That familiar voice at your neighbourhood Chai Tapri or Kirana Store, ‘Paytm par `XX prapt hue’ has quietly become a part of India’s digital payment culture. Initially designed to confirm successful transactions, these payment sound boxes are now playing a dual role. Across India’s small shops and bustling street-side stalls, what started as a simple payment confirmation has quietly transformed into a hyperlocal advertising tool. Slotted between transactions, a crisp 4–5 second audio ad now plays at just the right moment when customers are most alert, wallet in hand, and ready to spend.
Brands are taking notice. Last year, Meesho partnered with Paytm during its Mega Blockbuster Sale, using the soundbox as a media channel to directly engage shoppers at the point of purchase. More recently, Centerfruit from the house of Perfetti Van Melle launched a similar campaign by replacing the usual ‘Thank You’ chime with its playful ‘Laplaplap’ jingle. The campaign has rolled out across over 10,000 retail points, from vegetable vendors to grocery stores, in Delhi and Kanpur, and is available in 11 local Indian languages.
Industry estimates suggest there are currently 10–12 million soundbox devices deployed across the country. If this trend continues, soundboxes could emerge as a powerful new advertising channel. However, experts caution that overuse may reduce effectiveness; too many ads could lead to listener fatigue and diminished impact.
PhonePe also used a celebrity voice feature, leveraging the iconic voice of Amitabh Bachchan, in which the standard automated payment notification comes in Bachchan’s distinctive baritone. The fintech company utilises this to enhance the brand recall at the point of sale.
Rajeev Raja, Founder & Soundsmith, BrandMusiq, a global sonic branding agency, states that the soundbox medium can become an interesting medium for brands to reinforce sonic assets, not just for brand recall but also for consumer convenience. Raja believes that the mini-MOGO (a musical logo) condensed 1.5-second version of the traditional 3-second musical logo, is perfectly suited for this emerging medium. According to him, their agency has already seen a noticeable rise in brands specifically requesting mini-MOGOs for soundbox-based campaigns.
Uday Mohan, COO, Havas Media, believes that the evolution of sound boxes from a simple payment confirmation tool to ambient media touch points represents a major leap in retail advertising. According to Mohan, the devices tap into a moment of high attention right at the point of transaction, offering brands a rare chance to deliver hyperlocal, contextually relevant audio messages.
“In a mobile-first market like India, particularly in Tier 2 and 3 cities, this format opens up a scalable avenue for regional-language campaigns that are not only cost-efficient but also highly immersive. We’re only scratching the surface of what’s possible. With the right blend of creativity and data-driven insight, sound boxes could emerge as a powerful crossroads where brand storytelling meets performance marketing,” Mohan highlights.
Jaskaran Singh Kapany, CMO, MobiKwik, says that their company views soundboxes as a medium to express their brand in new and immersive ways through custom audio cues, festive-specific jingles, or campaign-driven tones. “This not only increases brand recall but also creates moments of delight for users. Sound has the power to turn a routine transaction into a memorable brand interaction,” Singh mentions.
Soundboxes can offer brands an unprecedented level of hyperlocal targeting, with the ability to program ads tailored to specific neighborhoods, pin codes, or even individual retail outlets. This enables brands to deliver highly relevant messages, whether it’s promoting a product available only in that area or announcing a limited-time offer nearby. Creatively, these audio spots can reference local landmarks, cultural events, or community moments to make the messaging feel timely and personal, like an offer at the nearest store. This form of medium can also drive in-moment engagement for brands by syncing ads with local festivals, occasion-based offers, flash sales, etc.
Bhavya Khurana, VP at Digitas India, an integrated marketing service company under Publicis Groupe, notes that with most soundboxes installed in small, unorganised retail outlets, the format holds strong potential for impulse-driven or low-involvement categories where timing and context are critical. The ability to personalise jingles by region further enhances its relevance. He adds that the agency is currently evaluating this medium for an upcoming store launch campaign for one of their clients.
Singh believes soundboxes have the potential to evolve into a highly scalable platform for contextual and event-driven promotions, much like radio or in-store announcements, but with significantly greater precision, personalisation, and reach.
Which sectors will own Soundbox ads?
With soundbox advertising rapidly gaining traction at retail counters across India, a key question emerges for marketers and industry observers: Which product categories are poised to benefit the most from this innovative, hyperlocal audio platform? As brands explore the potential of reaching shoppers at the exact moment of purchase, experts tell us which sectors will lead the way and why. Will it be impulse-driven goods, local services, or something entirely unexpected? The answer could shape the future of in-store marketing.
Nalin Avasthi, Head of Technology, Sideways Consulting, says that most brands can benefit from this medium, unlike mobile screens, where ads are private and targeted to a single user, soundbox operates in a public space, making it audible to everyone nearby. In that manner, it’s like a form of outdoor advertising, but with the advantage of being personalised.
He also emphasises the need for brands to strike the right balance between engagement and privacy when using this medium. For example, an audio message like ‘Thank you for your payment of Rs 1,200. Now, clear your credit card dues at just 12% p.a. with XYZ Loans!’ could come across as intrusive or uncomfortable in a public setting. In contrast, a message such as ‘Payment of Rs 1,400 received. Ab paayein XYZ shampoo ke saath 1 chhota conditioner bilkul muft.’ feels more relevant, non-invasive, and adds real value to the shopping experience.
Avasthi also mentions that the format can be supplemented with additional media channels, and hit at the exact moment when the purchase decision will be made. He says television ads build awareness, but sonic branding will close the loop right in the store. The soundbox advertising can act as a layer of the traditional ads.
As payment soundboxes find their second calling as hyperlocal ad tools, they’re quietly turning India’s corner stores into mini media hubs — one chime at a time. For brands, this is more than just ambient noise; it’s a chance to speak at the precise moment when attention peaks and purchase is imminent. But with great volume comes great responsibility. In the hands of creative marketers, these soundboxes could become India’s most hyperlocal storytellers — one chime at a time.
