Audible Inc., a subsidiary of Amazon, has embarked on its inaugural global brand campaign to establish a unified brand identity across all international markets and digital platforms. This initiative is set to unfold gradually over the coming months, aiming to resonate with diverse audiences worldwide.
At the heart of Audible’s campaign lies the promise of immersing listeners in extraordinary worlds through audio storytelling. Unlike traditional forms of entertainment, Audible enhances everyday activities such as commuting, exercising, cooking, and cleaning by transforming them into enriching experiences filled with narrative depth and emotional resonance.
The campaign vividly contrasts the routine mundanity of daily life with the vivid and expansive worlds created through Audible’s vast library of audio content. This juxtaposition illustrates how listeners can seamlessly transition from the ordinary tasks of daily life to engaging narratives that transport them to far-off places, historical epochs, or fantastical realms.
Audible’s brand campaign utilizes visually captivating storytelling and compelling narratives to convey its role in providing entertainment, escapism, education, and cultural enrichment. By employing rich visual imagery and immersive audio snippets, the campaign captures the essence of Audible’s transformative impact on listeners’ daily routines.
Central to Audible’s campaign strategy is its engagement with a global audience through social media platforms. Collaborations with influencers from diverse backgrounds amplify the campaign’s message, showcasing how different genres and stories on Audible inspire creativity, broaden perspectives, and stimulate imagination.
In India, Audible’s campaign resonates deeply with the tagline “Sunne Se Badhegi Soch,” emphasizing how listening enhances thought and imagination. It highlights Audible’s role in fostering personal growth and cultural enrichment through its diverse array of audio content tailored to Indian listeners’ interests and preferences.
Susan Jurevics, Audible’s Chief Brand and International Officer, emphasizes the campaign’s strategic approach to connect with a diverse global audience. She underscores Audible’s commitment to offering diverse content that enriches daily lives with depth, color, and narrative diversity, catering to varied interests and cultural backgrounds.
Shailesh Sawlani, Audible’s Country Manager for India, expresses gratitude for the opportunity to enhance lives through audio storytelling. He underscores Audible’s seamless integration into daily routines, providing listeners with a companion that enriches their day-to-day experiences through compelling narratives and immersive audio experiences.
The campaign spans three continents—Brazil, Thailand, and the UK—with multi-award-winning director Antoine Bardou-Jacquet overseeing commercial production. This global approach ensures the campaign’s message reaches audiences across major markets, including Australia, Brazil, Canada, France, Germany, Italy, Spain, the UK, and the US.
Audible’s first global brand campaign represents a pivotal moment in its journey to consolidate its brand presence worldwide. By highlighting the transformative power of audio storytelling, Audible aims to inspire listeners to explore limitless possibilities, expand their horizons, and enrich their lives through the immersive and captivating world of audio.
Fold7 – Creative Agency
ICP—Transcreation Services
Partizan—A/V Production
Lightfarm Studios—Key Visuals and Social Media Production
Viral Nation – Influencers & Social Shoot Creative
WPP – Social Media Management
Wavemaker (Group M)—Media Buying
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