PNG Jewellers Paytunes Campaign: How Digital Audio Achieved 1.70× CTR Across 10 Cities

 

 

PNG Jewellers, one of India’s most trusted fine jewellery brands, partnered with paytunes in March 2026 to explore how digital audio can move beyond awareness and drive real engagement. The 6-day campaign (25th to 30th March 2026) was executed across ten cities, including Mumbai, Pune, Kanpur, Gorakhpur, and Varanasi. Using non-skippable 30-second Hindi audio ads paired with companion banners across premium platforms, the campaign aimed to connect with aspirational urban audiences during everyday listening moments. The result was strong listener attention, consistent engagement across all cities, and a clear demonstration that audio can drive both recall and action at scale.

 

Reaching the Aspirational Urban Jewellery Buyer Before the Festive Window Opens

• Maintain a Listen-Through Rate (LTR) above benchmark across all ten cities, ensuring strong listener attention and message completion.
• Achieve a Click-Through Rate (CTR) above industry benchmark, proving that digital audio can drive active engagement.
• Deliver scalable reach across multiple cities without compromising performance quality.
• Establish digital audio as an effective channel for premium jewellery marketing.

 

30-Second Hindi Audio on Spotify, YouTube Music, and JioSaavn: Targeting Aspirational Urban Listeners Aged 22+ Across Ten Cities

• A simultaneous multi-platform deployment across Spotify, YouTube Music, and JioSaavn ensured near-comprehensive coverage of India’s premium digital audio audience — eliminating inventory blind spots across all ten cities.
• The non-skippable audio ad + companion banner format was chosen deliberately: the audio guaranteed message delivery, while the companion banner created a clickable engagement layer, combining passive brand exposure with an active response opportunity in every impression.
• Frequency was capped at approximately 4 exposures per unique listener to maximize incremental reach across the 6-day window without inducing listener fatigue.
• Precision affinity targeting focused on Male/Female audiences aged 22+ with lifestyle and aspirational consumer signals, reaching listeners most aligned with a fine jewellery consideration mindset.
• A single Hindi-language creative of up to 30 seconds was deployed uniformly across all ten cities, anchoring the campaign in cultural familiarity and brand heritage while maintaining message consistency at scale.

 

Clicks, Completes, and Cities: PNG Jewellers’ Audio Campaign by the Numbers

 

 

Performance was assessed using paytunes’ core metrics of CTR and LTR, with reach delivery validating campaign scale.

• LTR: 1.09× vs benchmark, strong listener attention maintained throughout the campaign, with above-benchmark LTR recorded in every single geo without exception.
• CTR: 1.70× vs benchmark, the campaign’s headline metric, nearly double the industry standard, confirming that PNG Jewellers’ audio creative drove active, measurable digital action across all ten markets.
• Reach: 1.01× vs plan, marginally exceeding the planned delivery volume.

Both LTR and CTR  improved progressively day-over-day across the 6-day flight, with peak engagement recorded on the final day, a clear signal of compounding creative resonance as campaign frequency built toward its optimal level.

 

Android-First Reach: Why 87% Mobile Delivery Validates PNG Jewellers’ Urban Aspirational Shopper 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.

 

Urban Aspirational Listeners Aged 22–44: Affinity-Targeted Daily Streamers Across India’s Metro and Tier-2 Markets

• The campaign targeted men and women aged 22+, with 25–44 emerging as the core audience segment.
• Audience selection was based on lifestyle behaviour, digital activity, and aspirational purchase signals.
• The audience skewed slightly male, highlighting an opportunity to expand female-focused targeting in future campaigns.

 

Compounding Momentum: How PNG Jewellers’ Listeners Engaged More Deeply as the Campaign Built Frequency

• Engagement peaked in the final days, with the highest CTR recorded on the last day.
• Both LTR and CTR improved steadily, showing that repeated exposure strengthened engagement.
• The campaign demonstrated that frequency increases effectiveness rather than causing fatigue.

 

Kanpur Leads, Maharashtra Dominates Volume: How PNG Jewellers’ Audio Resonated Across Metro and Tier-2 India

 

 

Every one of the ten cities exceeded the 80% LTR benchmark, a uniform above-benchmark performance that validates both creative quality and targeting precision across geographically diverse markets.

• Kanpur: 1.11× LTR,  the top-performing city in the campaign, outperforming every metro including Mumbai. A Tier-2 market leading on listener engagement is a strong signal of digital audio maturity in India’s interior cities.
• Rest of Maharashtra: 1.10× LTR,  the largest impression volume contributor alongside Mumbai, delivering consistent quality across a geographically broad region.
• Mumbai: 1.10× LTR | highest absolute click volume in the campaign, the combination of scale and engagement in India’s financial capital made it the campaign’s single most commercially productive market.
• Pune: 1.10× LTR,  strong attentive listening from a market with high aspirational consumer density.
• Indore: 1.09× LTR, stable, reliable listener attention throughout.
• Lucknow: 1.09× LTR, strong receptivity in a digitally active north-central market.
• Gorakhpur: 1.09× LTR, an emerging digital audio market that matched established metros on listener engagement quality.
• Patna: 1.08× LTR, consistent listen-through quality across the full campaign flight.
• Goa: 1.07× LTR, the relative laggard across the ten markets, but still meaningfully above benchmark throughout.

 

Varanasi Value Add Deep-Dive: A Mid-Campaign Geo Addition That Delivered From Day One

Varanasi was activated mid-campaign, joining the media plan on 27th March 2026, two days into the overall flight. Despite the shorter window of just three active days, the city delivered a complete picture of creative performance, with its own daily delivery data and a two-creative split that offers direct insight into which message approach worked better with Varanasi’s listeners.

Varanasi Campaign Performance Summary

• Total Impressions: exceeding the planned target by 1.07×.
• Overall LTR: 1.09× vs benchmark, consistent with the campaign’s top-performing cities.
• Overall CTR: 1.07× vs benchmark, above the 0.30% industry standard.

Key Varanasi Insight: Varanasi exceeded its planned impression target, delivered above-benchmark LTR and CTR across all three active days, and provided a clear creative preference signal, all from a mid-campaign activation. This makes it one of the most data-rich markets in the campaign despite its shorter window, and a strong candidate for a full-flight primary geo in future campaigns.

 

Jewellery Audio Works Best When It Has Time to Compound: What PNG Jewellers’ Campaign Taught Us

 

• LTR and CTR can grow together, showing that attention and action are not trade-offs.
• Tier-2 markets are highly responsive, with several cities matching metro performance.
• Frequency builds engagement, improving both listening and click behaviour over time.
• Mid-campaign expansions can succeed, as demonstrated by Varanasi’s performance.

 

Scaling Across Ten Cities in Six Days: Managing Delivery Quality Without Sacrificing Engagement

Challenge: Maintaining consistent LTR and CTR quality simultaneously across ten geographically and demographically diverse cities, including a mid-campaign geo addition, within a compact 6-day window, across three different streaming platforms with distinct audience compositions.

How it was addressed: Precision affinity targeting, a calibrated frequency cap, and simultaneous multi-platform deployment ensured that delivery quality and engagement scale moved together rather than trading off. Varanasi’s mid-campaign activation was managed without disrupting overall delivery pacing, the city exceeded its impression target while the overall campaign also beat plan. Both CTR and LTR improved day-over-day across the flight, confirming that the execution approach maintained quality as volume scaled.

 

Occasion-Led Sequencing and a Varanasi-First Strategy: PNG Jewellers’ Next Audio Move

• Extend campaign duration to allow stronger frequency buildup and deeper engagement.
• Test creative variations to improve CTR further.
• Expand focus on female and occasion-based targeting.
• Scale high-performing Tier-2 markets like Varanasi, Gorakhpur, and Patna.
• Introduce brand lift measurement to connect engagement with long-term impact.

 

Why Jewellery Brands Cannot Afford to Be Ignored in 2 Seconds: A paytunes Perspective

In today’s digital landscape, the battle for consumer attention is not just fierce, it is structurally asymmetric. Most digital ad formats have already lost the fight before the brand has finished speaking. Audio is the exception.

 

Your Jewellery Ad Has 1.6 Seconds to Speak on Most Platforms, Here’s Why That’s Not Enough

• Banner and display ads hold user focus for only 1.6–2.6 seconds before being ignored or scrolled past, not enough time to communicate a brand name, let alone build aspiration for a premium jewellery product.
• Short-form video ads and reels hold attention for approximately 7–9 seconds before users swipe away or skip, again, insufficient for the emotional arc that jewellery brand messaging requires.
• This fleeting engagement translates directly into weak brand recall and minimal measurable action, a costly outcome for a category where purchase decisions are high-involvement and emotionally driven.

 

The Unique Edge of In-Stream Digital Audio

• In the PNG Jewellers campaign, 30-second in-stream audio ads with companion banners were deployed across Spotify, YouTube Music, and JioSaavn,  reaching listeners in non-skippable, mobile-first environments where the full message was guaranteed to land.
• The campaign achieved a Listen-Through Rate of 1.09× above the industry benchmark, meaning a substantial share of listeners heard the PNG Jewellers message in full, delivering a duration of brand exposure that no visual format in this campaign could have replicated.
• The CTR of 1.70× benchmark confirms that audio attention translates into active digital engagement, not just completed listens. Listeners who heard the message in full were nearly twice as likely as the benchmark to act on it.

 

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	1.09x  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

The PNG Jewellers and paytunes collaboration shows how digital audio can deliver both attention and action at scale. The campaign achieved strong listening completion, nearly doubled engagement benchmarks, and maintained consistent performance across ten cities. It also proved that Tier-2 markets are not just reachable but highly responsive to premium brand messaging. With the right combination of targeting, creative execution, and platform strategy, digital audio becomes a powerful channel for driving meaningful consumer engagement.

If you want your brand to capture attention and drive real results, partner with paytunes to create high-impact audio campaigns that truly connect.

 

Also Read – Ambuja Cement Payment Soundbox Campaign Case Study – Paytunes