{"id":1290,"date":"2025-10-03T13:33:45","date_gmt":"2025-10-03T08:03:45","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1290"},"modified":"2026-04-06T04:10:54","modified_gmt":"2026-04-05T22:40:54","slug":"driving-festival-awareness-malabar-gold-diamonds-x-paytunes-audio-campaign","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/driving-festival-awareness-malabar-gold-diamonds-x-paytunes-audio-campaign\/","title":{"rendered":"Driving Festival Awareness: Malabar Gold & Diamonds \u00d7 Paytunes Audio Campaign"},"content":{"rendered":"

Malabar Gold & Diamonds \u00d7 Paytunes: Varamahalakshmi Festival Audio Campaign Case Study<\/span><\/h1>\n

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\"Malabar<\/p>\n

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Campaign Overview \/ Background<\/span><\/h2>\n

In July 2025, Malabar Gold & Diamonds partnered with Paytunes to launch a high-impact audio advertising campaign celebrating the Varamahalakshmi Festival. The campaign ran across Spotify, JioSaavn, and YouTube Music, strategically designed to amplify awareness among audiences in Bengaluru and Rest of Karnataka.<\/span><\/p>\n

The goal was to use digital audio to boost brand recall, spread festive sentiment, and connect with urban and semi-urban consumers in the critical pre-festival shopping period.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n

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  • Establish top-of-mind awareness across Karnataka.<\/span><\/li>\n
  • Ensure wide reach and frequency consistency in the run-up to the festival.<\/span><\/li>\n
  • Measure audience engagement with Paytunes core KPIs: Reach, CTR, and LTR.<\/span><\/li>\n
  • Strengthen regional brand presence while adapting communication to both urban and semi-urban audiences.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/span><\/h3>\n

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    • Multi-Platform Presence: Combined Spotify, JioSaavn, and YouTube Music to maximize audience penetration across demographics.<\/span><\/li>\n
    • Audio + Companion Banner Mix: Deliver storytelling through 30-sec audio paired with banners for visual reinforcement.<\/span><\/li>\n
    • Targeting Precision: Gender-neutral, broad age targeting (25\u201355 yrs) with playlist-level targeting to capture high-intent environments.<\/span><\/li>\n
    • Phased Rollout: Twelve-day schedule (28 July \u2013 8 Aug) covering both urban Bengaluru and Rest of Karnataka, ensuring balanced coverage.<\/span><\/li>\n<\/ul>\n

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      Key Results & Outcomes<\/span><\/h2>\n

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      • Bengaluru:<\/span><\/li>\n<\/ul>\n

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        • LTR: 1.06\u00d7 \u2013 outstanding listener retention, a sign of strong message resonance.<\/span><\/li>\n
        • CTR: 1.5\u00d7 \u2013 Performed well thanks to active listening.<\/span><\/li>\n
        • Reach: 1.01\u00d7 \u2013 near-perfect planned delivery.<\/span><\/li>\n<\/ul>\n

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          • Rest of Karnataka:<\/span><\/li>\n<\/ul>\n

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            • LTR: 1.05\u00d7 \u2013 engaged listenership maintained throughout.<\/span><\/li>\n
            • CTR: 1.45\u00d7 \u2013\u00a0 a strong uplift , showcasing active engagement<\/span><\/li>\n
            • Reach: 1.03\u00d7 \u2013\u00a0 exceeded target, outperformed Bengaluru Reach.<\/span><\/li>\n<\/ul>\n

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              \"Malabar<\/p>\n

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              Overall Campaign:<\/span><\/h3>\n
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              • Listen-Through Rate <\/b>(LTR): With a <\/span>1.05\u00d7<\/span> uplift, the campaign significantly outperformed benchmarks, showing strong audience resonance and sustained attention throughout the audio ads.<\/span><\/li>\n<\/ul>\n

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                • Click-Through Rate<\/b> (CTR): CTR achieved <\/span>1.45\u00d7<\/span> the benchmark, a strong result given that audio is primarily a background medium where users are often multitasking. This demonstrates that despite its passive nature, audio effectively drives active engagement in addition to its core strengths of recall and emotional connection.<\/span><\/li>\n<\/ul>\n

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                  • Reach:<\/b> The campaign achieved <\/span>1.03\u00d7<\/span> reach uplift, delivering slightly above the planned audience scale and proving the precision of targeting and media execution.\u00a0<\/span><\/li>\n<\/ul>\n

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                    Audience Demographics & Segmentation<\/span><\/h2>\n

                    Urban Bengaluru<\/b>: Achieved strong LTR and CTR, highlighting high engagement and resonance among city-based professionals and homemakers, while Reach was slightly below target.<\/span><\/p>\n

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                    Rest of Karnataka (Semi-Urban)<\/b>: Performed well on both LTR and CTR, while Reach surpassed expectations\u2014demonstrating not only strong engagement but also wider-than-planned audience delivery.<\/span><\/p>\n

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                    Key Insight<\/b>: While urban audiences delivered high LTR and CTR, reflecting strong engagement and brand recall, semi-urban regions outperformed on Reach, driving broader audience delivery and creating a balanced impact across regions.<\/span><\/p>\n

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                    Malabar Gold & Diamonds Ad Execution \u2013<\/h3>\n

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