Pocket FM turns it into a global metaphor…When life gets too loud, India turns to an age-old street-side solution.

What happens when the world gets too noisy? When everyone’s shouting advice, opinions, and “hot takes,” and your ears and brain simply can’t take it anymore?

Pocket FM decided to answer that question not with a tweet, a thread, or a think-piece but with a cotton swab, a camera crew, and a healthy dose of desi nostalgia. Enter: India, Kuch Acha Suno!… a campaign that’s part street-side spectacle, part social commentary, and entirely unexpected.

Pocket FM: Influencers, Ear Cleaners & a Very Indian Reset

In a creative twist that only Pocket FM could pull off, the brand brought together a handful of global influencers and dropped them, quite literally, into the chaos of Indian streets. Their mission? Not to film a dance reel or try butter chicken. Instead, they sat down cross-legged and got their ears cleaned by traditional street-side ear cleaners.

Yes, you read that right.

This hyper-local, quietly iconic tradition, one that’s thrived for generations in India’s lanes and markets, became the unlikely star of Pocket FM’s latest campaign. With influencers like Brown Wanderers, Kyle Paul, The Aussie Bhai (Andy Evans), Joshua Barnes, and Praveen gamely getting their ears scrubbed, the results are hilarious, oddly therapeutic, and totally viral.

Noise Pollution, Meet Cultural Precision

“We live in probably the noisiest times,” says Vineet Singh, Head of Brand Marketing and Communications at Pocket Entertainment. “We’re exposed to unsolicited advice, nonstop opinions, and overwhelming content. The roadside ear-cleaners idea holds a mirror to our lives, literally and metaphorically.”

The campaign isn’t just quirky for quirk’s sake. It taps into a deeper insight: that before we can really hear, sometimes we need to clear out the clutter. The campaign cleverly reframes ear-cleaning, not as hygiene, but as a metaphor for mental clarity. And in the chaos of content overload, Pocket FM positions itself as a cleaner, calmer alternative. The takeaway? Block out the noise. Tune into something worth your time.

A Campaign That’s All Ears… and All Heart

Shot entirely on real locations with real reactions, each video shows the influencers going from content-saturated chaos to a state of unexpected calm. Once their ears are cleaned (with much wincing and laughter), they plug in their earphones and slip into a new headspace, one filled with Pocket FM’s immersive audio storytelling.

It’s a moment of irony, relief, and relatability all at once. The metaphor doesn’t shout; it lands. And audiences are clearly listening.

1 Million Laughs and Counting

Within its first week, the campaign clocked over 1 million engagements, including 900K+ video views across platforms. Pocket FM also enjoyed a 37% jump in app search trends, a tangible sign that people didn’t just watch… they tuned in.

And perhaps more importantly, they related.

In a time when digital burnout is real, even influencers are now decrying the pressure to be always-on—this campaign offers a soft, cheeky rebellion. It says: You don’t have to keep up. You can just opt out—and plug into something better.

More Cotton, Less Chaos

In blending humour, tradition, and emotional intelligence, Pocket FM’s campaign proves that the smartest ideas don’t always need billboards or big budgets… sometimes, all you need is an old man with a pouch of tools and a quiet message to share.

It’s Indian, it’s global, it’s weirdly wonderful. Just like a great story… one you’d definitely want to listen to.

TheGlitz Verdict: In a world overflowing with content, Pocket FM doesn’t just cut through the noise, it cleans it out entirely… and does so with cultural flair. This campaign is clever, refreshingly grounded, and perfectly attuned to today’s attention economy. It’s not just marketing; it’s a moment. And it’s got heart. TheGlitz gives this one a resounding nod… quirky, sharp, and unexpectedly profound, just the kind of storytelling we’d like to hear more of.