{"id":1439,"date":"2025-11-14T15:03:26","date_gmt":"2025-11-14T09:33:26","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1439"},"modified":"2026-04-06T03:56:30","modified_gmt":"2026-04-05T22:26:30","slug":"how-nilkamal-achieved-strong-attention-engagement-with-paytunes-digital-audio-strategy","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/how-nilkamal-achieved-strong-attention-engagement-with-paytunes-digital-audio-strategy\/","title":{"rendered":"How Nilkamal Achieved Strong Attention & Engagement with Paytunes\u2019 Digital Audio Strategy"},"content":{"rendered":"

Case Study: Nilkamal \u00d7 Paytunes Digital Audio Campaign<\/span><\/h1>\n

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\"Nilkamal<\/p>\n

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

In October, 2024, Nilkamal, one of India\u2019s most trusted home and furniture brands, collaborated with Paytunes to run a 20-day digital audio campaign across Bengaluru and Hyderabad. The campaign used 30-second audio ads paired with companion banners in Kannada and Telugu to maximise attention, reach, and response. Delivery spanned JioSaavn, Wynk, YouTube, and programmatic audio partners to ensure scale, premium listening environments, and seamless routing to city-specific landing pages. The approach focused on efficient frequency, strong completion rates, and responsive clicks to local offers and store discovery.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
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  • Maximize high-quality Reach across both metros without unnecessary frequency build-up.<\/span><\/li>\n
  • \u00a0Maintaining strong LTR while driving CTR on companion banners to confirm message clarity and creative impact.<\/span><\/li>\n
  • Compare performance across platforms and cities to guide future allocation and localization for Nilkamal.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/span><\/h3>\n
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    • A city-first approach using localized language creatives and metro-specific landing pages to reduce friction, strengthen LTR through relevance, and improve post-click intent.<\/span><\/li>\n
    • A diversified platform mix designed to support LTR and CTR together: JioSaavn and Wynk for strong LTR and consistent completions, YouTube for higher CTR responsiveness, and programmatic audio for incremental Reach and cost control.<\/span><\/li>\n
    • Day-level pacing optimization to maintain stable LTR, build steady momentum, and manage frequency effectively while supporting overall delivery.<\/span><\/li>\n<\/ul>\n

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      Key Results & Outcomes<\/span><\/h3>\n

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      \"Key<\/p>\n

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      • LTR uplift:<\/b> 1.05x<\/b>, indicating a positive improvement in listen-through rates while scaling delivery.<\/span>
        \n<\/span><\/li>\n
      • CTR uplift:<\/b> 1.97x<\/b>, reflecting a significant increase in click responsiveness driven by companion banners and platform mix.<\/span><\/li>\n
      • Reach uplift:<\/b> 1.00x<\/b>, showing broad saturation within planned audiences with disciplined frequency.<\/span>
        \n<\/span><\/li>\n<\/ul>\n

        Note: Paytunes evaluates LTR and CTR as core engagement indicators; here, Reach and CTR represent the primary outcome metrics.<\/span><\/i><\/p>\n

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        Audience Demographics & Segmentation<\/span><\/h3>\n

        Targeting focused on audiences aged 25\u201344 across both genders, including key affinity groups. Aligning creatives with local languages (Kannada and Telugu) improved relevance and helped maintain LTR while boosting CTR. Bengaluru showed higher CTR sensitivity, whereas Hyderabad delivered more stable LTR patterns.<\/span><\/p>\n

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        Nilkamal Ad Execution<\/h3>\n

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