MUMBAI: In a world drowning in digital noise, Pocket FM has found the ultimate Indian hack: an old-school ear-cleaning.

The audio entertainment platform’s latest campaign, India, Kuch Acha Suno!, sees global influencers—yes, actual internet celebs—sitting cross-legged on Indian pavements getting their ears cleaned the desi way.

Featuring familiar names like Brown Wanderers, Kyle Paul, Andy Evans aka The Aussie Bhai, Joshua Barnes, and Praveen, the phygital series follows these creators as they ditch algorithm fatigue and embrace an age-old Indian street tradition. What begins as comic relief soon turns meditative. With each cotton swab and tiny ear-spoon, the influencers shed unsolicited advice, performance anxiety, and motivational junk—only to pop in their earbuds and tune into Pocket FM for actual storytelling that soothes.

“We live in probably the noisiest times. We are exposed to unsolicited advice, opinions, and noise from every direction,” said Pocket Entertainment head of brand marketing and communications, Vineet Singh. “The ‘roadside ear cleaners’ concept both metaphorically and literally holds a mirror to our lives, filled with noise we never signed up for. It takes forward our brand ideology  and adds a quirky and global twist to it. It further reinforces our message - Block out the chaos and listen to something that actually makes us feel better.”

Shot on real streets with real reactions, the campaign is all texture and truth. It also clicked with audiences: over 900,000 video views in a week, a million-plus engagements, and a 37 per cent spike in app search trends.

At a time when even influencers are crying burnout, India, Kuch Acha Suno! hits a universal nerve. Before you can hear something worthwhile, you might just need to clean the wax out—digital or otherwise.