Godrej Locks x Paytunes: Driving 78% Audience Interest and Top-Tier Brand Consideration Through Digital Audio

 

 

A Performance-Driven Digital Audio Advertising Success Story

 

In India’s rapidly growing home security market, consumer attention is fragmented across platforms and formats. Digital visibility alone is no longer enough. Which is exactly why, Godrej Locks needed a campaign that will help them create genuine engagement and drive purchase consideration.

The result? A high-impact digital audio campaign that delivered a 78% Interest Rate, ranking in the Top 5% against benchmark standards.

This case study explores how strategic digital audio advertising, powered by a culturally resonant creative approach, can influence awareness, brand perception, and purchase consideration in measurable ways.

 

Executive Summary: Campaign Performance at a Glance

 

 

Campaign Type: Digital Audio Advertising

Market: India (Hindi)

Regions: Ahmedabad, Bangalore, Bhopal, Hyderabad, Indore, Jaipur, Kolkata, Mumbai, Pune

Impact Score: 63 (Above Category Average)

Ad Recall: 37% (+12 pts vs benchmark, Top 10%)

Interest: 78% (+30 pts vs benchmark, Top 5%)

Brand Image Lift: +22 pts

Consideration Lift: +25 pts

 

Challenge: Breaking Through in a Competitive Home Security Market

India’s home security and locks market is intensely competitive. With both legacy brands and new-age players aggressively competing across digital platforms, flooding consumers with constant offers, feature claims, and discount-led campaigns.

In this crowded landscape, visibility alone isn’t enough, it’s expected.

Operating across nine major cities, including Mumbai, Bangalore, Hyderabad, Kolkata, and Pune, the brand aimed to strengthen awareness, enhance brand perception, and drive consideration among urban households actively exploring home security solutions.

The challenge was clear:

How do you create a campaign that doesn’t just get heard, but gets remembered, felt, and acted upon?

 

Solution: A Culturally-Powered Digital Audio Strategy Built for Engagement

Paytunes executed a strategic digital audio campaign designed to maximize memorability and engagement across key urban markets. The campaign leveraged a powerful cultural association, Kaun Banega Crorepati (KBC), one of India’s most iconic television properties, to create an immediate emotional connection with listeners.

The campaign focused on:

• Leveraging the excitement and trust associated with KBC to drive instant attention
• Audio storytelling that resonated with everyday home security concerns
• Clear communication of product benefits and brand promise
• High-frequency digital audio placements across podcasts and streaming music for optimal recall

Rather than relying solely on exposure, the campaign prioritized cultural resonance and clarity of messaging, ensuring that the audience not only heard the ad but connected with it. The creative aimed to balance performance with persuasion, capturing attention first, then guiding perception.

 

Results

 

Memorable Impressions

The campaign delivered a strong 37% Ad Recall, outperforming the benchmark by +12 points and ranking in the Top 10% for the category.

This indicates strong memorability and effective media placement. More than a third of respondents remembered hearing the ad while listening to podcasts or streaming music, a significant achievement in a cluttered digital audio environment.

 

Captivating Content

The creative generated a remarkable +30 point uplift in Interest, placing it in the Top 5% versus benchmar, the campaign’s standout metric.

Among exposed audiences:

• 78% expressed interest in the ad
• Compared to 43% in the control group

The KBC-powered audio storytelling clearly resonated, successfully capturing attention and driving curiosity. This exceptional interest rate demonstrates the power of pairing a trusted cultural property with a relevant brand message.

 

Enhanced Brand Image

The campaign positively influenced perception, delivering a +22 point uplift in Brand Image.

• 50% of exposed respondents reported a positive brand perception
• Compared to 28% in the control group

While slightly below benchmark expectations (-5 pts), the uplift demonstrates that the campaign didn’t just drive awareness, it strengthened how consumers felt about Godrej Locks, reinforcing perceptions of quality, security, and trust.

 

Increased Consideration

The campaign drove a +25 point uplift in Consideration, slightly above benchmark (+3 pts).

• 78% of exposed respondents indicated they would consider buying Godrej Locks
• Compared to 53% in the control group

This reflects meaningful movement in purchase intent driven by campaign exposure. The combination of high engagement and cultural relevance successfully translated attention into actionable consideration.

 

Opportunity Identified: Strengthening Brand Attribution

One key insight from the study was attribution. While engagement and recall were exceptionally strong, brand attribution measured at 13%, 26 points below benchmark levels.

This suggests that while audiences remembered and engaged with the ad, the strong KBC association may have overshadowed the Godrej Locks brand identity. Stronger brand cues, such as earlier brand name integration, a distinctive audio jingle, or clearer brand reinforcement throughout the creative, could further amplify results.

Importantly, this insight provides a clear optimization pathway for future campaigns.

 

Audio Ad Execution

The digital audio creative combined the excitement and familiarity of Kaun Banega Crorepati with relatable home security messaging, designed to connect with modern urban households. The ad emphasized product benefits and everyday security needs, ensuring relevance while maintaining entertainment value.

With stronger brand reinforcement and distinctive audio brand cues, future iterations have the potential to convert high engagement into even stronger brand ownership.

 

Conclusion

Paytunes’ digital audio campaign for Godrej Locks delivered a powerful performance in India’s competitive home security market.

With an Impact Score of 63, the campaign achieved:

• Top-tier Ad Recall (Top 10%)
• Exceptional Interest uplift (Top 5%)
• Strong Brand Image enhancement
• Meaningful growth in Consideration

While brand attribution presents an opportunity for refinement, the campaign successfully demonstrated the power of strategic digital audio advertising to capture attention, influence perception, and drive intent.

This case study reinforces a key insight:

When culturally resonant audio storytelling meets targeted digital distribution, brands don’t just reach audiences, they stay with them.