In the dynamic and ever-evolving world of digital marketing, where attention spans are fleeting and consumer scepticism runs high, brands in India are embracing an unlikely yet powerful ally — podcasting. Once considered a niche medium, podcasts have surged into the mainstream, offering a rare trifecta of intimacy, authenticity, and sustained engagement. For brands trying to rise above the noise of a saturated media landscape, podcasting has become not just relevant but revolutionary.
Take, for instance, What Women Want, the widely popular podcast hosted by Bollywood icon Kareena Kapoor Khan. The show isn’t just a celebrity-driven chat fest—it’s a thoughtful series that dives into topics around gender, relationships, and society. It is co-presented by Dabur Amla and Dabur Gulabari, while it is co-powered by Philips Garment Steamer and Max Life Insurance. For brands, being part of such a platform offers contextual relevance and emotional resonance. A skincare brand, for example, advertising in an episode about self-care doesn’t feel like an interruption; it feels like a contribution to the conversation. Similarly, the high-profile episode featuring Nikhil Kamath in conversation with Prime Minister Narendra Modi was more than just content—it was a cultural moment. Such podcasts bridge the gap between politics, business, and the public, capturing widespread attention and offering unmatched visibility for any associated brand. It’s the kind of exposure no 30-second TV spot can match in credibility or impact.
Entrepreneurs like Raj Shamani have also tapped into the medium’s vast potential, blending storytelling, brand partnerships, and personal branding with finesse. Shamani’s podcast features unfiltered dialogues with startup founders, industry leaders, and creatives, weaving in brand integrations that feel organic rather than orchestrated. Collaborations with brands like Bellavita and The Souled Store don’t just ride on his popularity; they align with his audience’s interests—young, entrepreneurial, and aspirational.
“The growing popularity of podcasts in India presents a compelling opportunity for marketers. What was once a niche platform is now swiftly becoming mainstream with the increased adoption of smartphones and demand for on-demand content. This trend has translated to a highly engaged audience, which is typically affluent, educated and actively seeking enriching content – offering brands a golden opportunity to create deeper connections with consumers,” says Ashish Tiwari, Chief Marketing Officer, Home Credit India. He further explains that taking the cost-effectiveness into consideration, podcasts are more advantageous over traditional media like print, television and radio. With lower production costs, podcasts are also a more accessible option for all businesses. He goes on to highlight, “Podcasts allow precise audience targeting based on demographics, interests and listening behaviour that ensures efficiency of marketing money and delivers a strong return on investment. Compared to the fleeting nature of social media, podcasts have longer engagement periods with less cluttered advertisements/environments that cut through the digital noise effectively.”
The media landscape has undergone a seismic shift in recent years, with audiences gravitating toward content that feels personal, immersive, and on-demand. Podcasts have emerged as a cornerstone of the new communication mix. They offer a unique blend of long-form storytelling and intimate engagement, aligning perfectly with the modern consumer’s appetite for depth, authenticity, and choice. Leveraging this, CoinDCX, a leading cryptocurrency exchange in India, partnered with popular podcasters to create educational content on cryptocurrency for beginners.
Speaking about the initiative, Prashant Verma, Chief Growth & Marketing Officer, CoinDCX, says, “At CoinDCX, we leveraged the podcast medium extensively for our ‘Learn Karo. Crypto Karo’ campaign, which aims to demystify crypto for beginners. Podcasts allowed us to deliver educational content in a format that resonates with listeners—on their terms and schedules. The immersive nature of podcasts not only enhanced the visibility of our campaign but also helped establish trust, as audiences often view podcast hosts as credible sources.”
Adding further dimension to this growing trend is Yuvaa, a youth-driven media platform that has successfully combined purpose with partnership. Their flagship podcast, Be A Man, Yaar—hosted by Nikhil Taneja, is a compelling exploration of masculinity and mental health through honest, often vulnerable conversations with celebrities and changemakers. Yuvaa has smartly leveraged this narrative-driven format to partner with brands that align with its progressive values.
From The Man Company, Maybelline, and Amazon Music to Rohini Nilekani Philanthropies, the podcast has drawn support from organisations that recognise the value of meaningful content in building emotional connections with a socially aware Gen Z and millennial audience. Speaking on the success of the podcast Nikhil Taneja, Founder, Yuvaa, says, “Besides helping us with the resources needed in putting up a show of calibre and credibility, their marketing, branding push, plus the allyship on a cause like healthy masculinity has tremendously helped Be A Man, Yaar become a breakout podcast. We’d not have been able to do it without their support. As someone who’s been in the media industry for 17 years now, it’s brilliant to see brands now coming together with content as true partners, collaborating on the message, rather than just being sponsors.”
Podcasts provide a dynamic platform for brands to connect with their audiences on a deeper level, fostering an intimate connection through authentic, long-form content. Unlike traditional advertising, podcasts allow brands to provide detailed tips in a way that feels less promotional and more engaging, ultimately enhancing trust and loyalty. Greenply used the medium to blend tradition with modern marketing and talk about Vastu Shastra. “Podcasts are uniquely positioned to bridge the gap between storytelling and consumer engagement, especially for brands operating in diverse markets. At Greenply, we recognise the value of diversified topics in crafting compelling narratives. When we collaborated with a Vastu study expert for a podcast episode on Vastu Shastra, it resonated deeply with our audience, garnering over a million views. This success reflects the power of addressing relevant topics that connect with listeners,” highlights Yatesh Pandey, Vice President - Marketing, Greenply Industries Ltd.
Another notable example is the RiteBite Max Protein Unstoppable Podcast, India’s first health and fitness podcast from a Health FMCG brand. Hosted by Rohit Bose Roy, the podcast brings together expert voices from the health and wellness industry, along with inspiring stories from personalities like Madhukar Talwalkar and Yash Birla.
“The RiteBite Max Protein Unstoppable Podcast is not just India’s first health and fitness podcast from a Health FMCG brand, it’s a transformative initiative. By bringing together expert voices such as doctors, dieticians, nutritionists, yoga experts, along with inspiring stories from personalities like Madhukar Talwalkar, Yash Birla, Sharman Joshi, Anjali Mukerjee, Kailash Kher and many more, all hosted by the charismatic Rohit Bose Roy, we’ve created a space where education meets inspiration, and health meets heart,” explains Ravinder Varma, Senior Brand Manager, RiteBite Max Protein. Varma further elaborates, “What makes podcasts unique is their authenticity and ability to offer real value to consumers without coming across as advertisements. With a focus on delivering credible insights and fostering meaningful connections, podcasts do not require significant media spending, making them a cost-effective alternative to traditional and social media.”
Unlike traditional advertising, which often feels intrusive or ignorable, podcasts offer a conversational and immersive experience. Listeners voluntarily tune in, often during commutes, workouts, or daily chores, allowing for prolonged and focused engagement. It’s in this space—free from scrolling thumbs and fleeting impressions—that brands have discovered the goldmine of podcast marketing.
“Over time, podcasts have transformed into a valuable avenue for brand marketing and partnerships, providing brands with a genuine, deeply-engaging way to reach niche audiences. Podcasts have the unique ability to build trust by way of long-form storytelling and conversational formats, which is why brand promotions feel natural rather than forced. This dynamic powerfully increases the conversion and affinity to brands compared to advertising media. Due to its niche targeting ability, podcast marketing can be more cost-effective than traditional channels, which means that you will utilise mass media without the mass media costs. These partnerships offer sustainable revenue streams for podcast creators, allowing them to create valuable content for their communities. Now it’s a win-win situation: Brands get a better ROI with genuine marketing, and podcast owners can benefit from consistent sponsorships,’ says Bala Kumaran, Founder & Director, BrandStory.
What makes podcast marketing especially powerful is its capacity for deep targeting. While radio and television aim for mass appeal, podcasts often cater to specific niches—be it finance, mental health, fashion, or comedy. This allows brands to tailor their messaging to hyper-engaged communities.
“Podcasts are a new medium, we’re still trying to figure it out. Although we’ve been working for a few years, we seem to be able to attract limited brand engagements, like we’ve got associations with Pedigree, Kotak Mahindra Bank, and IDFC Bank. The idea is to reach out to niche audiences which suit the brand rather than the TV style of advertisements where you try and reach as many people as you can,” says Indian Anchor, Comedian, Author and Podcaster, Cyrus Broacha.
What once was a fringe content form is now a central pillar in the digital marketing playbook. Podcasting in India is no longer just about listening, it’s about leveraging voice to build trust, connection, and influence. As the medium matures and the audience deepens, brands that invest in this sonic revolution will find themselves not just heard, but remembered.
As the Indian podcast market continues to grow, it’s imperative for brands to harness the potential of this medium to enhance brand awareness, strengthen customer relationships, and drive conversions.
