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Insights To Inspire

A flagship thought leadership series that helped advertisers navigate changing consumer behaviour through the lens of audio. From seasonal playbooks to podcasts and webinars, I turned JioSaavn’s first-party insights into powerful storytelling tools that educated, enabled, and inspired marketers across the country.

The Challenge

In the early months of the pandemic, daily life had shifted dramatically: work-from-home playlists replaced commuting jams, and wellness tunes took over party anthems. What remained constant, though, was people’s reliance on music and podcasts for comfort, motivation, and connection. Audio engagement surged, ComScore recorded a 39% increase in March alone. As part of JioSaavn for Brands, I knew we needed to help advertisers make sense of these evolving habits and build meaningful, contextual campaigns. Brands were eager to reach listeners during these moments, they just needed the right insights and creative direction.


The Process

What began as a one-off idea, Connecting From a Safe Distance became the first in the Insights to Inspire series. I did not yet realise we were sitting on a treasure trove of insights advertisers would quickly adopt. I analysed hundreds of unique data points, identified behavioural and thematic listening trends, and translated those into actionable narratives and campaign ideas. We distributed the playbooks across our sales, social, and owned channels. Sales teams used them to open conversations with previously unreachable clients. Account managers used them to upsell existing ones; a major win at a time when budgets were under pressure to prove ROI. 


Over time, I expanded the series to cover seasonal and cultural tentpoles. I led the launch of a companion podcast, developed webinars with agency leaders, and oversaw distribution to keep JioSaavn top-of-mind as a strategic audio partner.

The Outcome

  • Contributed to 27% of total ad revenue over six months 

  • Generated a 34% increase in inbound leads

  • Achieved an 83% read-through rate across playbooks

  • Reached 5,000+ marketers and agencies

  • Won Best B2B Campaign at the ICMA Awards

  • Sparked long-term sales enablement content and channel diversification

  • Positioned JioSaavn as a trusted authority in audio marketing


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