{"id":1273,"date":"2025-09-08T19:58:28","date_gmt":"2025-09-08T14:28:28","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1273"},"modified":"2026-04-06T04:11:46","modified_gmt":"2026-04-05T22:41:46","slug":"case-study-kitkat-metro-audio-ad-campaign-on-delhi-metro-powered-by-paytunes","status":"publish","type":"post","link":"https:\/\/www.paytunes.in\/blog\/case-study-kitkat-metro-audio-ad-campaign-on-delhi-metro-powered-by-paytunes\/","title":{"rendered":"Case Study: KitKat Metro Audio Ad Campaign on Delhi Metro Powered by Paytunes"},"content":{"rendered":"

\"KitKat<\/h2>\n

<\/h2>\n

Introduction<\/b><\/h2>\n

The KitKat Metro Audio Ad Campaign, executed in collaboration with Paytunes, marked a high-impact brand activation on Delhi Metro\u2019s Violet Line. Nestl\u00e9 KitKat strategically chose one of the busiest commuter corridors to engage students, professionals, and shoppers. The Violet Line, connecting heritage hubs, premium markets, and educational clusters, offered exposure to a diverse and high-value audience.<\/span><\/p>\n

In a city where millions rely on the Metro daily, KitKat used in-train audio announcements to capture attention in a captive, distraction-free environment. The medium aligned perfectly with KitKat\u2019s \u201cBreak the Loop\u201d positioning, delivering the brand message at moments when commuters were most receptive.<\/span><\/p>\n

 <\/p>\n

Campaign Objectives<\/b><\/h3>\n

The key objectives of the campaign were:<\/span><\/p>\n

    \n
  • Enhance brand visibility among daily commuters in Delhi-NCR.<\/span><\/li>\n
  • Engage students and professionals in high-density metro stretches.<\/span><\/li>\n
  • Guarantee message delivery with unskippable audio ads.<\/span><\/li>\n
  • Drive KitKat\u2019s \u2018Break the Loop\u2019 identity by tying into daily commuter routines<\/span><\/li>\n<\/ul>\n

     <\/p>\n

    Campaign Execution<\/b><\/h3>\n

     <\/p>\n

    Media Format<\/b><\/p>\n

      \n
    • Medium: In-metro Audio Announcements<\/span><\/li>\n
    • Creative Duration: 20 seconds each<\/span><\/li>\n
    • Slots Purchased: 900<\/span><\/li>\n
    • Slots Delivered: 1,116 (+24% value additions)<\/span><\/li>\n<\/ul>\n

       <\/p>\n

       <\/p>\n

      Creative Approach<\/b><\/p>\n


      \n<\/b>The campaign\u2019s creatives were crafted to mimic the tone and style of real metro announcements, making them instantly familiar to commuters. This approach not only captured attention but also blended seamlessly into the daily travel environment. The messaging encouraged commuters to step out of the monotony of listening to the same old playlists and instead discover new songs on Spotify through KitKat\u2019s \u201cBreak the Loop\u201d packs. This smart integration of routine (metro travel) with disruption (new music discovery) made the message both relatable and impactful.<\/span><\/p>\n

       <\/p>\n

      Routes & Target Stretches<\/b><\/p>\n


      \n<\/b>The campaign was executed across 6 critical stretches of the Violet Line:<\/span><\/p>\n

        \n
      1. Kailash Colony \u2013 Moolchand<\/span><\/li>\n
      2. Lajpat Nagar \u2013 Jangpura<\/span><\/li>\n
      3. Lal Quila \u2013 Kashmere Gate<\/span><\/li>\n
      4. Janpath \u2013 Central Secretariat<\/span><\/li>\n
      5. Central Secretariat \u2013 Khan Market<\/span><\/li>\n
      6. Jangpura \u2013 Lajpat Nagar<\/span><\/li>\n<\/ol>\n

        Campaign Duration<\/b><\/p>\n

        Planned Tenure: 15 days<\/span>
        \n<\/span>Actual Execution: 21 days<\/span>
        \n<\/span>Train Sets: 602 and 610<\/span>
        \n<\/span>Total Round Trips: 186 (88 on TS-602 + 98 on TS-610)<\/span><\/p>\n

        Between 8th August 2025 and 29th August 2025, in-train audio advertisements for Nestl\u00e9 KitKat were played on the Violet Line (Line 6) of the Delhi Metro, specifically covering the Kashmere Gate to Badarpur section in both directions.<\/span><\/p>\n

          \n
        • On Train Set 602, the ads ran from 8th August to 29th August 2025, completing 88 round trips on the Kashmere Gate \u2194 Badarpur route and delivering 528 ad plays.<\/span><\/li>\n
        • On Train Set 610, the ads ran from 8th August to 28th August 2025, completing 98 round trips on the same route and delivering 588 ad plays.<\/span><\/li>\n<\/ul>\n

          In total, the campaign covered 186 round trips across the Kashmere Gate\u2013Badarpur corridor during the August 2025 cycle, resulting in 1,116 ad plays.<\/span><\/p>\n

           <\/p>\n

          \"KitKat<\/p>\n

           <\/p>\n

          Performance & Delivery<\/b><\/h4>\n
            \n
          • Total Ads Delivered:<\/b> 1,116 (vs. 900 committed)<\/span><\/li>\n
          • Value Additions:<\/b> +24% extra free plays<\/span><\/li>\n
          • Completion Rate:<\/b> 100%<\/span> (captive in-train environment)<\/span><\/li>\n
          • Daily Frequency:<\/b> Multiple exposures per trip reinforced recall<\/span><\/li>\n
          • Audience Mix:<\/b> Students, professionals, shoppers, and leisure travelers<\/span><\/li>\n<\/ul>\n

             <\/p>\n

            Estimated Ridership – 21 Days<\/span><\/h3>\n

             <\/p>\n

              \n
            • The Delhi Metro Violet Line carried over <\/span>6.3 million<\/span> riders during the campaign period.<\/span><\/li>\n<\/ul>\n

               <\/p>\n

                \n
              • Central stretches like Lal Quila \u2013 Kashmere Gate and Janpath \u2013 Central Secretariat accounted for between 1.47 million and 2.1 million rides, representing some of the busiest segments.<\/span><\/li>\n<\/ul>\n

                 <\/p>\n

                  \n
                • Residential and commercial routes such as Kailash Colony \u2013 Moolchand and Lajpat Nagar \u2013 Jangpura saw steady use, with total ridership estimated between 420,000 and 1.05 million riders.<\/span><\/li>\n<\/ul>\n

                   <\/p>\n

                    \n
                  • The Jangpura \u2013 Lajpat Nagar segment, benefiting from interchange access, handled an estimated 840,000 to 1.47 million passengers.<\/span><\/li>\n<\/ul>\n

                     <\/p>\n

                    \u00a0Key Results<\/b><\/h3>\n
                      \n
                    • Strong Brand Recall<\/b><\/li>\n<\/ul>\n

                      By targeting students and professionals in high-footfall metro stretches, KitKat successfully embedded itself as a top-of-mind snacking brand during commutes.<\/span><\/p>\n

                        \n
                      • Guaranteed Exposure<\/b><\/li>\n<\/ul>\n

                        With zero ad skips and 100% completion rates, every play translated into a fully delivered brand message.<\/span><\/p>\n

                          \n
                        • Break the Loop Relevance<\/b><\/li>\n<\/ul>\n

                          The campaign disrupted routine with a playful reminder to change the playlist, linking directly to KitKat\u2019s \u201cBreak the Loop\u201d identity and its collaboration with Spotify.<\/span><\/p>\n

                           <\/p>\n

                          Key Takeaways\u00a0<\/b><\/h3>\n

                           <\/p>\n

                            \n
                          • Strategic Placement:<\/b> Leveraging the Violet Line connected KitKat with a highly diverse audience including students, professionals, and shoppers, ensuring broad yet targeted exposure.<\/span><\/li>\n
                          • High Engagement:<\/b> The campaign capitalized on daily commuters\u2019 dwell time, effectively turning a transit environment into a brand touchpoint.<\/span><\/li>\n
                          • Audience Diversity:<\/b> By targeting heritage hubs, premium markets, and educational clusters, KitKat reached both aspirational and mainstream segments simultaneously.<\/span><\/li>\n
                          • Brand Visibility & Recall:<\/b> The prominent placement within a busy metro corridor enhanced visibility, creating repeated brand impressions and reinforcing recall.<\/span><\/li>\n<\/ul>\n

                            Listen to the Podcast Version of this Blog<\/h3>\n

                             <\/p>\n