{"id":1811,"date":"2026-04-24T17:58:55","date_gmt":"2026-04-24T12:28:55","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1811"},"modified":"2026-04-24T17:58:55","modified_gmt":"2026-04-24T12:28:55","slug":"png-jewellers-paytunes-campaign-digital-audio-case-study","status":"publish","type":"post","link":"https:\/\/paytunes.in\/blog\/png-jewellers-paytunes-campaign-digital-audio-case-study\/","title":{"rendered":"PNG Jewellers Paytunes Campaign | Digital Audio Case Study"},"content":{"rendered":"<h1><span style=\"font-weight: 400;\">PNG Jewellers Paytunes Campaign: How Digital Audio Achieved 1.70\u00d7 CTR Across 10 Cities<\/span><\/h1>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-1818\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Banner-Image-PNG-Jewellers-1.jpg\" alt=\"PNG Jewellers Paytunes campaign banner featuring gold jewellery on navy silk with both brand logos\" width=\"1312\" height=\"736\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Banner-Image-PNG-Jewellers-1.jpg 1312w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Banner-Image-PNG-Jewellers-1-300x168.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Banner-Image-PNG-Jewellers-1-1024x574.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Banner-Image-PNG-Jewellers-1-768x431.jpg 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Banner-Image-PNG-Jewellers-1-150x84.jpg 150w\" sizes=\"(max-width: 1312px) 100vw, 1312px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">PNG Jewellers, one of India\u2019s most trusted fine jewellery brands, partnered with paytunes in March 2026 to explore how digital audio can move beyond awareness and drive real engagement. The <\/span><b>6-day campaign (25th to 30th March 2026)<\/b><span style=\"font-weight: 400;\"> was executed across ten cities, including Mumbai, Pune, Kanpur, Gorakhpur, and Varanasi. Using non-skippable 30-second Hindi audio ads paired with companion banners across premium platforms, the campaign aimed to connect with aspirational urban audiences during everyday listening moments. The result was strong listener attention, consistent engagement across all cities, and a clear demonstration that audio can drive both recall and action at scale.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Reaching the Aspirational Urban Jewellery Buyer Before the Festive Window Opens<\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Maintain a <\/span><b>Listen-Through Rate (LTR)<\/b><span style=\"font-weight: 400;\"> above benchmark across all ten cities, ensuring strong listener attention and message completion.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Achieve a <\/span><b>Click-Through Rate (CTR)<\/b><span style=\"font-weight: 400;\"> above industry benchmark, proving that digital audio can drive active engagement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Deliver scalable reach across multiple cities without compromising performance quality.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Establish digital audio as an effective channel for premium jewellery marketing.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">30-Second Hindi Audio on Spotify, YouTube Music, and JioSaavn: Targeting Aspirational Urban Listeners Aged 22+ Across Ten Cities<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A simultaneous multi-platform deployment across Spotify, YouTube Music, and JioSaavn ensured near-comprehensive coverage of India\u2019s premium digital audio audience \u2014 eliminating inventory blind spots across all ten cities.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The non-skippable audio ad + companion banner format was chosen deliberately: the audio guaranteed message delivery, while the companion banner created a clickable engagement layer, combining passive brand exposure with an active response opportunity in every impression.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Frequency was capped at approximately 4 exposures per unique listener to maximize incremental reach across the 6-day window without inducing listener fatigue.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Precision affinity targeting focused on Male\/Female audiences aged 22+ with lifestyle and aspirational consumer signals, reaching listeners most aligned with a fine jewellery consideration mindset.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A single Hindi-language creative of up to 30 seconds was deployed uniformly across all ten cities, anchoring the campaign in cultural familiarity and brand heritage while maintaining message consistency at scale.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Clicks, Completes, and Cities: PNG Jewellers\u2019 Audio Campaign by the Numbers<\/span><\/h3>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-1817\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Key-Results-Outcomes-1024x576.jpg\" alt=\"City-wise LTR performance of the PNG Jewellers Paytunes campaign across 9 Indian cities from Kanpur at 1.11x to Goa at 1.07x\" width=\"640\" height=\"360\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Key-Results-Outcomes-1024x576.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Key-Results-Outcomes-300x169.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Key-Results-Outcomes-768x432.jpg 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Key-Results-Outcomes-150x84.jpg 150w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/Key-Results-Outcomes.jpg 1200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Performance was assessed using paytunes\u2019 core metrics of CTR and LTR, with reach delivery validating campaign scale.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>LTR:<\/b><span style=\"font-weight: 400;\"> 1.09\u00d7 vs benchmark, strong listener attention maintained throughout the campaign, with above-benchmark LTR recorded in every single geo without exception.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>CTR:<\/b><span style=\"font-weight: 400;\"> 1.70\u00d7 vs benchmark, the campaign\u2019s headline metric, nearly double the industry standard, confirming that PNG Jewellers\u2019 audio creative drove active, measurable digital action across all ten markets.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Reach:<\/b><span style=\"font-weight: 400;\"> 1.01\u00d7 vs plan, marginally exceeding the planned delivery volume.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Both LTR and CTR\u00a0 improved progressively day-over-day across the 6-day flight, with peak engagement recorded on the final day, a clear signal of compounding creative resonance as campaign frequency built toward its optimal level.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Android-First Reach: Why 87% Mobile Delivery Validates PNG Jewellers\u2019 Urban Aspirational Shopper Strategy<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mobile Android<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Dominated delivery with ~87.74% share of total impressions.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Primary driver of LTR and CTR uplift across the campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mobile iOS<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Accounted for ~10.92% share, representing the second-largest contributor.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Played a key role in complementing Android reach, especially among premium users.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tablet (Android)<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Very minimal share (~0.6%)<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Likely contributed to incidental or passive listening sessions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Desktop (Other)<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Represented ~0.42% of impressions.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Minimal engagement; not a core device for audio-based interaction.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Smart Home Devices \/ Smart Watches<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tablet (iPad)<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Lowest delivery at ~0.14%, indicating limited usage among the campaign&#8217;s target demographic.<\/span><\/li>\n<\/ul>\n<p><b>Insight: <\/b><span style=\"font-weight: 400;\">The campaign&#8217;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>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Urban Aspirational Listeners Aged 22\u201344: Affinity-Targeted Daily Streamers Across India\u2019s Metro and Tier-2 Markets<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The campaign targeted <\/span><b>men and women aged 22+<\/b><span style=\"font-weight: 400;\">, with <\/span><b>25\u201344 emerging as the core audience segment<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audience selection was based on <\/span><b>lifestyle behaviour, digital activity, and aspirational purchase signals<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The audience skewed slightly male, highlighting an opportunity to expand female-focused targeting in future campaigns.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Compounding Momentum: How PNG Jewellers\u2019 Listeners Engaged More Deeply as the Campaign Built Frequency<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Engagement peaked in the final days, with the <\/span><b>highest CTR recorded on the last day<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Both LTR and CTR improved steadily, showing that repeated exposure strengthened engagement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The campaign demonstrated that <\/span><b>frequency increases effectiveness rather than causing fatigue<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Kanpur Leads, Maharashtra Dominates Volume: How PNG Jewellers\u2019 Audio Resonated Across Metro and Tier-2 India<\/span><\/h3>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-1816\" src=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/City-wise-segmentation-1024x576.jpg\" alt=\"Key results of the PNG Jewellers Paytunes campaign showing 1.09x LTR, 1.70x CTR, and 1.01x reach vs benchmarks\" width=\"640\" height=\"360\" srcset=\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/City-wise-segmentation-1024x576.jpg 1024w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/City-wise-segmentation-300x169.jpg 300w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/City-wise-segmentation-768x432.jpg 768w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/City-wise-segmentation-150x84.jpg 150w, https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/04\/City-wise-segmentation.jpg 1200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Every one of the ten cities exceeded the 80% LTR benchmark, a uniform above-benchmark performance that validates both creative quality and targeting precision across geographically diverse markets.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Kanpur:<\/b><span style=\"font-weight: 400;\"> 1.11\u00d7 LTR,\u00a0 the top-performing city in the campaign, outperforming every metro including Mumbai. A Tier-2 market leading on listener engagement is a strong signal of digital audio maturity in India\u2019s interior cities.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Rest of Maharashtra:<\/b><span style=\"font-weight: 400;\"> 1.10\u00d7 LTR,\u00a0 the largest impression volume contributor alongside Mumbai, delivering consistent quality across a geographically broad region.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mumbai:<\/b><span style=\"font-weight: 400;\"> 1.10\u00d7 LTR | highest absolute click volume in the campaign, the combination of scale and engagement in India\u2019s financial capital made it the campaign\u2019s single most commercially productive market.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Pune:<\/b><span style=\"font-weight: 400;\"> 1.10\u00d7 LTR,\u00a0 strong attentive listening from a market with high aspirational consumer density.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Indore:<\/b><span style=\"font-weight: 400;\"> 1.09\u00d7 LTR, stable, reliable listener attention throughout.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lucknow:<\/b><span style=\"font-weight: 400;\"> 1.09\u00d7 LTR, strong receptivity in a digitally active north-central market.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Gorakhpur:<\/b><span style=\"font-weight: 400;\"> 1.09\u00d7 LTR, an emerging digital audio market that matched established metros on listener engagement quality.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Patna:<\/b><span style=\"font-weight: 400;\"> 1.08\u00d7 LTR, consistent listen-through quality across the full campaign flight.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Goa:<\/b><span style=\"font-weight: 400;\"> 1.07\u00d7 LTR, the relative laggard across the ten markets, but still meaningfully above benchmark throughout.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Varanasi Value Add Deep-Dive: A Mid-Campaign Geo Addition That Delivered From Day One<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Varanasi was activated mid-campaign, joining the media plan on 27th March 2026, two days into the overall flight. Despite the shorter window of just three active days, the city delivered a complete picture of creative performance, with its own daily delivery data and a two-creative split that offers direct insight into which message approach worked better with Varanasi\u2019s listeners.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Varanasi Campaign Performance Summary<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Total Impressions:<\/b><span style=\"font-weight: 400;\"> exceeding the planned target by 1.07\u00d7.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Overall LTR:<\/b><span style=\"font-weight: 400;\"> 1.09\u00d7 vs benchmark, consistent with the campaign\u2019s top-performing cities.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Overall CTR:<\/b><span style=\"font-weight: 400;\"> 1.07\u00d7 vs benchmark, above the 0.30% industry standard.<\/span><\/li>\n<\/ul>\n<p><b>Key Varanasi Insight: <\/b><span style=\"font-weight: 400;\">Varanasi exceeded its planned impression target, delivered above-benchmark LTR and CTR across all three active days, and provided a clear creative preference signal, all from a mid-campaign activation. This makes it one of the most data-rich markets in the campaign despite its shorter window, and a strong candidate for a full-flight primary geo in future campaigns.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Jewellery Audio Works Best When It Has Time to Compound: What PNG Jewellers\u2019 Campaign Taught Us<\/span><\/h3>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>LTR and CTR can grow together<\/b><span style=\"font-weight: 400;\">, showing that attention and action are not trade-offs.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tier-2 markets are highly responsive<\/b><span style=\"font-weight: 400;\">, with several cities matching metro performance.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Frequency builds engagement<\/b><span style=\"font-weight: 400;\">, improving both listening and click behaviour over time.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mid-campaign expansions can succeed<\/b><span style=\"font-weight: 400;\">, as demonstrated by Varanasi\u2019s performance.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Scaling Across Ten Cities in Six Days: Managing Delivery Quality Without Sacrificing Engagement<\/span><\/h3>\n<p><b>Challenge: <\/b><span style=\"font-weight: 400;\">Maintaining consistent LTR and CTR quality simultaneously across ten geographically and demographically diverse cities, including a mid-campaign geo addition, within a compact 6-day window, across three different streaming platforms with distinct audience compositions.<\/span><\/p>\n<p><b>How it was addressed: <\/b><span style=\"font-weight: 400;\">Precision affinity targeting, a calibrated frequency cap, and simultaneous multi-platform deployment ensured that delivery quality and engagement scale moved together rather than trading off. Varanasi\u2019s mid-campaign activation was managed without disrupting overall delivery pacing, the city exceeded its impression target while the overall campaign also beat plan. Both CTR and LTR improved day-over-day across the flight, confirming that the execution approach maintained quality as volume scaled.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Occasion-Led Sequencing and a Varanasi-First Strategy: PNG Jewellers\u2019 Next Audio Move<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Extend campaign duration to allow <\/span><b>stronger frequency buildup and deeper engagement<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Test <\/span><b>creative variations<\/b><span style=\"font-weight: 400;\"> to improve CTR further.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Expand focus on <\/span><b>female and occasion-based targeting<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Scale high-performing Tier-2 markets like <\/span><b>Varanasi, Gorakhpur, and Patna<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Introduce <\/span><b>brand lift measurement<\/b><span style=\"font-weight: 400;\"> to connect engagement with long-term impact.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Why Jewellery Brands Cannot Afford to Be Ignored in 2 Seconds: A paytunes Perspective<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In today\u2019s digital landscape, the battle for consumer attention is not just fierce, it is structurally asymmetric. Most digital ad formats have already lost the fight before the brand has finished speaking. Audio is the exception.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Your Jewellery Ad Has 1.6 Seconds to Speak on Most Platforms, Here\u2019s Why That\u2019s Not Enough<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Banner and display ads hold user focus for only 1.6\u20132.6 seconds before being ignored or scrolled past, not enough time to communicate a brand name, let alone build aspiration for a premium jewellery product.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Short-form video ads and reels hold attention for approximately 7\u20139 seconds before users swipe away or skip, again, insufficient for the emotional arc that jewellery brand messaging requires.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This fleeting engagement translates directly into weak brand recall and minimal measurable action, a costly outcome for a category where purchase decisions are high-involvement and emotionally driven.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">The Unique Edge of In-Stream Digital Audio<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In the PNG Jewellers campaign, 30-second in-stream audio ads with companion banners were deployed across Spotify, YouTube Music, and JioSaavn,\u00a0 reaching listeners in non-skippable, mobile-first environments where the full message was guaranteed to land.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The campaign achieved a Listen-Through Rate of 1.09\u00d7 above the industry benchmark, meaning a substantial share of listeners heard the PNG Jewellers message in full, delivering a duration of brand exposure that no visual format in this campaign could have replicated.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The CTR of 1.70\u00d7 benchmark confirms that audio attention translates into active digital engagement, not just completed listens. Listeners who heard the message in full were nearly twice as likely as the benchmark to act on it.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Attention Economy Benchmarks (per 100 exposures)<\/span><\/h4>\n<p>&nbsp;<\/p>\n<table>\n<thead>\n<tr>\n<th><b>Platform\/Format<\/b><\/th>\n<th><b>Avg. Attention (seconds)<\/b><\/th>\n<th><b>Completion Rate (per 100)<\/b><\/th>\n<th><b>Audio Attention Uplift<\/b><\/th>\n<\/tr>\n<tr>\n<th><span style=\"font-weight: 400;\">Banner\/Display Ads<\/span><\/th>\n<th><span style=\"font-weight: 400;\">2\u20133<\/span><\/th>\n<th><span style=\"font-weight: 400;\">12\u201318<\/span><\/th>\n<th><span style=\"font-weight: 400;\">4\u20138x lower than audio<\/span><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><span style=\"font-weight: 400;\">Short Video (Reels)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">5\u20139<\/span><\/td>\n<td><span style=\"font-weight: 400;\">18\u201325<\/span><\/td>\n<td><span style=\"font-weight: 400;\">3\u20134x lower<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Full Video (In-Stream)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">7\u201310<\/span><\/td>\n<td><span style=\"font-weight: 400;\">15\u201325<\/span><\/td>\n<td><span style=\"font-weight: 400;\">3\u20135x lower<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Audio (30s spot)<\/span><\/td>\n<td><span style=\"font-weight: 400;\">\u226525<\/span><\/td>\n<td><span style=\"font-weight: 400;\">70\u201395<\/span><\/td>\n<td><span style=\"font-weight: 400;\">1.09x\u00a0 higher<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Banner ads are rarely noticed long enough to reinforce a message, leading to weak recall.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Short-form video and reels offer a slightly longer window but are quickly dismissed with a swipe.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">30-second digital audio ads command undistracted, multitasking-friendly attention, leading to 70-95 more completion events per 100 impressions than most display or short video placements.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Conclusion<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The PNG Jewellers and paytunes collaboration shows how digital audio can deliver both attention and action at scale. The campaign achieved strong listening completion, nearly doubled engagement benchmarks, and maintained consistent performance across ten cities. It also proved that Tier-2 markets are not just reachable but highly responsive to premium brand messaging. With the right combination of targeting, creative execution, and platform strategy, digital audio becomes a powerful channel for driving meaningful consumer engagement.<\/span><\/p>\n<p><b>If you want your brand to capture attention and drive real results, partner with paytunes to create high-impact audio campaigns that truly connect.<\/b><\/p>\n<p>&nbsp;<\/p>\n<p>Also Read &#8211; <a href=\"https:\/\/blog.paytunes.in\/blog\/ambuja-cement-payment-soundbox-campaign-case-study-paytunes\/\">Ambuja Cement Payment Soundbox Campaign Case Study \u2013 Paytunes<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>PNG Jewellers Paytunes Campaign: How Digital Audio Achieved 1.70\u00d7 CTR [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":1818,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[204,343,419],"tags":[429],"ppma_author":[394],"class_list":["post-1811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-digital-audio-case-studies","category-jewellery","tag-png-jewellers-paytunes-campaign","author-niikhil-admin"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PNG Jewellers Paytunes Campaign | Digital Audio Case Study<\/title>\n<meta name=\"description\" content=\"The PNG Jewellers Paytunes campaign delivered 1.70\u00d7 CTR and 1.09\u00d7 LTR across 10 Indian cities in just 6 days. 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