iWorld
Triton Digital and VTION Digital demonstrate effectiveness of podcast in new study
Mumbai: The global technology and service provider to the digital audio and podcast industry, Triton Digital, has unveiled the results of their “Podcast Advertising Effectiveness Study,” commissioned with VTION Digital Analytics, a leading digital consumer behaviour intelligence platform.
The survey highlights the strong growth of podcast listening in India and the effectiveness of podcast advertising to drive brand and product recall.
According to the study, on an average, audio content consumers in India listen to podcasts three to four times per week. In metro cities, this rate is even greater, with 70 per cent of respondents listening to podcasts weekly and 30 per cent listening daily.
He added, “Our study further demonstrates a high brand recall in the region and a willingness to receive additional advertisements, setting the medium up for a long future of success.”
Additional key findings of the study include:
Podcast listeners are willing to listen to ads. In fact, out of the total respondents who have reported ever hearing a podcast ad, 42 per cent had no issues with hearing ads in the middle of podcasts that are free.
Advertising frequently leads to purchases. 80 per cent of listeners who have heard of a product are interested in learning more about it, with 29 per cent claiming to have bought the product they heard advertised.
Podcast advertisements catch people’s attention. 40 per cent of listeners state that ads in between podcasts always or often capture their attention, with 40 per cent of these listeners saying they trust these advertisements.
“We are grateful to be commissioned by Triton Digital to study the state of podcast listening in India and measure the effectiveness of podcast advertising in the region,” said VTION Digital Analytics chief executive officer Manoj Dawane.
“Podcasts are clearly becoming a popular medium in India. It is great to see listeners respond positively to podcast advertisements as well,” he concluded.
The report surveyed 354 VTION panellists who defined themselves as podcast listeners between 1 August and 7 August. Triton Digital will be sharing these results at Radiodays Asia, 6-7 September in Kuala Lumpur, Malaysia.
Check the full report here: (Embed Link) https://info.tritondigital.com/podcast-advertising-effectiveness-survey
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
