{"id":1653,"date":"2026-02-04T13:55:03","date_gmt":"2026-02-04T08:25:03","guid":{"rendered":"https:\/\/www.paytunes.in\/blog\/?p=1653"},"modified":"2026-04-06T03:31:53","modified_gmt":"2026-04-05T22:01:53","slug":"amfi-x-paytunes-digital-audio-campaign-case-study","status":"publish","type":"post","link":"https:\/\/www.paytunes.in\/blog\/amfi-x-paytunes-digital-audio-campaign-case-study\/","title":{"rendered":"AMFI \u00d7 Paytunes Digital Audio Campaign Case Study"},"content":{"rendered":"
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AMFI \u00d7 Paytunes Digital Audio Campaign Case Study<\/span><\/h1>\n<\/blockquote>\n

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\"AMFI<\/p>\n

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Campaign Overview\u00a0<\/span><\/h2>\n

The Association of Mutual Funds in India (AMFI) is the apex body of the Indian mutual fund industry, focused on building investor awareness, trust, and long-term financial literacy across the country. In May, AMFI partnered with Paytunes to run a 15-day digital audio campaign aimed at educating financially aware adults and nudging them towards informed investment behaviour. The campaign used premium audio platforms such as Wynk, JioSaavn, and Pocket FM, supported by companion banners, to place AMFI\u2019s educational message in high-attention listening environments across both leading and emerging cities.<\/span><\/p>\n

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Objectives<\/span><\/h3>\n
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  • Drive incremental reach beyond AMFI\u2019s existing media channels, measured through reach uplift above the baseline.<\/span><\/li>\n
  • Maintain strong listen quality by improving LTR, ensuring users stay engaged with the audio message.<\/span><\/li>\n
  • Improve CTR from audio-plus-banner placements to signal stronger intent and curiosity for AMFI\u2019s content.<\/span><\/li>\n
  • Establish digital audio as a brand-safe, scalable channel for BFSI communication across T-30 and B-30 markets.<\/span><\/li>\n<\/ul>\n

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    Strategy & Execution<\/span><\/h3>\n
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    • Targeted users aged 25 and above with strong BFSI and fintech affinity signals, aligning with audiences closer to financial decision-making.<\/span><\/li>\n
    • Focused on a balanced mix of T-30 and B-30 cities to combine metro scale with emerging investor reach.<\/span><\/li>\n
    • Activated premium audio inventory on Wynk, JioSaavn, and Pocket FM with integrated banner support.<\/span><\/li>\n
    • Used a CPM buying approach to ensure efficient delivery within curated, high-quality listening environments.<\/span><\/li>\n
    • Monitored daily delivery, LTR, and CTR to maintain consistent engagement and optimise pacing across the campaign period.<\/span><\/li>\n<\/ul>\n

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

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      \"AMFI<\/p>\n

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      • Achieved a 1.19\u00d7 uplift in LTR, showing that listeners stayed engaged with the audio communication and absorbed the message.<\/span><\/li>\n
      • Recorded a 1.20\u00d7 uplift in CTR, indicating stronger user action when audio was reinforced with visual banners.<\/span><\/li>\n
      • Delivered a 1.04\u00d7 reach uplift, extending AMFI\u2019s message to new and relevant audience segments without excessive repetition.<\/span><\/li>\n
      • Observed multiple high-performing days where elevated CTR aligned with consistently strong LTR, reflecting effective creative and context fit.<\/span><\/li>\n<\/ul>\n

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        Device Type Breakdown & Reach Strategy<\/span><\/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

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          Insight: <\/b>The campaign’s engagement metrics, like LTR and CTR were 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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          AMFI Ad Execution –<\/h3>\n

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