{"id":1494,"date":"2025-12-15T21:17:55","date_gmt":"2025-12-15T15:47:55","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1494"},"modified":"2026-04-06T03:49:32","modified_gmt":"2026-04-05T22:19:32","slug":"sujata-mixer-x-paytunes-audio-advertising-case-study","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/sujata-mixer-x-paytunes-audio-advertising-case-study\/","title":{"rendered":"Sujata Mixer \u00d7 Paytunes Audio Advertising Case Study"},"content":{"rendered":"

Sujata Mixer\u2019s Kerala Festive Audio Campaign: A Performance-Driven Case Study<\/span><\/h1>\n

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\"Sujata<\/p>\n

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Introduction<\/span><\/h2>\n

Sujata is one of India\u2019s most trusted kitchen appliance brands, known for its powerful mixers and long-lasting performance across households. Ahead of the festive period in Kerala, the brand partnered with Paytunes for a focused 16-day digital audio initiative in August. The goal was to connect with active consumers in the 25\u201344 age group and reinforce Sujata\u2019s strength, reliability, and everyday relevance. This case study highlights how a simple audio-first strategy, combined with companion banners and precise mobile targeting, generated strong listen-through quality and effective engagement across key Kerala markets.<\/span><\/p>\n

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

This regional audio campaign used 20-second creatives paired with companion banners across premium streaming apps and gaming inventory. Paytunes activated parallel male and female targeting streams on JioSaavn, Wynk, Pocket FM, Zeno Radio, and 850+ audio apps to ensure wide coverage and balanced delivery within the 25\u201344 audience.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
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  • Maximize efficient audio reach among 25\u201344 audiences in Kerala while improving CTR on companion banners through relevant placements and controlled frequency.<\/span><\/li>\n
  • Maintain strong LTR as the primary indicator of message fit and listener completion across mid-length audio ads.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/span><\/h3>\n
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    • A dual-line-item structure by gender, with equal budgets and identical impression goals, enabled a clear comparison of responsiveness and dynamic adjustments as needed.<\/span><\/li>\n
    • A multi-platform supply approach ensured scale across major music apps and select audio networks.<\/span><\/li>\n
    • Daily monitoring of LTR, CTR, and pacing helped refine delivery and protect completion quality.<\/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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        \n
      • The campaign achieved an LTR uplift of <\/span>1.08\u00d7<\/b>, demonstrating that a strong share of listeners completed the audio message.<\/span><\/li>\n
      • The CTR uplift reached <\/span>3.20\u00d7<\/b>, indicating that the companion banners effectively encouraged users to take action.<\/span><\/li>\n
      • The reach uplift stood at <\/span>1.00\u00d7<\/b>, confirming that the campaign successfully maintained its planned audience scale.<\/span><\/li>\n<\/ul>\n

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        Device Type Breakdown & Reach Strategy<\/span><\/h3>\n
          \n
        • Mobile Android<\/b>
          \n<\/span>Dominated delivery with ~87.74% share of total impressions.<\/span>
          \n<\/span>Primary driver of LTR and CTR uplift across the campaign.<\/span><\/li>\n
        • Mobile iOS<\/b>
          \n<\/span>Accounted for ~10.92% share, representing the second-largest contributor.<\/span>
          \n<\/span>Played a key role in complementing Android reach, especially among premium users.<\/span><\/li>\n
        • Tablet (Android)<\/b>
          \n<\/span>Very minimal share (~0.6%)<\/span>
          \n<\/span>Likely contributed to incidental or passive listening sessions.<\/span><\/li>\n
        • Desktop (Other)<\/b>
          \n<\/span>Represented ~0.42% of impressions.<\/span>
          \n<\/span>Minimal engagement; not a core device for audio-based interaction.<\/span><\/li>\n
        • Smart Home Devices \/ Smart Watches<\/b>
          \n<\/span>Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices.<\/span><\/li>\n
        • Tablet (iPad)<\/b>
          \n<\/span>Lowest delivery at ~0.14%, indicating limited usage among the campaign’s target demographic.<\/span><\/li>\n<\/ul>\n

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          Insight: <\/b>The campaign’s engagement metrics, like LTR and CTR,<\/span> were primarily driven by mobile-first consumption, validating Paytunes\u2019 strategy of focusing on audio delivery across smartphones, where user attention and interaction were most consistent.<\/span><\/p>\n

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          Sujata Mixer Ad Execution<\/h3>\n

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