{"id":1799,"date":"2026-04-03T11:34:54","date_gmt":"2026-04-03T06:04:54","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1799"},"modified":"2026-04-06T11:35:09","modified_gmt":"2026-04-06T06:05:09","slug":"ambuja-cement-payment-soundbox-campaign-case-study-paytunes","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/ambuja-cement-payment-soundbox-campaign-case-study-paytunes\/","title":{"rendered":"Ambuja Cement Payment Soundbox Campaign Case Study \u2013 Paytunes"},"content":{"rendered":"<h1><b>Ambuja Cement \u00d7 Paytunes: 1.26 Crore+ Impressions via Payment Soundbox Ads<\/b><\/h1>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-1800\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Ambuja-Cement-vabber-Image.jpg\" alt=\"Ambuja Cement payment soundbox advertising campaign case study by Paytunes featuring cement bag and payment soundbox device.\" width=\"1312\" height=\"736\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Ambuja-Cement-vabber-Image.jpg 1312w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Ambuja-Cement-vabber-Image-300x168.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Ambuja-Cement-vabber-Image-1024x574.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Ambuja-Cement-vabber-Image-768x431.jpg 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Ambuja-Cement-vabber-Image-150x84.jpg 150w\" sizes=\"(max-width: 1312px) 100vw, 1312px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Executive Snapshot<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Ambuja Cement partnered with Paytunes to execute a large-scale Payment Soundbox audio campaign across Punjab, Haryana, Gujarat, Rajasthan, West Bengal, Delhi NCR, and Telangana, leveraging short-format audio messaging at the precise moment of transaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The campaign activated a merchant network of <\/span><b>over 11.4 lakh payment soundboxes<\/b><span style=\"font-weight: 400;\"> across the seven states, including BharatPe and PayTM Payment soundbox devices, deployed specifically across targeted hardware stores, ensuring repeated brand exposure during real customer purchase moments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In total, the campaign delivered <\/span><b>12,694,291 impressions<\/b><span style=\"font-weight: 400;\">, surpassing the planned volume with a reach uplift of <\/span><b>1.11\u00d7<\/b><span style=\"font-weight: 400;\">. Since SoundBox audio plays automatically at the moment of payment confirmation with no skip option, every impression registered was a completed listen.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The two-month campaign ran from November 2025 through January 2026, sustaining consistent brand presence throughout the peak winter construction season and into the new year.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Brand Challenge (Context)<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Cement and building material brands operate in highly cluttered retail environments, where visual branding is often overlooked and traditional media struggles to influence customers at the final decision point.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ambuja Cement needed a medium that could:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cut through in-store noise at hardware stores, where purchase decisions for construction materials are made<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reach customers and merchants at the exact moment of payment, the highest-attention window in any retail transaction<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Build brand recall without relying on screens, active scrolling, or personal listening devices<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Extend the brand&#8217;s audio presence beyond streaming platforms and into the physical purchase environment<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Payment Soundbox audio addressed this gap by placing the Ambuja Cement brand message directly into the checkout moment at hardware stores, where cement purchasing decisions are made every day.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><b>Campaign Objectives (What Success Meant)<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Build mass, repeated brand exposure at checkout across Ambuja Cement&#8217;s key construction markets<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Leverage the payment moment to drive strong message recall among hardware merchants and their customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Deliver measurable scale through high-quality, non-skippable audio delivery<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Extend brand presence across 7 diverse states simultaneously, covering high-growth construction corridors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Complement existing digital audio activity on streaming platforms with an in-store, point-of-sale layer<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><b>Why Payment Soundbox Audio<\/b><\/h2>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audio plays during payment confirmation, when customers and merchants are already focused and attentive.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Activation across 11.4 lakh+ soundboxes across hardware stores in 7 states.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The 6-second format is non-skippable by design, every impression is a fully heard message.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hardware stores are the primary purchase channel for cement, the ad plays exactly where building material decisions are made.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audio in a shared retail environment reaches not only the merchant but also customers at the point of sale.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><b>Media Plan Overview<\/b><\/h2>\n<p><b>Inventory: <\/b><span style=\"font-weight: 400;\">Payment Soundbox audio<\/span><\/p>\n<p><b>Soundbox networks used: <\/b><span style=\"font-weight: 400;\">BharatPe and PayTM<\/span><\/p>\n<p><b>Targeted outlets: <\/b><span style=\"font-weight: 400;\">Hardware stores (hardware merchant category)<\/span><\/p>\n<p><b>Audio duration: <\/b><span style=\"font-weight: 400;\">6 seconds<\/span><\/p>\n<p><b>Campaign duration: <\/b><span style=\"font-weight: 400;\">2 months (November 2025 \u2013 January 2026)<\/span><\/p>\n<p><b>States covered: <\/b><span style=\"font-weight: 400;\">Punjab, Haryana, Gujarat, Rajasthan, West Bengal, Delhi NCR, Telangana<\/span><\/p>\n<p><b>Buy type: <\/b><span style=\"font-weight: 400;\">Cost Per Spot<\/span><\/p>\n<p><b>Key quality metric: <\/b><span style=\"font-weight: 400;\">Reach Uplift &amp; Impression Delivery vs. Plan\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><b>Geo-Level Activation &amp; Scale<\/b><\/h2>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-1801\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Geo-Level-Activation-Scale-1024x576.jpg\" alt=\"State-wise performance of Ambuja Cement soundbox campaign showing soundbox count and impressions across Gujarat, West Bengal, Rajasthan, Punjab, Haryana, Delhi NCR, and Telangana.\" width=\"640\" height=\"360\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Geo-Level-Activation-Scale-1024x576.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Geo-Level-Activation-Scale-300x169.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Geo-Level-Activation-Scale-768x432.jpg 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Geo-Level-Activation-Scale-150x84.jpg 150w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Geo-Level-Activation-Scale.jpg 1200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The campaign was geo-targeted to seven states, reaching hardware merchants across India&#8217;s most active construction markets.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The campaign activated 11,46,524 SoundBoxes across seven states, delivering a combined 46,19,594 BharatPe impressions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gujarat \u2013 2,65,853 SoundBoxes | 8,33,472 impressions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">West Bengal \u2013 2,44,196 SoundBoxes | 10,06,019 impressions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rajasthan \u2013 2,26,673 SoundBoxes | 8,79,447 impressions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Punjab \u2013 1,31,582 SoundBoxes | 5,34,024 impressions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Haryana \u2013 1,30,581 SoundBoxes | 5,58,897 impressions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Delhi NCR \u2013 81,497 SoundBoxes | 4,59,913 impressions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Telangana \u2013 66,142 SoundBoxes | 3,47,822 impressions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In addition, PayTM Soundboxes delivered <\/span><b>71,88,420 impressions<\/b><span style=\"font-weight: 400;\"> across the same seven states, bringing the combined total impressions delivered to <\/span><b>1,26,94,291, exceeding<\/b><span style=\"font-weight: 400;\"> the planned volume by <\/span><b>1.11\u00d7<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Delivery &amp; Performance Highlights<\/b><\/h2>\n<p><b>Total Impressions Delivered: <\/b><span style=\"font-weight: 400;\">1,26,94,291<\/span><\/p>\n<p><b>Reach Uplift: <\/b><span style=\"font-weight: 400;\">1.11\u00d7, confirming genuine incremental audience expansion beyond baseline hardware-category soundbox reach.\u00a0<\/span><\/p>\n<p><b>Audio Completion Rate (ACR): <\/b><span style=\"font-weight: 400;\">100%, as the non-skippable SoundBox format guarantees every impression is a fully completed listen.\u00a0<\/span><\/p>\n<p><b>Delivery vs. Plan: <\/b><span style=\"font-weight: 400;\">Impressions exceeded the planned volume, validating the depth and reliability of the hardware-category SoundBox inventory.\u00a0<\/span><\/p>\n<p><b>Campaign Consistency: <\/b><span style=\"font-weight: 400;\">Steady delivery maintained across weekdays, weekends, and the holiday period, with a notable acceleration peak in early December.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><b>Ambuja Cement Payment Soundbox Ad Execution<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The campaign deployed a 6-second Hindi and Telugu audio creative across BharatPe and PayTM SoundBox devices installed at hardware stores across the seven target states. The audio played automatically at the moment of payment confirmation, placing the Ambuja Cement brand message at the highest-attention point of every transaction.<\/span><\/p>\n<p><b>Two language variants ensured linguistic relevance:<\/b><span style=\"font-weight: 400;\"> Hindi-language audio was deployed across the six northern and western states, while a Telugu-language creative was used in Telangana, maintaining cultural and conversational familiarity with listeners in each market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><b>What Made This Campaign Strong<\/b><\/h2>\n<p><b>Scale + attention at checkout: <\/b><span style=\"font-weight: 400;\">High-frequency exposure across 11.4 lakh+ soundboxes during real hardware purchase moments<\/span><\/p>\n<p><b>Guaranteed 100% ACR: <\/b><span style=\"font-weight: 400;\">Non-skippable format means every impression counts, there is no partial listen on SoundBox<\/span><\/p>\n<p><b>Relevant outlet-level targeting: <\/b><span style=\"font-weight: 400;\">Campaign executed exclusively at hardware stores, the primary point of sale for cement and construction materials<\/span><\/p>\n<p><b>Dual-network resilience: <\/b><span style=\"font-weight: 400;\">Running across both BharatPe and PayTM ensured no geographic blind spots and maximised merchant coverage across all 7 states<\/span><\/p>\n<p><b>Delivery overperformance: <\/b><span style=\"font-weight: 400;\">Planned impressions were exceeded at a 1.11\u00d7 uplift, demonstrating robust, reliable inventory depth in the hardware-category SoundBox network<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><b>Creative Approach<\/b><\/h2>\n<p><b>Format: <\/b><span style=\"font-weight: 400;\">6-second audio creative concise, non-skippable, optimised for the checkout moment<\/span><\/p>\n<p><b>Languages: <\/b><span style=\"font-weight: 400;\">Hindi (Punjab, Haryana, Gujarat, Rajasthan, West Bengal, Delhi NCR) and Telugu (Telangana)<\/span><\/p>\n<p><b>Tone: <\/b><span style=\"font-weight: 400;\">Clear, direct, and brand-led, suited for ambient in-store retail environments<\/span><\/p>\n<p><b>Objective: <\/b><span style=\"font-weight: 400;\">Reinforce Ambuja Cement brand recall at the exact moment customers are completing hardware store transactions<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><b>Frequency: <\/b><span style=\"font-weight: 400;\">Planned average of 10 plays per device per day, sustaining brand presence through consistent repetition<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><b>Quality &amp; Measurement Controls<\/b><\/h2>\n<p><b>Audio Completion Rate (ACR) <\/b><span style=\"font-weight: 400;\">used as a core quality KPI, with 100% ACR confirmed by the non-skippable nature of SoundBox audio<\/span><\/p>\n<p><b>Reach uplift tracking <\/b><span style=\"font-weight: 400;\">to assess incremental audience delivery beyond baseline soundbox reach, confirmed at 1.11\u00d7<\/span><\/p>\n<p><b>State-wise reporting <\/b><span style=\"font-weight: 400;\">for transparency and geographic performance clarity across all 7 states<\/span><\/p>\n<p><b>Dual-vendor impression reconciliation <\/b><span style=\"font-weight: 400;\">across BharatPe and PayTM to ensure full accountability of all delivered impressions<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.paytunes.in\/spotify-ads\">Are you Looking to Advertise in Spotify?<\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Conclusion<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The Ambuja Cement \u00d7 Paytunes Payment Soundbox campaign demonstrates how 6-second audio at checkout and delivered across BharatPe and PayTM soundboxes at targeted hardware stores across 7 states and can drive both scale and quality in high-intent retail environments. With <\/span><b>1.26 crore+ impressions<\/b><span style=\"font-weight: 400;\">, a guaranteed <\/span><b>100% ACR<\/b><span style=\"font-weight: 400;\">, and a <\/span><b>1.11\u00d7 reach uplift<\/b><span style=\"font-weight: 400;\"> over the two-month campaign, Soundbox audio proved to be a powerful medium for building brand recall and consideration where it matters most, at the point where hardware merchants and their customers make construction material decisions every day.<\/span><\/p>\n<p><b>Ready to reach your audience where decisions are made? Contact PayTunes to explore SoundBox advertising for your brand.<\/b><\/p>\n<p>Also Read our Latest case Study &#8211; <a href=\"https:\/\/blog.paytunes.in\/blog\/dr-reddys-connected-audio-campaign-case-study-paytunes\/\">Dr. Reddy\u2019s Connected Audio Campaign Case Study \u2013 Paytunes<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ambuja Cement \u00d7 Paytunes: 1.26 Crore+ Impressions via Payment Soundbox [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":1800,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[204,413,425],"tags":[426,10],"ppma_author":[394],"class_list":["post-1799","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-construction-materials","category-payment-sound-box","tag-ambuja-cement-payment-soundbox-campaign-case-study","tag-paytunes","author-niikhil-admin"],"yoast_head":"<!-- This site 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