The Aditya Birla Capital podcasts brings health and wealth advice straight to your ears

When Adam Curry and Dave Winer first began podcasting in 2004, little did they know that it would become a highly popular marketing tool one day. And yet, that is not surprising since podcasts are available on demand, easy and convenient to consume, low on production costs and most-importantly, they speak to a captive audience.

No wonder then that there are over 850,000 active podcasts with over 30 million podcast episodes. In the USA, more than 50 per cent of consumers above the age of 12 actively listen to podcasts. India is not far behind. In fact, it is the world’s third largest podcast listening market, thanks to the high penetration of internet and smartphones. From 40 million in 2018, the number of listeners is expected to increase to 176 million within three years. As expected, brands are leaving no stone unturned to create targeted content that appeals to this growing audience base.

Pioneering the podcast effort in India, Aditya Birla Capital launched a series of health and wealth podcasts which educate people about physical and financial wellness — Paisa Vaisa, the financial knowledge podcast and The Habit Coach, the health and wellness podcast. Through these podcasts, the brand could reach people effortlessly and provide the right kind of advice that would safeguard their future.

Paisa Waisa

The brand thrives on financial literacy of the market. How to invest, when to invest and where to invest are the most common queries of young investors. The brand saw this as a perfect opportunity to establish credibility among its customers by guiding them to make the right choice. Paisa Waisa explores the gamut of financial planning and investment. It covers a range of topics such as investing basics, technical queries and planning for retirement.

Through Paisa Waisa, Aditya Birla Capital not only wants people to grow their money but grow it wisely. Episodes such as Investor Behaviour and Financial Planning for First Time Parents aim to educate investors about the nuances of money management. The popularity of episodes such as Investing in SIPs and Conversation with money is a testimony to the effectiveness of the brand’s initiative. Since its launch in April, the podcast has caught the ears of over 2,400-2,500 listeners who consistently tune in every week on our IVR and digital platforms. Those are pleasingly high numbers.

The Habit Coach

The platform took on greater traction during the COVID-19 pandemic when people were concerned about their physical and financial health and were confined to their homes. The Habit Coach, the brand’s health and wellness podcast helped people navigate these tough times. It covers a range of topics – from general health and wellness, mental health and peace of mind to corporate wellness and best practices. With episodes like ‘Change your alarm’, ‘The Habit of Happiness’ and ‘Standing meetings’, it allows people to learn and grow across various topics.

The Habit Coach is regularly featured as one of India’s top 10 podcasts with a daily average of 300+ listeners on our platforms. The popularity of the podcast reflects in the different kind of episodes that have garnered attention. Some of the most popular episodes include What is Health?, Growing your Comfort Zone and Importance of Protein.

The impact

Affinity drives consideration and consideration ultimately drives sales. For Aditya Birla Capital, the podcasts have been instrumental in creating a higher affinity. They add value to listeners’ lives everyday through rich advice. Simultaneously, the podcasts create awareness and spontaneous recall for the brand.

The podcasts have helped the brand position itself amongst the top three options when a consumer considers buying a financial product. Till now, the brand has created consideration with over 30,000 people across platform through these podcasts.

The future

Advice is an indispensable part of the brand’s content marketing strategy and podcasts will continue as a medium to help the company reach the right kind of audience. Moreover, consumers are steadily warming up to more podcasts. With the predicted growth in the number of listeners, Aditya Birla Capital plans to continue its focus on the platform.

In the future, the podcasts will cover a wide range of all money and finance-related topics. The topics will be carefully chosen to enable people to achieve their financial goals, protect themselves in times of financial uncertainty, invest intelligently and ultimately, live a better, fuller and a financially sound life.

So, have you heard our podcasts yet?