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Shriram Finance, one of India’s most trusted names in accessible financial services, partnered with Paytunes to launch a large-scale digital audio campaign for its Saarthi Loan product from February to April 2026. Designed to reach the aspiring homeowner and borrower across India’s heartland, the campaign spanned 12 states and was delivered in eight languages, making it one of the most linguistically diverse audio campaigns in the NBFC category. Activated across YouTube Music, JioSaavn, Pocket FM, Zeno Radio, and South Radios.com, the campaign used 30-second in-stream audio ads with companion banners and daypart-based targeting to connect with male listeners aged 25 to 55 in the NCCS CDE segment, reaching them on affordable Android smartphones during their most attentive listening moments. The result was a sustained, high-completion audio campaign that delivered a strong 1.15x LTR uplift and a notable 1.23x CTR uplift across all markets.<\/span><\/p>\n <\/p>\n <\/p>\n <\/b><\/h3>\n YouTube Music<\/span><\/i><\/p>\n Served as the primary reach driver, delivering scale across all 12 markets with strong completion behaviour. YouTube Music’s Android-heavy user base aligned closely with the campaign’s affordable smartphone targeting, making it the ideal platform for reaching Shriram Finance’s core audience during music streaming sessions.<\/span><\/i><\/i><\/p>\n <\/p>\n JioSaavn<\/span><\/i><\/a><\/p>\n Contributed significant delivery in Hindi-belt and regional markets, offering deep vernacular penetration. JioSaavn’s strong presence among mass-market, data-conscious users complemented the campaign’s CDE segment targeting and supported sustained listener retention.<\/span><\/i><\/i><\/p>\n <\/p>\n Pocket FM<\/span><\/i><\/a><\/p>\n Delivered highly attentive, long-session listeners through its audio storytelling format. Pocket FM users tend to listen for extended periods, creating an ideal environment for 30-second in-stream ads to be heard in full without interruption.<\/span><\/i><\/i><\/p>\n <\/p>\n Zeno Radio and South Radios.com<\/span><\/i><\/p>\n Extended the campaign’s reach into niche regional and internet radio audiences, particularly in South Indian markets. These platforms provided incremental reach among listeners not captured by mainstream streaming apps, adding cultural depth to the overall delivery.<\/span><\/i><\/i><\/p>\n <\/p>\n Insight: <\/i><\/b>The campaign’s LTR and CTR uplifts were primarily driven by Android-first, mobile consumption across all five platforms, validating Paytunes’ strategy of targeting affordable smartphone users where audio attention and interaction are most consistent.<\/span><\/i><\/i><\/p>\n Want to Advertise on Spotify?<\/a><\/p>\n Karnataka, Maharashtra, and the southern and western markets recorded the strongest attention quality, delivering the highest listen-through uplift across the campaign. These states demonstrated strong alignment between the vernacular audio creative and local listening behaviour, resulting in superior completion rates and sustained listener attention.<\/span><\/p>\n <\/p>\n High-Volume States<\/b><\/p>\n States such as Maharashtra, Karnataka, and Uttar Pradesh contributed significant delivery scale while maintaining stable above-benchmark attention levels. These markets played a critical role in ensuring broad reach without compromising listening quality.<\/span><\/p>\n <\/p>\n Emerging Attention Markets<\/b><\/p>\n Several mid-sized states delivered strong relative LTR uplift, highlighting the effectiveness of vernacular audio advertising in focused listening environments where audiences are more attentive and receptive to financial product messaging.<\/span><\/p>\n <\/p>\n Karnataka \u2013 1.16x<\/b><\/p>\n Karnataka delivered the highest LTR uplift across the campaign, driven by a digitally mature, Kannada-speaking listener base with strong platform adoption. The Kannada-language creative performed exceptionally well, reflecting deep cultural resonance in one of India’s most active digital audio markets.<\/span><\/p>\n <\/p>\n Maharashtra \u2013 1.15x<\/b><\/p>\n Maharashtra maintained consistently strong completion behaviour, supported by the high-performing Marathi-language creative and robust streaming penetration across Mumbai, Pune, and tier-2 cities. The state’s large and diverse listener base contributed both scale and quality.<\/span><\/p>\n <\/p>\n Andhra Pradesh-Telangana \u2013 1.15x<\/b><\/p>\n The combined AP-Telangana market delivered strong listener retention, with the Telugu-language creative driving high completion rates. The region’s growing urban construction and real estate activity created a receptive audience for Shriram Finance’s loan messaging.<\/span><\/p>\n <\/p>\n Gujarat \u2013 1.15x<\/b><\/p>\n Gujarat matched benchmark-leading performance, with the Gujarati-language creative resonating strongly among the state’s entrepreneurial and property-building audience. The state’s high economic activity and strong culture of ownership made it a natural fit for the Saarthi Loan message.<\/span><\/p>\n <\/p>\n Tamil Nadu \u2013 1.15x<\/b><\/p>\n Tamil Nadu demonstrated strong listener retention driven by the Tamil-language creative, which carried the dominant share of impressions in the state. The platform mix of JioSaavn, YouTube Music, and South Radios.com provided comprehensive coverage of the state’s digitally active population.<\/span><\/p>\n <\/p>\n Rajasthan \u2013 1.14x<\/b><\/p>\n Rajasthan delivered above-average attention quality, with the Hindi-language creative performing well among the state’s semi-urban and emerging-urban listeners. The market showed strong receptivity to financial product messaging through the audio format.<\/span><\/p>\n <\/p>\n Uttar Pradesh \u2013 1.13x<\/b><\/p>\n Uttar Pradesh contributed significant delivery scale while maintaining solid listening quality. The Hindi-language creative connected effectively with the state’s large and diverse listener base, particularly among younger, mobile-first audiences in tier-2 and tier-3 towns.<\/span><\/p>\n <\/p>\n Madhya Pradesh \u2013 1.13x<\/b><\/p>\n Madhya Pradesh rounded out the geographic spread with solid attention metrics, demonstrating that even in emerging digital audio markets, the Hindi-language creative was effective at holding listener attention through to completion.<\/span><\/p>\n <\/p>\n In today’s digital landscape, the battle for user attention is fiercer than ever. The average human attention span has fallen to about 8 seconds, shorter than ever before. For financial services brands, where trust and comprehension are essential, capturing and holding attention long enough to communicate a meaningful message is the single most important challenge in digital advertising. Brands must not only grab attention but also sustain it long enough for their message to drive real impact.<\/span><\/p>\n <\/p>\n Banner and display ads on websites usually keep user focus for only 1.6 to 2.6 seconds before they are ignored or scrolled past. For a product as considered as a home loan, that window is far too narrow to communicate value, build trust, or drive action.<\/span><\/p>\n <\/p>\n Short-form video ads and reels hold attention for about 7 to 9 seconds on average before users swipe away or skip. This fleeting window may work for impulse products, but for NBFC brands selling financial security and long-term commitment, it translates to lower brand recall and minimal action.<\/span><\/p>\n In the Shriram Finance campaign, only 30-second in-stream digital audio ads (accompanied by clickable companion banners) were deployed across YouTube Music, JioSaavn, Pocket FM, Zeno Radio, and South Radios.com. No other audio or video formats were part of the strategy.<\/span><\/p>\n <\/p>\n Here’s why it matters: the campaign saw Listen-Through Rates of approximately 1.15x industry norms. This result means a substantial share of the audience listened all the way through, far higher than what visual formats deliver in the same time frame.<\/span><\/p>\n <\/p>\n Attention Economy Benchmarks (per 100 exposures):<\/i><\/b><\/p>\n <\/p>\n This campaign highlights how digital audio can cut through the noise and hold attention in a cluttered financial services advertising environment. By focusing on strong listener retention, multi-language vernacular relevance, and consistent reach across 12 Indian states, Shriram Finance successfully built a deeper connection with India’s aspiring borrowers. The 1.15x LTR uplift and 1.23x CTR uplift, sustained across an eight-language, multi-platform campaign, reinforce that when executed well, audio is not just heard. It is remembered.<\/span><\/p>\n <\/p>\n If you want your brand to achieve similar impact through high-attention audio experiences, partner with Paytunes and start building meaningful listener connections today.<\/span><\/p>\n <\/p>\n Read More<\/p>\nConnecting India’s Aspiring Borrowers with Accessible Home Loan Solutions Through Audio<\/b><\/h2>\n
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Eight-Language Audio Across YouTube Music, JioSaavn, Pocket FM, Zeno Radio, and South Radios.com: Reaching India’s Mass-Market Borrowers at Their Most Attentive<\/b><\/h2>\n
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1.15x LTR Uplift and 1.23x CTR Uplift: How Shriram Finance Measured Audio Success Across 12 States<\/b><\/h2>\n
![\"Shriram](\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/06\/Key-results-Shriram-Finance-1024x576.jpg\")
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Mass-Market, Android-First Borrowers Aligned with Shriram Finance’s Saarthi Loan Profile<\/b><\/h3>\n
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February to April: How Shriram Finance’s Audio Presence Compounded Across India’s Financial Planning Season<\/b><\/h2>\n
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Android-First Delivery Across YouTube Music, JioSaavn, Pocket FM, Zeno Radio, and South Radios.com: Reaching India’s Value-Conscious Listener<\/p>\n
Karnataka and Maharashtra Lead: Where Shriram Finance’s Multi-Language Audio Resonated Deepest<\/b><\/h3>\n
State-Wise Segmentation<\/b><\/h3>\n
![\"State-wise](\"https:\/\/blog.paytunes.in\/blog\/wp-content\/uploads\/2026\/06\/State-Wise-Segmentation-Shriram-Finance-1024x576.jpg\")
<\/p>\nWhy Vernacular Audio Outperforms for NBFC Brands: Shriram Finance’s Multi-Language Listener Retention Insight<\/b><\/h2>\n
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Scaling Eight-Language Delivery Across 12 States While Maintaining Consistent LTR Performance<\/b><\/h2>\n
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Seasonal Loan Campaigns, Retargeting Listeners, and Regional Creative Deepening: Shriram Finance’s Next Audio Chapter<\/b><\/h2>\n
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Why NBFC Brands Cannot Afford to Be Ignored in 8 Seconds: A Paytunes Perspective<\/b><\/h2>\n
Your Loan Ad Has 2 Seconds to Speak. Here’s Why That’s Not Enough<\/b><\/h3>\n
Why Shriram Finance’s 30-Second In-Stream Audio Delivered 1.15x Industry LTR<\/b><\/h3>\n
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\n Platform\/Format<\/b><\/td>\n Avg. Attention (seconds)<\/b><\/td>\n Completion Rate (per 100)<\/b><\/td>\n Audio Attention Uplift<\/b><\/td>\n<\/tr>\n \n Banner\/Display Ads<\/span><\/i><\/td>\n 2\u20133<\/span><\/i><\/td>\n 12\u201318<\/span><\/i><\/td>\n 4\u20138x lower than audio<\/span><\/i><\/td>\n<\/tr>\n \n Short Video (Reels)<\/span><\/i><\/td>\n 5\u20139<\/span><\/i><\/td>\n 18\u201325<\/span><\/i><\/td>\n 3\u20134x lower<\/span><\/i><\/td>\n<\/tr>\n \n Full Video (In-Stream)<\/span><\/i><\/td>\n 7\u201310<\/span><\/i><\/td>\n 15\u201325<\/span><\/i><\/td>\n 3\u20135x lower<\/span><\/i><\/td>\n<\/tr>\n \n Audio (30s spot)<\/span><\/i><\/td>\n \u226518<\/span><\/i><\/td>\n 70\u201395<\/span><\/i><\/td>\n 1.15x higher<\/span><\/i><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n \n
\nConclusion<\/b><\/h2>\n\n\n\n
\n \nCase Study<\/th>\n URL<\/th>\n<\/tr>\n<\/thead>\n \n Federal Bank \u00d7 Paytunes: 1.16x LTR on Premium Music Platforms<\/td>\n https:\/\/paytunes.in\/blog\/federal-bank-x-paytunes-1-16x-ltr-on-premium-music-platforms\/<\/code><\/a><\/td>\n<\/tr>\n