![\"Bikaji](\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/03\/Bikaji-Banner-Image-1.jpg\")
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Bikaji, one of India\u2019s most popular traditional snack brands, is known for bringing authentic Indian flavours to households across the country. During the festive season, when snack consumption and brand competition both increase, Bikaji partnered with Paytunes to strengthen its brand presence among digital-first audiences. The campaign ran for <\/span>one month in December 2025<\/b>, focusing on listeners across key cities in Uttar Pradesh. By leveraging premium digital audio platforms and combining immersive audio storytelling with companion banners, the campaign aimed to connect with mobile-first audiences during their everyday listening moments. This collaboration highlighted how digital audio can help FMCG brands capture attention and sustain listener engagement during peak festive periods.<\/span><\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Insight: <\/b>The campaign’s engagement metrics, like LTR and CTR, 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 <\/p>\n Allahabad, Kanpur, and Meerut emerged as the strongest attention markets<\/b>, delivering the highest Listen-Through Rate uplift relative to the campaign benchmark. These cities demonstrated exceptional listener retention, indicating strong alignment between the creative messaging and local streaming behaviour.<\/span><\/p>\n <\/p>\n Major delivery hubs such as <\/span>Lucknow, Agra, and Varanasi<\/b> contributed significant reach while maintaining strong above-benchmark listening quality. These cities combined scale with consistent audience attention, ensuring broad exposure without compromising completion strength.<\/span><\/p>\n <\/p>\n Several mid-tier cities delivered strong engagement despite lower impression volumes. These markets highlight the effectiveness of audio advertising in focused listening environments where audiences tend to remain attentive throughout the ad experience.<\/span><\/p>\n <\/p>\n <\/p>\n <\/p>\n Several cities recorded strong Listen-Through Rate uplift, reflecting high attention quality and sustained message retention throughout the audio experience.<\/span><\/p>\n Allahabad delivered the highest LTR uplift across the campaign, demonstrating exceptional listener engagement and minimal drop-offs during the audio message.<\/span><\/p>\n Kanpur maintained strong completion behaviour, supported by stable streaming patterns and attentive listening environments.<\/span><\/p>\n Meerut recorded consistently high attention quality, reflecting strong resonance between the campaign messaging and the local audience.<\/span><\/p>\n Varanasi sustained strong listen-through performance, closely aligned with the campaign\u2019s overall uplift.<\/span><\/p>\n Moradabad demonstrated solid completion behaviour with reliable audience attention.<\/span><\/p>\n Agra maintained stable above-benchmark listening performance across a high delivery base.<\/span><\/p>\n As the largest delivery city, Lucknow sustained strong attention levels while delivering significant campaign reach.<\/span><\/p>\n Aligarh delivered dependable completion strength with consistent listener engagement.<\/span><\/p>\n Saharanpur maintained stable attention levels and reliable message retention.<\/span><\/p>\n Bareilly recorded slightly softer uplift relative to top cities but still maintained strong above-benchmark completion.<\/span><\/p>\n Mathura showed steady listening behaviour with minor drop-offs.<\/span><\/p>\n Ghaziabad maintained consistent completion levels with slightly lower uplift relative to leading markets.<\/span><\/p>\n Gorakhpur recorded the lowest relative uplift among campaign cities but still performed strongly above the benchmark threshold.<\/span><\/p>\n <\/p>\n The geographic performance demonstrates that <\/span>attention efficiency varied across cities but remained consistently above benchmark levels<\/b> throughout the campaign.<\/span><\/p>\n By combining <\/span>high-volume reach markets with high-attention mid-tier cities<\/b>, the campaign successfully maximized both scale and listener engagement across the region.<\/span><\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n The Problem: Fleeting Attention on Most Digital Platforms<\/b><\/p>\n <\/p>\n The Unique Edge of In-Stream Digital Audio<\/b><\/p>\n <\/p>\nObjectives<\/b><\/h2>\n
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Strategy & Execution<\/b><\/h2>\n
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Key Results & Outcomes<\/b><\/h2>\n
![\"Bikaji](\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/03\/2-1-1024x576.jpg\")
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Audience Demographics & Segmentation<\/b><\/h3>\n
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Daypart & Timing Insights<\/b><\/h3>\n
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Device Type Breakdown & Reach Strategy<\/b><\/h3>\n
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\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
\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
\n<\/span>Very minimal share (~0.6%)<\/span>
\n<\/span>Likely contributed to incidental or passive listening sessions.<\/span><\/li>\n
\n<\/span>Represented ~0.42% of impressions.<\/span>
\n<\/span>Minimal engagement; not a core device for audio-based interaction.<\/span><\/li>\n
\n<\/span>Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices.<\/span><\/li>\n
\n<\/span>Lowest delivery at ~0.14%, indicating limited usage among the campaign’s target demographic.<\/span><\/li>\n<\/ul>\nGeographic\/Regional Performance<\/b><\/h2>\n
High-Volume Cities<\/b><\/h2>\n
Emerging Attention Markets<\/b><\/h2>\n
City-Wise Segmentation<\/b><\/h1>\n
![\"Bikaji](\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/03\/1-1-1024x576.jpg\")
<\/p>\nAllahabad \u2013 1.21\u00d7<\/b><\/h3>\n
Kanpur \u2013 1.19\u00d7<\/b><\/h3>\n
Meerut \u2013 1.18\u00d7<\/b><\/h3>\n
Varanasi \u2013 1.16\u00d7<\/b><\/h3>\n
Moradabad \u2013 1.17\u00d7<\/b><\/h3>\n
Agra \u2013 1.16\u00d7<\/b><\/h3>\n
Lucknow \u2013 1.16\u00d7<\/b><\/h3>\n
Aligarh \u2013 1.16\u00d7<\/b><\/h3>\n
Saharanpur \u2013 1.16\u00d7<\/b><\/h3>\n
Bareilly \u2013 1.15\u00d7<\/b><\/h3>\n
Mathura \u2013 1.15\u00d7<\/b><\/h3>\n
Ghaziabad \u2013 1.15\u00d7<\/b><\/h3>\n
Gorakhpur \u2013 1.14\u00d7<\/b><\/h3>\n
Strategic Insight<\/b><\/h2>\n
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\n<\/span> \u2022 <\/span>Lucknow and Agra provided the scale backbone<\/b> while maintaining strong completion quality.<\/span>
\n<\/span> \u2022 Several <\/span>mid-tier cities delivered highly attentive listening environments<\/b>, reinforcing the effectiveness of targeted regional audio strategies.<\/span><\/li>\n<\/ul>\nKey Learnings & Takeaways<\/b><\/h2>\n
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Challenges & How They Were Addressed<\/b><\/h2>\n
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Recommendations for Future Campaigns<\/b><\/h2>\n
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Audio Attention in the Real Attention Economy<\/b><\/h3>\n
\n<\/span>In today\u2019s digital landscape, the battle for user attention is fiercer than ever. The average human attention span has fallen to about 8 seconds\u2014shorter than ever before. Brands must not only grab attention but also sustain it long enough for their message to drive real impact.<\/span><\/p>\n\n
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\n<\/span>The campaign saw average Listen-Through Rates (LTR) of approximately 1.08x industry norms.<\/span><\/li>\nAttention Economy Benchmarks (per 100 exposures):<\/b><\/h3>\n
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\n Platform\/Format<\/b><\/th>\n Avg. Attention (seconds)<\/b><\/th>\n Completion Rate (per 100)<\/b><\/th>\n Audio Attention Uplift<\/b><\/th>\n<\/tr>\n \n Banner\/Display Ads<\/span><\/th>\n 2\u20133<\/span><\/th>\n 12\u201318<\/span><\/th>\n 4\u20138x lower than audio<\/span><\/th>\n<\/tr>\n<\/thead>\n\n \n Short Video (Reels)<\/span><\/td>\n 5\u20139<\/span><\/td>\n 18\u201325<\/span><\/td>\n 3\u20134x lower<\/span><\/td>\n<\/tr>\n \n