Pocket FM
Pocket FM, a category-defining audio entertainment platform, partnered with Alphabet Media to elevate its brand positioning and embed its content into the broader digital entertainment narrative.
Pocket FM
Pocket FM, a category-defining audio entertainment platform, partnered with Alphabet Media to elevate its brand positioning and embed its content into the broader digital entertainment narrative. Despite strong metrics, Pocket FM was still seen as an audio-only platform for mass consumption. Alphabet Media’s brief was to strategically associate Pocket FM with the quality and prestige of mainstream OTT content. By tapping into entertainment media, celebrity participation, and culturally resonant storytelling formats, Alphabet Media positioned Pocket FM not just as an audio platform, but as a core player in the entertainment ecosystem.
Background & Challenge
With over 200 million users, 100 million+ downloads, and an ARR exceeding $150 million—more than $100 million from the US alone— Pocket FM had proven its business model. However, its brand perception lagged behind its success.
Two core challenges emerged:
- Shift how people saw Pocket FM—from just a mass app for casual listeners to a platform known for high-quality content and deeply engaged audiences.
- Integrate Pocket FM content into the OTT entertainment ecosystem, emphasizing its serialized, binge-worthy nature akin to popular streaming series.
Strategy & Approach
Alphabet Media focused on three key strategic levers:
- Editorial Integration with Entertainment Media: Curated seasonal listicles and trend-watch features on high-traffic entertainment portals, placing Pocket FM shows alongside top OTT series.
- Celebrity-Led Amplification: Spotlighted TV and soap opera actors who voice lead characters in Pocket FM series, leveraging their fame to raise the cultural cachet of the platform.
- Narrative-Led Brand Architecture: Developed the “100 Crore Club” concept, framing Pocket FM shows that surpassed 100 crore in listenership as blockbuster IPs on par with successful film and web series content.
Execution
- Deployed editorial campaigns across leading entertainment and pop culture websites, with Pocket FM titles featured in watchlists and “what to binge” articles during festive and seasonal periods.
- Created media stories and interviews highlighting popular TV actors voicing key roles in top-performing series, showcasing Pocket FM’s casting strength.
- Rolled out the “100 Crore Club” narrative across digital media—spotlighting audio series that had hit massive revenue and listenership milestones, cementing Pocket FM’s role as a commercial content leader.
Results at a Glance
Media Stories Across Leading Entertainment & Business Platforms
Higher Share of Voice vs Major Competitors
Coverage from A-Tier Publications & Prime-Time Amplification
Earned Media Coverage for “100 Crore Club” IP
Stories for “Superheroes” Campaign
Stories for “Action Thrillers” Campaign
Top Television & Voice Talent Driving Fan Traction
Boosted Recognition, App Downloads & Audience Recall