Ambuja Cement × Paytunes: 1.26 Crore+ Impressions via Payment Soundbox Ads

 

 

Executive Snapshot

Ambuja Cement partnered with Paytunes to execute a large-scale Payment Soundbox audio campaign across Punjab, Haryana, Gujarat, Rajasthan, West Bengal, Delhi NCR, and Telangana, leveraging short-format audio messaging at the precise moment of transaction.

The campaign activated a merchant network of over 11.4 lakh payment soundboxes across the seven states, including BharatPe and PayTM Payment soundbox devices, deployed specifically across targeted hardware stores, ensuring repeated brand exposure during real customer purchase moments.

In total, the campaign delivered 12,694,291 impressions, surpassing the planned volume with a reach uplift of 1.11×. Since SoundBox audio plays automatically at the moment of payment confirmation with no skip option, every impression registered was a completed listen.

The two-month campaign ran from November 2025 through January 2026, sustaining consistent brand presence throughout the peak winter construction season and into the new year.

 

Brand Challenge (Context)

Cement and building material brands operate in highly cluttered retail environments, where visual branding is often overlooked and traditional media struggles to influence customers at the final decision point.

Ambuja Cement needed a medium that could:

• Cut through in-store noise at hardware stores, where purchase decisions for construction materials are made
• Reach customers and merchants at the exact moment of payment, the highest-attention window in any retail transaction
• Build brand recall without relying on screens, active scrolling, or personal listening devices
• Extend the brand’s audio presence beyond streaming platforms and into the physical purchase environment

 

Payment Soundbox audio addressed this gap by placing the Ambuja Cement brand message directly into the checkout moment at hardware stores, where cement purchasing decisions are made every day.

 

Campaign Objectives (What Success Meant)

• Build mass, repeated brand exposure at checkout across Ambuja Cement’s key construction markets
•  Leverage the payment moment to drive strong message recall among hardware merchants and their customers
•  Deliver measurable scale through high-quality, non-skippable audio delivery
•  Extend brand presence across 7 diverse states simultaneously, covering high-growth construction corridors
•  Complement existing digital audio activity on streaming platforms with an in-store, point-of-sale layer

 

 

Why Payment Soundbox Audio

 

• Audio plays during payment confirmation, when customers and merchants are already focused and attentive.
• Activation across 11.4 lakh+ soundboxes across hardware stores in 7 states.
• The 6-second format is non-skippable by design, every impression is a fully heard message.
• Hardware stores are the primary purchase channel for cement, the ad plays exactly where building material decisions are made.
• Audio in a shared retail environment reaches not only the merchant but also customers at the point of sale.

 

 

Media Plan Overview

Inventory: Payment Soundbox audio

Soundbox networks used: BharatPe and PayTM

Targeted outlets: Hardware stores (hardware merchant category)

Audio duration: 6 seconds

Campaign duration: 2 months (November 2025 – January 2026)

States covered: Punjab, Haryana, Gujarat, Rajasthan, West Bengal, Delhi NCR, Telangana

Buy type: Cost Per Spot

Key quality metric: Reach Uplift & Impression Delivery vs. Plan 

 

Geo-Level Activation & Scale

 

 

The campaign was geo-targeted to seven states, reaching hardware merchants across India’s most active construction markets. 

The campaign activated 11,46,524 SoundBoxes across seven states, delivering a combined 46,19,594 BharatPe impressions:

• Gujarat – 2,65,853 SoundBoxes | 8,33,472 impressions
• West Bengal – 2,44,196 SoundBoxes | 10,06,019 impressions
• Rajasthan – 2,26,673 SoundBoxes | 8,79,447 impressions
• Punjab – 1,31,582 SoundBoxes | 5,34,024 impressions
• Haryana – 1,30,581 SoundBoxes | 5,58,897 impressions
• Delhi NCR – 81,497 SoundBoxes | 4,59,913 impressions
• Telangana – 66,142 SoundBoxes | 3,47,822 impressions

In addition, PayTM Soundboxes delivered 71,88,420 impressions across the same seven states, bringing the combined total impressions delivered to 1,26,94,291, exceeding the planned volume by 1.11×.

 

Delivery & Performance Highlights

Total Impressions Delivered: 1,26,94,291

Reach Uplift: 1.11×, confirming genuine incremental audience expansion beyond baseline hardware-category soundbox reach. 

Audio Completion Rate (ACR): 100%, as the non-skippable SoundBox format guarantees every impression is a fully completed listen. 

Delivery vs. Plan: Impressions exceeded the planned volume, validating the depth and reliability of the hardware-category SoundBox inventory. 

Campaign Consistency: Steady delivery maintained across weekdays, weekends, and the holiday period, with a notable acceleration peak in early December.

 

Ambuja Cement Payment Soundbox Ad Execution

The campaign deployed a 6-second Hindi and Telugu audio creative across BharatPe and PayTM SoundBox devices installed at hardware stores across the seven target states. The audio played automatically at the moment of payment confirmation, placing the Ambuja Cement brand message at the highest-attention point of every transaction.

Two language variants ensured linguistic relevance: Hindi-language audio was deployed across the six northern and western states, while a Telugu-language creative was used in Telangana, maintaining cultural and conversational familiarity with listeners in each market.

 

 

What Made This Campaign Strong

Scale + attention at checkout: High-frequency exposure across 11.4 lakh+ soundboxes during real hardware purchase moments

Guaranteed 100% ACR: Non-skippable format means every impression counts, there is no partial listen on SoundBox

Relevant outlet-level targeting: Campaign executed exclusively at hardware stores, the primary point of sale for cement and construction materials

Dual-network resilience: Running across both BharatPe and PayTM ensured no geographic blind spots and maximised merchant coverage across all 7 states

Delivery overperformance: Planned impressions were exceeded at a 1.11× uplift, demonstrating robust, reliable inventory depth in the hardware-category SoundBox network

 

Creative Approach

Format: 6-second audio creative concise, non-skippable, optimised for the checkout moment

Languages: Hindi (Punjab, Haryana, Gujarat, Rajasthan, West Bengal, Delhi NCR) and Telugu (Telangana)

Tone: Clear, direct, and brand-led, suited for ambient in-store retail environments

Objective: Reinforce Ambuja Cement brand recall at the exact moment customers are completing hardware store transactions

 Frequency: Planned average of 10 plays per device per day, sustaining brand presence through consistent repetition

 

Quality & Measurement Controls

Audio Completion Rate (ACR) used as a core quality KPI, with 100% ACR confirmed by the non-skippable nature of SoundBox audio

Reach uplift tracking to assess incremental audience delivery beyond baseline soundbox reach, confirmed at 1.11×

State-wise reporting for transparency and geographic performance clarity across all 7 states

Dual-vendor impression reconciliation across BharatPe and PayTM to ensure full accountability of all delivered impressions

 

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Conclusion

The Ambuja Cement × Paytunes Payment Soundbox campaign demonstrates how 6-second audio at checkout and delivered across BharatPe and PayTM soundboxes at targeted hardware stores across 7 states and can drive both scale and quality in high-intent retail environments. With 1.26 crore+ impressions, a guaranteed 100% ACR, and a 1.11× reach uplift over the two-month campaign, Soundbox audio proved to be a powerful medium for building brand recall and consideration where it matters most, at the point where hardware merchants and their customers make construction material decisions every day.

Ready to reach your audience where decisions are made? Contact PayTunes to explore SoundBox advertising for your brand.

Also Read our Latest case Study – Dr. Reddy’s Connected Audio Campaign Case Study – Paytunes