Agency: Edelman India
After success in developed markets like the USA, UK and others, Audible, for the first time, were going to enter a developing country. Audio books were extremely niche, were not a popular form of consumption of entertainment and the audiences in India were unfamiliar with the concept of audio books. Our audience was recently discovering and immersing themselves in the world of Netflix, Amazon Prime, Hotstar, and other content streaming platforms. Direct competition in the form of Storytel and Google Books already existed, Storytel even had a robust regional library. The market was cluttered with options that offered entertainment across platforms, how could we then break that clutter. The client was keen that awareness reach the mass audience and deliver maximum impact expectations from the launch were immense as Audible is the global leader in Audiobooks.