Mumbai: Audible launched its India-first app, Suno. Suno is home to a vast library of 60 audio shows in Hindi and English across genres like romance, thriller, horror, comedy, and self-help in a variety of formats including scripted fiction as well as non-fiction. This free-of-cost app has given Indian entertainment A-listers, including Tabu, Nawazuddin Siddiqui, Anurag Kashyap, and Vir Das, a new platform to explore their craft, but this time, through the medium of audio. Further cementing the arrival of this Indian-only service, Audible has now rolled out its marketing campaign, which highlights the power of storytelling through the medium of audio.
Celebrating the power of storytelling in its most authentic form, the audio medium, Audible Suno takes listeners on a journey across formats and genres they most relate to and enjoy. Evoking nostalgia from the time we listened to stories in our grandmothers’ laps or from age-stained books at bedtime, this service encourages listeners to experience and immerse themselves in these stories with the aid of India’s most famous voices, 3D sound design and the most powerful tool of all – one’s imagination.
And the 30-second commercials that are headlining this campaign do just that.
The ad transports the viewer to a theatrical and unlikely set-up where the original narrators of the shows, Tabu and Anurag for Thriller Factory are seen, telling a compelling story. The dramatic story draws the viewer in, but also has them confused about the bizarre set-up the actors are in…. Only a sudden distraction makes them realize that none of it is real – it’s all a product of the vivid imagination of the protagonist in the ad who is listening to the show on her commute. The ad film ends by showcasing the vast breadth of Suno’s 60 titles, which are free of cost and available to stream on Android devices.
In addition to the TV ads, Suno will also shortly be going live with several audio spots specifically created for movie theatres. Featuring thrilling clips from top shows, Kaali Awaazein and Thriller Factory, brought to life by the voices of greats like Amitabh Bachchan and Nawazuddin Siddiqui, the ad is set against a blank black screen. Extremely powerful, the ads reinforce the power of audio and leave the listeners wanting more.
Conceptualized by Orchard, Publicis Groupe, the key goal of the campaign was to bring alive the true power of storytelling by sparking the imagination. Audible Suno is a free service that aims to reignite India’s long-standing love for the spoken-word format and to bring alive the experience of consuming content in its purest form – audio. It showcases dramatized versions of some of the most heard and loved shows on the app, featuring celebrities like Tabu and Anurag, who have narrated these exclusively for Audible Suno.
Shailesh Sawlani, Country Head, Audible India, said “At Audible, we believe in the power of storytelling and, more importantly, we believe in the power of one’s imagination. Audio is an intimate, immersive medium that transports one back to a time when imagination is all one had to bring a story to life. With Suno, we want listeners everywhere to experience and visualize each story vividly, with the aid of our beloved talent like Tabu and Anurag Kashyap. We hope to reignite the love for storytelling and listening through our campaigns.”
Gaurav Dudeja, EVP and Branch Head, Leo Burnett Orchard Bangalore, stated “Audible Suno is a one-of-its-kind service. At a time OTT video content is expanding so rapidly, building a campaign for an audio brand was as unique as it was satisfying. The campaign is designed to highlight the powerful experience that audio has to offer, showing how captivating it can be. It uses simple and relatable moments in one’s life to showcase the need for gripping storytelling, which is further enhanced by the power of one’s imagination. The creatives were designed to grab attention and show that audio is indeed a game-changer in today’s world, and can be enjoyed on-the-go for free.”
Audible Suno has multiple OOH advertisements across bus stops, cabs, metros, and billboards and has also advertised in multiple leading Indian newspapers, and across key digital platforms too right from the day of launch.