Audible: Listening is Seeing

Audible, the audiobook platform, successfully launched in India to establish audiobooks as a legitimate form of entertainment.

Campaign details

Agency: Edelman IndiaBrand: Audible

Business Issue

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...

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