Through its ‘Ear-Cleaning’ campaign for ‘India, Kuch Acha Suno!’, Pocket FM delivers a refreshing escape from the noise, blending humor and insight into an engaging call to reset and refocus on content that truly matters.
India, June 12, 2025 – In a world flooded with endless opinions, unsolicited advice, and digital noise, Pocket FM has launched a bold and unexpected activation as part of its ongoing campaign, ‘India, Kuch Acha Suno!’. The initiative transforms the age-old Indian tradition of street-side ear cleaning into a powerful metaphor for filtering out chaos and listening to what truly matters.
A Unique Blend of Tradition, Humour & Social Commentary
As part of the campaign, global influencers including Brown Wanderers, Kyle Paul, Andy Evans (The Aussie Bhai), Joshua Barnes, and Praveen took to the bustling streets of India for a refreshing, unconventional experience—having their ears cleaned by street-side professionals who have been practicing this craft for generations.
Through humour, nostalgia, and cultural insight, the campaign draws attention to how modern life bombards us with information overload, reminding audiences to pause, reset, and tune into content that actually adds value.
Brand Message Reinforced with Real Engagement
Vineet Singh, Head of Brand Marketing and Communications at Pocket Entertainment, shared the vision behind the campaign:
“We live in incredibly noisy times, constantly surrounded by voices we never signed up for. The ‘roadside ear cleaners’ concept both metaphorically and literally reflects the overwhelming clutter in our lives. This activation adds a quirky and global twist to our brand ideology—reinforcing our message to block out the chaos and focus on content that makes us feel better.”
Authentic, Real-Time Storytelling That Resonates
Shot on real locations with real reactions, the campaign follows influencers as they transition from sensory overload to inner peace, culminating in a powerful moment where they slip on their earphones and tune into Pocket FM.
Massive Audience Impact & Digital Uplift
The campaign has struck a chord with global audiences, generating:
📊 Over 1 million engagements in its first week
📺 900K video views across platforms
📈 37% increase in search trends for Pocket FM
In an era where digital burnout is real, and influencers themselves are acknowledging the pressure to constantly perform, this campaign flips the script—embracing a cultural truth that resonates both locally and globally: sometimes, it’s okay to step away from the noise.
Watch the Campaign Unfold:
🎥 Andy Evans: Instagram Link
🎥 Kyle Paul: Instagram Link
🎥 Joshua Barnes: Instagram Link
🎥 Praveen: Instagram Link
This thoughtful, witty, and culturally relevant activation continues to strengthen Pocket FM’s mission to redefine listening experiences—encouraging people to filter out the distractions and immerse themselves in meaningful content.
