Freedom Healthy Oil x Paytunes – Siddu Jonnalagadda Telugu Audio Campaign

 

 

Cooking Up Recall in Telugu Kitchens: The Story Behind Freedom Healthy Oil’s Siddu Jonnalagadda Audio Campaign

Freedom Healthy Oil, a trusted name in South Indian kitchens, set out in April to strengthen its bond with Telugu-speaking households across Andhra Pradesh and Telangana, and it chose sound as the medium to do it. By building the campaign around popular Telugu star Siddu Jonnalagadda and running a 30-second Telugu audio spot with a companion banner across JioSaavn, YouTube Music, and Pocket FM, the brand set out to reach women aged 24 and above at the exact moments they were most receptive, while cooking, commuting, or unwinding with a favourite show. Audio was the natural fit for a category rooted in daily home routines, because it let a familiar regional voice speak directly into the listener’s day without demanding a screen, turning a focused two-week festive-season window into a sustained, attention-led conversation with the audience that matters most to the brand.

 

Winning the Trust of Telugu Home Cooks Before the Next Kitchen Purchase

• Build strong recall for Freedom Healthy Oil among Telugu-speaking women across Andhra Pradesh and Telangana.
• Reach the core home-maker audience of women aged 24 and above in their own language, at their most attentive daily moments.
• Use a familiar celebrity voice to make the message feel personal and trustworthy rather than promotional.
• Prioritise listener retention (LTR) as the primary measure of message delivery, supported by CTR and reach.
• Deliver efficiently within a focused two-week window during a culturally active season.

 

A 30-Second Telugu Audio Spot Across JioSaavn, YouTube Music, and Pocket FM: Meeting Home Cooks in Their Most Attentive Moments

• Format: a 30-second Telugu audio spot paired with a companion banner, giving both an emotional voice message and a visible brand cue.
• Platform mix: JioSaavn for mass music reach, YouTube Music for banner-supported visibility, and Pocket FM for long-form, high-attention listening.
• Language-first targeting: every asset was in Telugu, matching the audience’s everyday language for instant familiarity.
• Audience precision: delivery focused on women aged 24 and above across Andhra Pradesh and Telangana, the brand’s core kitchen decision-makers.
• Celebrity anchoring: star power from Telugu actor Siddu Jonnalagadda gave the spot recognisability and warmth from the very first second.
• Frequency planning: a target of around four exposures per listener built familiarity without overwhelming the audience.

1.17x LTR Uplift Across Two Telugu Markets: How Freedom Healthy Oil Held Listener Attention

• 1.17x LTR uplift: listener retention stood well above the industry benchmark across both Andhra Pradesh and Telangana, confirming the Telugu spot held attention almost all the way through.
• Consistent completion: retention strengthened as the campaign matured, with the strongest listening in the closing days of the run.
• 0.40x CTR: click response came in below benchmark, a familiar pattern for awareness-led audio where listeners absorb the message but are less likely to click while cooking or multitasking.
• 0.73x of target reach: the campaign covered close to three-quarters of its intended audience, with Telangana pacing ahead of Andhra Pradesh, leaving clear room to widen reach in a future run.

 

Telugu-Speaking Women, 24 and Above: The Kitchen Decision-Makers at the Heart of the Campaign

• Core audience: women aged 24 and above, the primary buyers and users of cooking oil in Telugu households.
• Language segment: fully Telugu-first delivery, ensuring cultural and linguistic relevance in every impression.
• Regional focus: two connected markets, Andhra Pradesh and Telangana, sharing a language but showing distinct listening patterns.

 

A Two-Week Sprint That Built Attention Day by Day

• Rising retention over the run: listener retention climbed steadily through the two weeks, peaking in the final days as familiarity built.
• Frequency compounding: as exposures accumulated toward the planned frequency, listeners completed more of each spot, showing recall was reinforcing over time.
• Even pacing: delivery was monitored daily and paced steadily across the window to sustain a consistent presence rather than front-loading.

 

JioSaavn, Pocket FM, and YouTube Music: How Freedom Healthy Oil’s Audio Reached Every Telugu Listener

JioSaavn

As the largest-volume platform, JioSaavn carried the bulk of the Telugu audio and delivered steady, high completion, making it the backbone of the campaign’s reach among music listeners.

Pocket FM

Pocket FM’s long-form listening environment kept the audience settled and attentive, producing dependable completion as listeners stayed immersed in their chosen content.

YouTube Music

YouTube Music added banner-supported visibility alongside the audio, giving the campaign its clearest path to clicks while still contributing solid listening.

Insight: the three-platform mix showed that a Telugu female audience listens most attentively in music and long-form audio settings, validating Paytunes’ strategy of pairing high-completion audio platforms with a banner-friendly surface for action.

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Andhra Pradesh and Telangana in Step: Where Freedom Healthy Oil’s Telugu Audio Resonated Deepest

Andhra Pradesh – 1.17x

Andhra Pradesh delivered the campaign’s strongest listening, with a 1.17x LTR uplift driven by a deeply Telugu-first audience that connected instantly with the celebrity-led spot. Reach here landed at 0.66x of target, marking it as the main market to strengthen next time.

Telangana – 1.17x

Telangana matched the strong 1.17x LTR uplift and paced ahead on reach at 0.80x of target, reflecting steady platform penetration and consistent retention as listeners stayed with the Telugu message.

 

City-Level Segmentation Across Telangana: From Metro Hubs to High-Retention Towns

Within Telangana, listening stayed strong in every city measured, from the metro hubs down to the smallest towns. Ordered by listener retention:

• Nizamabad – 1.22x LTR: the deepest listener retention of any Telangana city, with near-complete listening even at a modest delivery scale.
• Hanamkonda and Khammam – 1.18x LTR: two tier-two markets that held attention exceptionally well, showing strong Telugu-first resonance beyond the metros.
• Hyderabad – 1.17x LTR: the metro anchor that carried the largest share of listening while staying comfortably above benchmark, with a steady 0.33x CTR typical of high-volume awareness delivery.
• Medak – 1.17x LTR: consistent retention paired with one of the healthier click responses in the state at 0.77x CTR.
• Secunderabad – 1.16x LTR: the second metro hub, mirroring Hyderabad with strong listening and a measured 0.33x CTR.
• Warangal – 1.15x LTR: dependable retention supported by a moderate 0.47x CTR.
• Mahabubnagar – 1.14x LTR: reliable listening in a smaller market, holding well above benchmark.
• Karimnagar – 1.13x LTR: the standout for action, posting the strongest city CTR at 1.27x, above benchmark and signalling a clear appetite to click.
• Adilabad – 1.13x LTR: steady retention with a strong 0.83x CTR, among the best click responses in the state.
• Nalgonda – 1.13x LTR: solid listening, with clicks quiet during the measured period.
• State-wide consistency: every Telangana city cleared the LTR benchmark by at least 1.13x, confirming the Telugu creative resonated well beyond the two metros.

 

Why a Familiar Voice in Telugu Keeps Listeners to the End

• Language and familiarity drive retention: a Telugu spot voiced around a recognisable star held attention far above benchmark, proving relevance beats sheer volume for recall.
• Awareness audio trades clicks for attention: strong listening with softer clicks is the natural shape of a recall campaign, so LTR is the truer success signal here than CTR.
• Platform mix matters: high-completion music and long-form audio platforms carried retention, while a banner surface handled action.
• Reach is the growth lever: with retention already strong, widening reach is the clearest way to scale impact in the next run.

 

Covering Two Telugu Markets Fully Within a Focused Two-Week Window

• Challenge: reaching the full planned audience across both states inside a short two-week window held total reach to 0.73x of target.
• Response: Paytunes prioritised depth over spread, concentrating delivery on high-completion Telugu platforms so the audience that was reached retained the message strongly.
• Challenge: Andhra Pradesh trailed Telangana on reach.
• Response: even delivery pacing and steady frequency control kept retention consistent across both markets while the reach gap was contained.

 

Extending Reach, Deepening Vernacular, and Sequencing the Next Telugu Chapter for Freedom Healthy Oil

• Extend reach first: widen delivery or lengthen the window to lift reach closer to target, since retention is already proven strong.
• Keep the celebrity anchor: a familiar Telugu voice worked, so retain it and refresh creative variations every few days to sustain retention.
• Strengthen the click path: test clearer calls to action and sharper companion banners on YouTube Music to lift CTR without losing listening depth.
• Balance the two markets: give Andhra Pradesh added weight to close its reach gap with Telangana.
• Plan around kitchen moments: sequence future bursts around cooking and mealtime routines and festive cooking seasons for even higher relevance.

 

Freedom Oil Ad Execution –

 

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

Human attention is shrinking. The average person now decides within the first few seconds whether to keep watching or listening, and most digital messages are dismissed before they ever land. For brands built on daily trust, like the oil in a family’s kitchen, a few unseen seconds are not enough to build the recall that drives the next purchase. The question is no longer how many people a message reaches, but how many actually stay long enough to hear it.

 

Your Cooking Oil Ad Has Barely Seconds to Speak, and a Screen No One Is Watching

Banner and display ads live at the edge of a screen and are rarely looked at long enough to register. In a busy home, a static ad competes with everything else on the phone and usually loses within a second or two, leaving little behind in memory.

Video does slightly better, but it depends on eyes on a screen, which a home cook rarely has to spare. A reel is swiped past, a pre-roll is skipped, and the message is gone before the brand name is even spoken.

For an everyday kitchen brand that wins on familiarity and trust, this is the real problem: the formats that reach the most people are often the ones people forget the fastest.

Why Freedom Healthy Oil’s 30-Second In-Stream Audio Delivered 1.17x Industry LTR

Freedom Healthy Oil chose a 30-second Telugu in-stream audio spot with a companion banner, delivered while listeners were already tuned in on JioSaavn, YouTube Music, and Pocket FM. Audio does not demand a screen. It travels with the listener through cooking, chores, and downtime, which is exactly when a familiar regional voice can land and stay.

The result was a 1.17x LTR uplift, meaning the audience stayed with the message almost to the end, far beyond what a glance at a banner or a swiped reel could ever deliver.

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 (20s/30s spot)	≥18	70–95	1.17x 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 70–95 more completion events per 100 impressions than most display or short video placements.

 

Conclusion

Freedom Healthy Oil’s Telugu audio campaign showed that in a category built on daily trust, being heard fully matters more than being seen briefly. By pairing a recognisable regional voice with high-completion audio platforms and language-first targeting, the brand held listener attention at 1.17x the industry benchmark across both Andhra Pradesh and Telangana. The softer click response and the reach that landed at 0.73x of target are not shortfalls in the story but a clear map for the next chapter: retention is proven, so scale is the opportunity.

The bigger lesson is simple. When a message reaches the right people, in the right language, at the moment they are ready to listen, it does more than get delivered. It gets remembered, and that is what turns a listener into a buyer. 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 – 2baconil Digital Audio Campaign Case Study