{"id":1358,"date":"2025-10-23T15:22:34","date_gmt":"2025-10-23T09:52:34","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1358"},"modified":"2026-04-06T04:04:20","modified_gmt":"2026-04-05T22:34:20","slug":"rusan-pharma-x-paytunes-digital-audio-campaign-success","status":"publish","type":"post","link":"https:\/\/www.paytunes.in\/blog\/rusan-pharma-x-paytunes-digital-audio-campaign-success\/","title":{"rendered":"Rusan Pharma \u00d7 Paytunes: Digital Audio Campaign Success"},"content":{"rendered":"

How Rusan Pharma Drove 3\u00d7 Engagement with Paytunes\u2019 Nationwide Digital Audio Campaign<\/b><\/h1>\n

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\"Rusan<\/p>\n

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Campaign Overview\/Background<\/b><\/h2>\n

In an age where consumer attention is fragmented across multiple screens, Rusan Pharma sought a medium that could deliver both intimacy and impact. Partnering with Paytunes, the brand launched a nationwide digital audio campaign designed to engage health-conscious audiences through storytelling that resonates. By combining immersive in-stream audio ads with companion display banners, the campaign connected with listeners across music and podcast platforms, translating awareness into measurable engagement across metros and emerging Tier 2 markets.<\/span><\/p>\n

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Objectives<\/b><\/h3>\n
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  • Improve brand engagement through audio-led storytelling.<\/span><\/li>\n
  • Create sustained recall with companion banners reinforcing audio messaging.<\/span><\/li>\n
  • Expand regional penetration while retaining strong performance in metro cities.<\/span><\/li>\n
  • Track Paytunes engagement metrics (LTR, CTR, Reach) as core success indicators.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/b><\/h3>\n
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    • Platforms: Deployed across YouTube Music, JioSaavn, Spotify, PocketFM, and 850+ streaming channels.<\/span><\/li>\n
    • Creative Mix: Short-form audio followed by call-to-action banners to maximize click-throughs.<\/span><\/li>\n
    • Duration: Campaign ran over multiple months, ensuring both breadth (reach) and depth (frequency).<\/span><\/li>\n
    • Targeting: Adults 25\u201345 across metros and strong Tier 2 markets (e.g., Lucknow, Indore, Jaipur).<\/span><\/li>\n
    • Optimization: Regular tracking with mid-campaign refinements (e.g., retargeting, daypart prioritization).<\/span><\/li>\n<\/ul>\n

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      Key Results & Outcomes<\/b><\/h3>\n

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      \"Performance<\/p>\n

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      • LTR: Recorded a steady uplift of 1.12x<\/span>, highlighting enhanced listen-through rates and consumer stickiness.<\/span><\/li>\n
      • CTR: Achieved a striking 3.17x<\/span> lift over initial benchmarks, indicating highly effective click motivation.<\/span><\/li>\n
      • Reach: Delivered stable reach across platforms and geographies (1.0x baseline).<\/span><\/li>\n<\/ul>\n

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        City wise Segmentation<\/b><\/h3>\n

        The Rusan Pharma campaign achieved consistent LTR uplifts across seven major Tier 1 cities as follows:<\/span><\/p>\n

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        • Hyderabad led with an LTR uplift of approximately 1.16\u00d7.<\/span><\/li>\n
        • Kolkata followed closely with an uplift of about 1.15\u00d7.<\/span><\/li>\n
        • Pune demonstrated a notable uplift of around 1.13\u00d7.<\/span><\/li>\n
        • Bengaluru and Chennai both recorded similar uplifts near 1.12\u00d7.<\/span><\/li>\n
        • Delhi NCR showed an uplift of approximately 1.10\u00d7.<\/span><\/li>\n
        • Mumbai posted a solid uplift close to 1.09\u00d7.<\/span><\/li>\n<\/ul>\n

          These figures reflect meaningful increases in listener retention and engagement across key metropolitan markets.<\/span><\/p>\n

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          Audience Demographics & Segmentation<\/b><\/h3>\n
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          • Core: Male + Female, 25\u201345 years.<\/span><\/li>\n
          • Segmentation: Working professionals, health enthusiasts, and decision-makers in urban centers.<\/span><\/li>\n
          • Metro cities (Delhi, Mumbai, Bengaluru) delivered higher CTR multipliers, while Tier 2 cities provided consistent reach continuity.<\/span><\/li>\n<\/ul>\n

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            Device Type Breakdown & Reach Strategy<\/b><\/h3>\n
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            • Mobile Android<\/b>
              \n<\/span>Dominated delivery with ~87.74% share of total impressions.<\/span>
              \n<\/span>Primary driver of LTR and CTR uplift across the campaign.<\/span><\/li>\n
            • Mobile iOS<\/b>
              \n<\/span>Accounted for ~10.92% share, representing the second-largest contributor.<\/span>
              \n<\/span>Played a key role in complementing Android reach, especially among premium users.<\/span><\/li>\n
            • Tablet (Android)<\/b>
              \n<\/span>Very minimal share (~0.6%)<\/span>
              \n<\/span>Likely contributed to incidental or passive listening sessions.<\/span><\/li>\n
            • Desktop (Other)<\/b>
              \n<\/span>Represented ~0.42% of impressions.<\/span>
              \n<\/span>Minimal engagement; not a core device for audio-based interaction.<\/span><\/li>\n
            • Smart Home Devices \/ Smart Watches<\/b>
              \n<\/span>Combined share 0.17%, highlighting negligible interaction on wearables or IoT devices.<\/span><\/li>\n
            • Tablet (iPad)<\/b>
              \n<\/span>Lowest delivery at ~0.14%, indicating limited usage among the campaign’s target demographic.<\/span><\/li>\n<\/ul>\n

              Insight: <\/b>The campaign’s engagement metrics like LTR and CTR was primarily driven by mobile-first consumption, validating Paytunes\u2019 strategy of focusing on audio delivery across smartphones, where user attention and interaction were most consistent.<\/span><\/p>\n

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              Rusan Pharma Ad Execution \u2013<\/strong><\/h3>\n

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