Why are D2C brands talking to consumers via podcasts? 

As brands continue on their quest for authentic communication and undivided attention, the medium of podcasts has emerged as an interesting alternative to traditional advertising. Media platforms and entrepreneurs are using podcasts to build direct audience connections. So are brands like Plum and Durex.   

Celebrity-led shows such as What Women Want by Kareena Kapoor (in partnership with Dabur) and So Positive by Ananya Panday (for Plum BodyLovin’) combine influencer reach with brand messaging. 

Names in the financial space are also treading a similar route, Nikhil Kamath’s WTF Is and Kunal Shah’s CRED Curious are gaining traction as founder-led audio content. Shantanu Deshpande’s The BarberShop continues to feature candid business conversations.

In the latest move, Plum Goodness has launched its podcast Skin City, hosted by Rohan Joshi, to simplify skincare via conversations with creators. The debut episode with Aditya Kulshrestha (Kulu) crossed 1 million views. A follow-up episode featuring Sapan Verma and Sarah Sarosh touched 13,000 views in five days.

The idea stemmed from a viral moment when Kulu mispronounced “Niacinamide” during a podcast with Tanmay Bhat. Plum responded with a customized hamper and a pronunciation guide. That clip, and the resulting buzz, shaped the first episode’s theme around the ingredient’s sudden popularity.

According to the CEO of Plum  Shankar Prasad, the podcast is part of the brand's long-term strategy to build equity rather than chase short-term metrics. He said, “We’re not hiding behind packaging or post-production. It’s raw. It’s real. It’s how we talk when we’re not selling.”

Prasad in an exclusive interview with exchange4media revealed that while the podcast is tracked through standard metrics like CPM and CTR, the primary focus remains on consumer loyalty and brand affinity. Plum’s media mix includes influencer marketing, digital content, e-commerce advertising, and out-of-home (OOH) investments. 

Around two-thirds of its marketing spend is digital. Prasad noted that the classifications between digital and traditional content are becoming increasingly blurred. The brand is planning a second season of the Skin City podcast.

Two months ago, Durex launched The Durex Podcast, hosted by Abhay Deol. The show addresses intimacy and sexual well-being, aligning with Durex’s 2024 Global Sex Survey findings—53% of Indians believe sex should not be discussed openly.

The podcast aims to shift that mindset. The first episode, featuring Vir Das and Kalki Koechlin, recorded 743,000 views. A recent episode with Prajakta Koli has 12,000 views in 11 days.

Abhay Deol, the host, said the podcast aims to foster honest discussions around intimacy, especially for younger audiences who are seeking information beyond societal taboos. “This podcast is about creating a safe space for honest conversations, without judgement or shame,” he stated.

Kanika Kalra, Regional Marketing Director, Health, Reckitt - South Asia, emphasized that the podcast was born out of insights from young consumers who demanded open, myth-free dialogues about intimacy. She added that the brand intends to use the platform to challenge misinformation and elevate public discourse around sexual wellness.

Media brands are also becoming D2C brands by delivering content directly to consumers through social media.

Vaishali Sood, Senior Managing Editor, NDTV, sees long-form audio as more than just a format—she sees it as a shift in consumer behavior. “Podcasts are an antidote to scroll culture,” she said. 

“Unlike influencer-driven content that often chases virality, audio storytelling invites pause and presence. It’s an intimate space where listeners aren’t just tuning in, they’re choosing to listen—and that choice creates trust. For brands, this opens up a rare opportunity to be part of stories that resonate deeply, rather than ads that compete for fleeting attention. In a world overwhelmed by noise, audio storytelling cuts through with authenticity, allowing brands to align with content that is not just consumed—but felt.”

On the back of Unplan Life, NDTV’s latest branded podcast, she claimed that the platform is positioning itself as a space for real conversations and narrative-led engagement. “We’re moving away from transactional branding to shared intent,” she explains. “Brands rooted in discovery, wellness, travel, or conscious living are a natural fit. Our focus is on thoughtful integrations—where the story remains central, and the brand is a quiet but meaningful presence.”

India’s digital ad market is projected to reach ₹59,200 crore in 2025, according to a dentsu–e4m report. Online video, including YouTube, is expected to command a 30% share, while social media is predicted to grow by 21.67%. FMCG is expected to lead category-wise with 36% share.

As ad clutter grows, brands are betting on podcasts for controlled, long-form engagement without interruption.