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GRT Jewellers, one of South India’s most trusted fine jewellery brands, partnered with Paytunes to run a focused digital audio campaign in April 2026. Timed to coincide with Tamil New Year (Puthandu) and Vishu, two of the most auspicious gold-buying occasions on the South Indian calendar, the campaign was executed over six days across a premium mix of smart speaker and podcast platforms. Using pure audio ads in five language variants (Tamil, Kannada, Telugu, and two English versions), the campaign was designed to reach South Indian consumers aged 25\u201355 at their most culturally receptive moment and build strong brand presence ahead of the festive purchase window.<\/span><\/p>\n Reaching South India’s Gold Buyers Before They Walk into the Store<\/b><\/p>\n \u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n <\/b><\/h2>\n \u00a0<\/span><\/p>\n South Indian Jewellery Buyers Aged 25\u201355, Mapped to Language and Platform<\/b><\/p>\n Used platform-based segmentation:<\/span><\/p>\n \u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n Smart Speakers and Premium Podcast Platforms: How GRT Jewellers’ Audio Reached Every South Indian Listener<\/b><\/p>\n Amazon Alexa (Smart Speaker)<\/b><\/p>\n Delivered strong completion performance across all four creative variants, English, Tamil, Kannada, and Telugu. Alexa’s hands-free, ambient home environment proved to be a premium brand-building surface, reaching South Indian households during festive morning moments when gold and jewellery are top of mind.<\/span><\/p>\n Music on Google Home (Connected Audio)<\/b><\/p>\n Extended reach into South Indian households through a second smart home audio surface, complementing Alexa delivery and reinforcing the GRT Jewellers brand message in the home listening environment.<\/span><\/p>\n Premium Podcast (Apple Podcasts, Spotify Premium, Audible, Amazon Music)<\/b><\/p>\n The campaign’s highest-performing platform layer by ACR. Non-skippable placements in premium, ad-supported podcast environments reached focused listeners aged 25\u201355, GRT Jewellers’ core buying demographic, and drove the headline 1.12x completion uplift. Telugu achieved the highest individual ACR among all five creatives on this platform.<\/span><\/p>\n Insight: The campaign’s ACR performance was primarily driven by the premium podcast environment, where focused listener attention and non-skippable formats ensured full message delivery across all five language variants. Smart speaker placements complemented podcast reach with ambient household coverage, validating Paytunes’ dual-platform strategy for reaching South Indian festive jewellery buyers in every listening moment.<\/span><\/p>\n \u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n Tamil Nadu, Andhra Pradesh, Karnataka, and Bengaluru recorded the strongest completion performance, delivering the highest ACR uplift across the campaign. These markets demonstrated strong alignment between the audio creative and local listening behaviour, resulting in superior completion rates driven by cultural resonance and effective language-creative mapping.<\/span><\/p>\n High-Volume Markets<\/b><\/p>\n Tamil Nadu, the campaign’s highest-reach market and GRT Jewellers’ home territory, contributed the largest impression volume while maintaining an above-benchmark 1.12x ACR. Bengaluru and Hyderabad provided strong delivery scale with consistent completion performance across all language variants.<\/span><\/p>\n Regional ACR Performance<\/b>\u00a0<\/span><\/p>\n Bengaluru Metropolitan Area \u2013 1.13\u00d7<\/b><\/p>\n Bengaluru delivered the campaign’s joint-highest ACR uplift, reflecting strong creative resonance among the city’s digitally active, bilingual South Indian audience. The Kannada and English creatives performed particularly well in this market.<\/span><\/p>\n Andhra Pradesh \u2013 1.13\u00d7<\/b><\/p>\n Andhra Pradesh matched Bengaluru’s peak performance, driven by the deep cultural significance of gold and jewellery in Telugu-speaking households during the festive season. The Telugu creative was directly mapped to this audience cluster.<\/span><\/p>\n Hyderabad Metropolitan Area \u2013 1.12x<\/b><\/p>\n Hyderabad maintained consistently above-benchmark completion behaviour, supported by GRT Jewellers’ established brand presence and the city’s digitally mature listener base across Telugu and English audiences.<\/span><\/p>\n Tamil Nadu \u2013 1.12x<\/b><\/p>\n Tamil Nadu, GRT Jewellers’ home market and the cultural heartland of Tamil New Year, delivered a strong 1.12x ACR Uplift, validating the campaign’s creative and cultural alignment with its most important core audience.<\/span><\/p>\n Hassan \u2013 1.11\u00d7<\/b><\/p>\n Hassan delivered above-benchmark completion performance as a reach-extension geography, with targeted exposure driving strong audio completion rates among a smaller but receptive Kannada-speaking listener pool.<\/span><\/p>\n Nizamabad \u2013 1.11\u00d7<\/b><\/p>\n Nizamabad matched Hassan’s performance as a micro-geography inclusion, with consistent ACR uplift reflecting effective platform delivery even in lower-volume markets adjacent to the Hyderabad cluster.<\/span><\/p>\n Puducherry \u2013 1.09\u00d7<\/b><\/p>\n Puducherry registered the campaign’s lowest regional uplift, still comfortably above benchmark, with the UT’s smaller digital audio listener base contributing to a marginal performance difference versus the larger metros.<\/span><\/p>\n Why Audio Outperforms for Jewellery Brands: GRT Jewellers’ Listener Retention Insight<\/b><\/p>\n \u00a0<\/span><\/p>\n Managing Multi-Lingual Delivery Across Seven Markets in a Six-Day Festive Sprint<\/b><\/p>\n\n
Multi-Lingual Pure Audio Across Amazon Alexa, Apple Podcasts, and Spotify Premium: Reaching South Indian Listeners at Their Most Attentive Moments<\/b><\/h2>\n
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1.12x ACR Uplift<\/b> and Overdelivered Impressions: How GRT Jewellers Measured Audio Success<\/p>\n
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Tamil New Year Morning and the Six-Day Festive Sprint: How GRT Jewellers’ Audio Presence Built Across the April Window<\/b><\/h2>\n
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Bengaluru and Andhra Pradesh Lead: Where GRT Jewellers’ Festive Audio Resonated Deepest<\/b><\/h3>\n
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