The quirky, phygital series highlights the need to cut through digital noise and rediscover immersive storytelling.

Pocket FM has rolled out a new campaign that tackles the growing issue of content overload in today’s hyper-connected world. Titled “India, Kuch Acha Suno,” the campaign takes a playful yet meaningful approach-bringing international influencers to Indian streets to experience traditional roadside ear cleaning, using the act as a metaphor for clearing out digital noise.

At its core, the campaign urges audiences to pause, reset, and tune into quality, distraction-free audio storytelling. In a world filled with unsolicited opinions and constant noise, Pocket FM aims to offer a refuge-content that resonates and restores clarity.

Vineet Singh, Head of Brand Marketing and Communications at Pocket Entertainment, explained:

“We live in incredibly noisy times-digitally and otherwise. This campaign uses the street-side ear cleaner as a symbolic gesture and real-world metaphor. It reflects our lives: full of noise we never asked for. With a humorous yet insightful twist, we’re reinforcing our message-block out the chaos and listen to something that truly matters.”

The campaign, structured as a multi-video phygital series, features well-known global content creators including Brown Wanderers, Kyle Paul, Andy Evans (The Aussie Bhai), Joshua Barnes, and Praveen. Each video follows the influencers navigating the sensory overload of Indian streets before sitting down for an ear-cleaning session-an age-old Indian tradition.

These real-location, unscripted moments capture their transformation-from overwhelmed to at ease-as they clear out the clutter and plug into Pocket FM. The final scene in each film shows the influencer slipping in their earphones, tuning out the madness, and immersing themselves in meaningful audio content.

Through humor, authenticity, and a relatable metaphor, the campaign makes a strong case for mindful listening in a noisy digital world.