, 2baconil successfully demonstrated that audio is not just a reach channel for healthcare brands. It is a conversion channel. The private, non-intrusive nature of audio gave listeners the space to receive, process, and act on a sensitive health message in a way that visual formats simply cannot match.

 

If you want your brand to achieve similar impact through high-attention audio experiences, partner with Paytunes and start building meaningful listener connections today.

Also Read – How Shriram Finance Achieved 1.15x LTR

S. Chand Audio Campaign: 1.17x LTR Across North India

FAQ’s

 

Q: Why is digital audio particularly suited for a sensitive healthcare product like 2baconil?
A: Audio advertising reaches listeners in private, personal moments — through headphones during commutes, at home, or during solo tasks — making it ideal for health-related messaging that people may hesitate to interact with in visible display or video formats. The campaign’s exceptional 2.53x CTR uplift confirms that listeners felt comfortable taking action on a quit-smoking message delivered through this intimate, non-intrusive channel.

Q: How did the campaign maintain consistent performance across 18 cities and five languages?
A: Paytunes used granular city-level pacing and platform-level optimisation across YouTube Music, JioSaavn, Pocket FM, Zeno Radio, and 850+ partner apps, with each city receiving its planned impression share in the correct language variant. The result was a consistent 1.13x LTR uplift across all markets, with Bengaluru (1.15x) and Kolkata (1.14x) leading in listener retention.