Description
Pocket FM is a relatively new entrant in entertainment space. But, what make things even more challenging is the new format it has pioneered. Audio Series. Long-form, episodic, immersive storytelling built for binge listening. But explaining a new format through traditional media would be expensive and inefficient. We tapped into a uniquely Indian cultural behaviour. For centuries, street ear cleaners have offered professional ear cleaning in public spaces. For the first time, we transformed them into a live media channel. They offered free ear cleaning and sparked conversations around people’s listening habits. Earwax became a metaphor for “bad listening choices” such as mindless scrolling, repetitive content, and wasted attention. Pocket FM was presented as the smarter fix: richer stories worth listening to. Ear cleaners explained the app, recommended shows, and assisted people with instant downloads. To drive conversion, every new user received 1,000 Pocket FM coins on sign-up.
