How Thalapakkatti Biryani Drove Restaurant Buzz and Engagement in Bangalore Using Audio Advertising

 

 

Campaign Overview

Thalapakkatti Biryani is a well-known South Indian restaurant brand, celebrated for its authentic Dindigul-style biryani and rich culinary heritage. In May, the brand partnered with Paytunes to strengthen its presence in Bangalore’s highly competitive food market. The digital audio campaign ran for 15 days and used premium music streaming platforms to connect with urban listeners during high-engagement moments, guiding them to the brand’s Instagram page for instant interaction.

 

Objectives

• Strengthen brand visibility among urban food lovers.

• Improve the Listen-Through Rate (LTR) and then the Click-Through Rate (CTR) using immersive audio storytelling.

• Encourage restaurant visits and social engagement.

• Evaluate Paytunes’ effectiveness for a regional food brand.

 

Strategy & Execution

• Audio ads were delivered consistently throughout the campaign to maintain steady listener exposure.

• Inventory was split evenly across Saavn and Wynk to ensure balanced reach.

• Creative messaging highlighted the aroma, authenticity, and Dindigul roots of the biryani.

• Ads were scheduled during high-listen urban commute and leisure hours.

• Continuous coordination enabled timely optimisation during the campaign.

• Focused on premium music streaming platforms with strong urban audiences.

• Maintained controlled pacing to avoid listener fatigue.

• Ensured uninterrupted delivery across all campaign days.

 

Key Results & Outcomes

 

• Achieved a 1.20× uplift in Listen-Through Rate (LTR) over benchmarks.

• Delivered a 1.10× uplift in Click-Through Rate (CTR).

• Recorded a 1.02× uplift in reach, ensuring strong audience exposure.

• Generated noticeable spikes in Instagram traffic and engagement.

 

Audience Targeting

• Reached Bangalore-based music streaming users within working-age groups.

• Targeting aligned with food and dining interest signals.

• Used contextual relevance through premium inventory without over-segmentation.

 

Device Type Breakdown & Reach Strategy

• Mobile Android
  Dominated delivery with ~87.74% share of total impressions.
  Primary driver of LTR and CTR uplift across the campaign.

• Mobile iOS
  Accounted for ~10.92% share, representing the second-largest contributor.
  Played a key role in complementing Android reach, especially among premium users.

• Tablet (Android)
  Very minimal share (~0.6%)
  Likely contributed to incidental or passive listening sessions.

• Desktop (Other)
  Represented ~0.42% of impressions.
  Minimal engagement; not a core device for audio-based interaction.

• Smart Home Devices / Smart Watches
  Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices.

• Tablet (iPad)
  Lowest delivery at ~0.14%, indicating limited usage among the campaign’s target demographic.

 

Insight: The campaign’s engagement metrics, like LTR and CTR were primarily driven by mobile-first consumption, validating Paytunes’ strategy of focusing on audio delivery across smartphones, where user attention and interaction were most consistent.

 

Timing & Performance Insights

• Higher engagement was observed during the early part of the campaign.

• Performance remained stable toward the end of May.

• LTR stayed consistently strong, showing audio’s role in daily listening habits.

 

Geographic Performance

• City-focused delivery ensured efficient coverage across Bangalore.
  
• Dense urban audiences helped maximise impact for restaurant promotion.
• Bengaluru delivered an LTR x-wise uplift of 1.20×, indicating stronger listener attention compared to the benchmark.

Key Learnings

• Audio consistently drives higher LTR for food and restaurant brands.

• Balanced platform distribution ensures dependable performance.

• Strong early momentum supports sustained results across the campaign period.

 

Challenges Managed

• Minor delivery fluctuations were resolved through quick platform optimisation.

• Data inconsistencies did not impact campaign execution or outcomes.

 

Recommendations

• Scale the strategy to multiple cities for higher reach impact.

• Apply time-based targeting to unlock additional CTR gains.

• Test multiple creatives to optimise social engagement journeys.

 

Audio Attention in the Real Attention Economy

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. Brands must not only grab attention but also sustain it long enough for their message to drive real impact.

 

The Problem: Fleeting Attention on Most Digital Platforms

• Banner and display ads on websites usually keep user focus for only 1.6–2.6 seconds before they are ignored or scrolled past.
• Short-form video ads and reels hold attention for about 7–9 seconds on average before users swipe away or skip.
• This fleeting engagement translates to lower brand recall and minimal action.

 

The Unique Edge of In-Stream Digital Audio

• In the Thalapakkatti Biryani campaign, only 30-second in-stream digital audio ads (accompanied by clickable companion banners) were deployed—no other audio or video formats were part of the strategy. 
• Here’s why it matters:
  The campaign achieved a Listen-Through Rate (LTR) of approximately 1.20x higher than 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.

 

Attention Economy Benchmarks (per 100 exposures):

Platform/Format	Avg. Attention (seconds)	Completion Rate (per 100)	Audio Attention Uplift
Banner/Display Ads	2–3	12–18	4–8x lower than audio
Short Video (Reels)	5–9	18–25	3–4x lower
Full Video (In-Stream)	7–10	15–25	3–5x lower
Audio (30s spot)	≥25	70–95	1.20x  higher

 

• Banner ads are rarely noticed long enough to reinforce a message, leading to weak recall.
• Short-form video and reels offer a slightly longer window but are quickly dismissed with a swipe.
• 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

 

Conclusion

This campaign highlights how Paytunes audio advertising can help restaurant brands cut through crowded markets and build strong listener attention. With high Listen-Through Rates leading to meaningful clicks and engagement, Thalapakkatti Biryani successfully strengthened its presence in Bangalore. If you want your brand to be heard at the right moments, connect with Paytunes today and turn attention into action.

 

Also Read – Bharatiya Mall Audio Campaign Case Study: Driving High LTR with Paytunes