By SIMRAN SABHERWAL
It is estimated that while Print and Television grab about 40% share each of the total advertising spends in India annually, Radio’s share is a meagre 3%. This is far smaller than Digital and Outdoor, with about 8% and 6% share respectively. Therefore, as of now, only a miniscule amount of the annual advertising budget is allocated to a medium which possibly has the widest reach and can be accessed by the majority of the population through the day on multiple platforms and even on the go, courtesy the mobile phone. Until the early 80s, Radio was an integral part of people’s lives; things changed only with the entry of Television and later the Digital revolution. Now, despite the entry of private FM players in the Indian media landscape, advertisers still prefer to place their bets on new age media and Print, while Radio is just a small part of the media plan, evident from the advertising that finally hits the airwaves. We spoke to various stakeholders in the ad-media-marketing domain in an effort to find out what works on Radio and what more could be done to serve the marketers’ agenda better. Here are our findings.
CUSTOMIZATION OF CREATIVES
Radio is different from other media, and advertisingon Radio too needs to be looked at differently. However, a lot of creatives for Radio are adapted from Television and Print. Customization of creatives is critical because Radio is an oral medium, and the messaging has to be devised in context of Radio only. Anwesh Bose, Senior VP, DDB MudraMax -Media, North says the big challenge is that “scripts are not written for the ears, but adapted from TV scripts, which diffuses the impact”. “The challenge is also of thinking through the line instead of thinking ‘above the line’ or ‘below the line’, he adds. Replicating television content has meant that Radio is still largely used as a reminder medium by marketers, and stakeholders have still not started thinking about what the medium is capable of doing by itself.
Ashish Bhasin, CEO, Dentsu Aegis Network South Asia cites the example of Liril, saying research showed that when the Radio spots were played, consumers could replay the TVC in their mind. He adds, “While Radio does have the disadvantage of not being a visual medium, effective usage of Radio through good creative and through a multimedia approach can overcome that disadvantage.” However, keeping in mind the lack of visual images, experts believe that incessant bombarding of the same message again and again does not work on Radio, so multiple creatives are needed to keep the listener interest alive. In simple words, experts say Radio needs to play more on the “theatre of the mind” concept as viewers visualizing content in their mind, while listening to a story on Radio is far more evocative than seeing a visual medium.
INNOVATION & ENGAGEMENT
Radio spots, RJ mentions, promo contests are the norm today and cannot be considered innovation. Therefore, thinking of innovation that will help break the clutter to get the desired response is the need of the hour. From just plain vanilla Radio spots, the game has changed significantly as Radio channels today have created very interesting options for activations and properties that marketers can piggy-back on. A lot of brands today have moved from pure advertising to sponsored and branded content, which are seamlessly worked into regular programming. Vivek Sharma, Chief Marketing Officer, Philips India Limited, says, “One of the key objectives is to build thought leadership for the brand amongst specific audiences on specific occasions. We have looked at Radio differently and have brought on board experts to speak about issues on hand around the context of the Philips brand; thereby using Radio innovatively.” Elaborating on this, Sharma says that on occasions like World Sleep Day, World Heart Day, Women’s Day and Breast Cancer Awareness Month, Philips brings in experts to speak to people about issues of common interest in the context of the brand. Innovation and customization is key in this format as most of the shows on air are live, and there is direct interaction between the RJs and listeners.
The one area where Radio scores over other media, barring Digital, is the high level of engagement and interactivity it offers, which is crucial for marketers today. Regular mentions by RJs who have emerged as celebrities in their own right, dial-in shows have not just listeners but also marketers tuned in. Vineet Singh Hukmani, CEO & MD, Radio One says, “The question is not to grab volume of advertising but ensure that you get value in the form of higher rates. That can only happen once you target a specific audience and not a generic one. Once you engage a particular TG and do it well repeatedly, Radio advertising will grow. Brands are expecting higher engagement and that’s what Radio needs to give them.”
CONSOLIDATED ADVERTISING & LINKAGES
To increase the overall impact of Radio advertising, Radio has to have linkages to other parts of the marketing elements or touch points, such as directing listeners to a website, Twitter handle, Facebook page or retail touch-point where consumers can buy or interact with someone. According to Ashit Kukian, President & COO, Radio City 91.1FM, “Consolidated advertising is the need of the hour. When our clients approach us, they are clear that they are not looking out for plain vanilla advertising. They come to us with the idea of getting an all-round exposure for their brand, which does not only include on-air but also covers various touch points on ground as well as on the digital platform.” Veetika Deoras, Head- Brand Marketing & Corporate Communication, Tata Capital, adds, “A lot of Radio channels also offer on-ground activation to complement on-air marketing initiatives. Because of this, brands are increasingly viewing Radio channels not just as an advertising medium, but as partners in their respective campaigns and initiatives.”
Using Radio in integrated marketing helps lead generation among unreached customers and is a memory multiplier, even driver to other media. Seen as a great medium for topical events, Radio launches and promotions connect with the young consuming audience with purchasing power and help in incremental sales. According to Anu Joseph, Executive Creative Director, Creativeland Asia, linkages with Digital will aid growth of Radio. “The digital age has opened up more opportunities for a brand on Radio than challenges. Thanks to smartphones and 3G connections, a Radio spot, if used effectively and if the message is compelling enough, can get people to interact with the brand almost immediately,” she explains.
LOCALIZED AND TARGETED MARKETING
As marketing campaigns move from two to three big campaigns a year to multiple small focused activities and campaigns throughout the year, Radio is positioned to take advantage of this primarily because it allows the opportunity for nationwide campaigns to be easily localized for each target market.
Though the advertiser profile has changed to local clientele, the tilt remains towards national-based brands and Radio advertising has emerged as the most powerful form of local advertising. Says Ashwin Padmanabhan, Business Head, 92.7 BIG FM, RBNL, “Radio’s advantages of mass localized reach and communication, with a quick turnaround of campaigns across multiple geographies and ability to integrate Digital and BTL and most importantly the ability of RJs who have a huge standing amongst their audiences to anchor a campaign is priceless.” For sectors such as real estate and retail, Radio has emerged as the go-to medium. Radio campaigns for the properties of Omkar Realtors, for instance, witnessed high recall value. “Real estate is a local game; therefore Radio becomes very critical. Radio has a captive audience, especially in Mumbai, where one spends so much time on the road in traffic,” says Bharat Dhuppar, Chief Marketing Officer, Omkar Realtors. This sentiment is echoed by Vinay Bhatia, Senior Vice President, Marketing & Loyalty, Shoppers Stop Ltd: “The localized nature of the medium makes it a vantage point in the media mix. And specifically for retailers, given the geographical spread of our outlets, a local medium that can allow us to speak to customers is a big win. So, we do tend to incorporate Radio in most marketing campaigns,” he says.
Besides local targeting, Radio also helps reach specific SECs - be it among the premium segment or the rural areas – effectively. “Radio is extremely important when it comes to reaching out to consumers in certain parts of rural India (Eastern UP and parts of rural Bihar). In such areas, the reach of traditional mass media (TV) is low and the most widely consumed media is Radio, that too on mobile,” says Ameya Dangi, General Marketing Manager, Baby Care, Johnson & Johnson Ltd.
A LOT MORE OF RESEARCH
Sunil Kataria, Chief Operating Officer, Sales, Marketing and SAARC, Godrej Consumer Products Limited (GCPL) believes that while Radio gets sharper segmentation and you can choose the period and timing, Radio stations can do much more. “A lot more research is needed in terms of demographics. The micro-study of listeners can help make sharper proposals. With a lot of clutter and fragmentation, this creates a sharper selling story as it is no longer about reach but correct engagement with the right audience,” he states. Adds Raja Chakraborty, Head, Marketing, JK Helene Curtis Limited (Park Avenue), “Radio is an important media vehicle but it cannot work in isolation. It works extremely well when used in conjunction with TV. Radio also offers interesting opportunities to engage the consumer via Radioled activations. In case of premium categories, Radio plays an important role, specially in metros.” For Richard Spitzer, acting COO, Hover Automotive India, Radio is important only for amplification of on ground activation or to support local marketing programmes. It is included as part of a 360-degree launch plan as a reminder medium only. However, he lists the option to switch channels, low time spent listening and cost optimization as challenges as multiple channels need to be taken, which he feels is a major drawback for the medium.
OFFER COST-EFFECTIVE SOLUTIONS
“Radio allows targeted communication to a select audience/large number of people at low cost and allows advertisers to reach new customers who are not reached by other media. Hence efficiencies are absolutely in place for the medium,” says Anita Nayyar, CEO, Havas Media Group, India & South Asia. Extremely low production costs also make it viable for small advertisers to experiment even at a city level. However, Amit Sharma, CVP Marketing & Head Media, Research & Customer Value Management, Max Life Insurance Co. Ltd says that the low entry cost could have a negative impact. “The classical theory of ‘the biggest advantage being the biggest disadvantage’ is also true in case of Radio. Because of low cost of entry, at times the sheer clutter of small and big brands jostling for inventory on Radio compromises its effectiveness,” he says. However, Nikhil Sharma, Director- Marketing, Perfetti Van Melle India thinks differently. “It’s common belief that Radio is a cheap medium, so its advantage is cost effectiveness, but rates of some of the bigger stations in metros are higher than smaller national TV channels. Also, being localized, multiple channels need to be used and it all builds to a significant cost,” he argues. Harshad Jain, Business Head, Radio & Entertainment, HT Media Ltd, says that Radio costs have still not reached the pre-2008 levels. “Radio needs to be evangelized and with limited inventory, pricing should go up. The medium is under-penetrated and cost-per-reach has to be more effective,” he adds.
SOCIAL AND REALITYBASED CONTENT
In the age of hyper personalization, Radio too suffers from lack of differentiation of content and ends up being a snacking medium. Thus the pressure is on Radio to create content targeted to a minutely mapped-out audience. The pressure to differentiate while creating meaningful and entertaining content is high with the anticipation of new spaces and formats being explored and players making bold moves. For example, reality on Radio programming around social issues could find more takers.
Gautam Kiyawat, CEO, Madison Media Group, believes a lot more education is needed in terms of what Radio can and cannot do; and Radio players need to start targeting local sales officers with customized solutions as to what they can offer instead of just focusing on brand budgets that are centralized. He says, “Radio is a thriving industry in every part of the world and there is no reason why it cannot thrive in India. We just need to create the momentum; the innovation to make that happen; it won’t happen on its own.”
HEAR, HEAR!
Radio ads are not talked about as much as their Print and Television counterparts, but here are some brand campaigns that really caught our ear
RANG DO YEH PAL
Objective: Getting new users or henna users to try the hair colour, Godrej Expert Rich Creme.
Concept: Key consumer insight was that people across SECs like to look good during festive occasions as they have maximum social interaction during this period; so we decided to look at local festivals in major states. Starting with Father’s Day, a list of major festivals was prepared for each State.
Execution: The medium proved to be effective with various routes of communication, each catering to a different task. Consumers were asked to call on a toll-free number to register and avail of the free hair colouring session; RJ mentions and occasion-specific contest questions ensured participation from consumers. The captured consumer experience at the free hair-colouring activity was played back on the Radio, providing positive testimonial for the brand.
We started the campaign with Father’s Day and RJs asked listeners to narrate experiences with their role model, their father. Though the number of consumers interacting may be small, lakhs are listening and there is no better advocacy for a brand than listening to conversations which link back to the brand.
SUNIL KATARIA, Chief Operating Officer, Sales, Marketing and SAARC, Godrej Consumer Products Limited (GCPL)
JOHNSON’S ‘BABY KARE MAA JAISI DEKHBHAL’
Objective: To reach out and engage with mothers in the rural areas of UP & Bihar. The challenge was ‘How do we engage with these women in media dark markets and establish connect with the Johnson’s
baby brand?’
Concept: Consumer insights revealed that these women had limited knowledge of baby care and that they had tremendous faith in doctors’ recommendations.
Execution: A 15-minute programme was aired daily on primary channels of AIR in the afternoon slot. A character called ‘Doctor Didi’ would answer mothers’ queries about baby care and also give tips on baby care. To make the show more interactive, mothers could send their queries through postcards or by IVR - call back (missed call). Johnson’s Baby product ads were also played in the breaks to establish the brand’s connect.
We tied up with Radiowani and AIR to develop Johnson’s Baby Care presents ‘Karein Maa Jaise Dekhbhal’ to introduce consumers and listeners to various aspects of child care. It highlighted the special care mothers need to take while they are pregnant. The programme also had a call-in segment where consumer queries were answered by health care professionals. The format of the programme and the reach of the medium allowed Johnson’s Baby Care to drive equity in these geographies as an expert in child care that is recommended by doctors.
AMEYA DANGI, General Marketing Manager, Baby Care, Johnson & Johnson Ltd
BENADRYL BIG GOLDEN VOICE HUNT
Objective: To create an entertainmentbased campaign related to the benefits and values of brand Benadryl cough syrup.
Concept: Singer Abhijeet hosted a singing reality show on Radio via an interactive digital portal exclusively created for the campaign. One winner was chosen among participants from 45 stations across India.
Execution: City-wise shortlisted candidates were pooled together in Mumbai for grooming-cumcompetition by Abhijeet.
We tied up with BIG 92.7 FM to launch the ‘Benadryl BIG Golden Voice Hunt’, a Radio-based singing competition. This format was a good fit for the brand as the underlying thought was to position Benadryl as a ‘cough expert’ and show that it understands the impact that a bout of cough can have on one’s voice, especially to the golden voice of a singer. This worked well for the brand in terms of communicating our key messaging, thereby enhancing equity in key markets.
DINAR MHATRE, General Marketing Manager, Johnson & Johnson (for Benadryl)
TATA I-SHAKTI ‘DAL ON CALL’
Objective: Getting consumers to try TATA I-Shakti Unpolished Dal and ordering dal over phone, email or by visiting website
Concept: Radio is a low cost medium to tap working couples who prefer healthy products and housewives who listen to radio while doing household chores. The campaign concept was to educate consumers about the benefits of unpolished dal and prod them to try the product.
Execution: A high decibel radio spot campaign was followed by a shorter, crisper creative where the ‘dal on call’ number was promoted along with extensive RJ promotions incentivizing the listeners who called the number to place orders.
We roped in prominent RJs, like RJ Malishka on Red FM, to discuss the significance of consuming unpolished dals which are nutritious and also taste great. To ensure engagement with consumers and encourage listeners’ participation, we introduced a quiz contest on health-related subjects.
SHALAKA KAMAT, GM- Marketing, Consumer Products Business, Tata Chemicals
MAX i-GENIUS CHHOTE GENIUSES KI KAHANIYAN WITH NEELESH MISRA
Objective: To create a buzz around the launch of ‘Twist in the Tale’, a book by Max i-genius Young Author Hunt by involving Neelesh Misra as a part of the book launch plan.
Concept: A show ‘Chhote geniuses ki kahaniyan with Neelesh Misra’ was created where 10 selected stories written by i-genius young authors were presented in the voice of Neelesh Mishra.
Execution: The show was aired across six cities, twice over the week, for a period of five weeks, where Neelesh Misra, an already established name, added longevity and recall factor to the property, thereby promoting the book launch.
Max Life had organized ‘i-Genius Young Authors Hunt’, a nationwide search for young writers in India. Radio seemed the perfect medium that could be used as a platform to bring these great stories to life and Max Life Insurance partnered with 92.7 BIG FM to create a unique show ‘Chote Geniuses Ki Kahaniyan with Neelesh Misra’. This brought a completely new dimension to the concept of brand integration in content.
AMIT SHARMA, CVP Marketing & Head Media, Research & Customer Value Management, Max Life Insurance Co. Ltd
WOMEN MPOWERED DAY - NEVER ALONE WITH MTS
Objective: The Mobile Telecom category was male-oriented and no other telecom player had addressed the ‘Women’. With increase in crimes against women, MTS India created the MTS Women Mpowered Plan with a range of special initiatives aimed at empowering their women customers.
Concept: For 24 hours on Women’s Day, the programming, advertisements, promotions and integrations would be driven towards ‘Women’s Safety and the Never Alone with MTS’ idea. It gave MTS direct access to unobtrusively bombard the TG with the safety features of an MTS Mpowered Plan subscription.
Execution: Radio was the chosen medium as it allows real time interaction between brand and audience and the concept was executed with Red FM 93.5 in Delhi using Shared Radio Spots.
We launched MTS India’s Women Mpowered Plan on Woman’s Day on Red FM 93.5 in Delhi. Here, Radio was the exclusive medium used for about a week with a three-phase teaser – revealer, launch and sustenance. The targeted direct reach, interaction and innovation possible with the medium worked for the messaging.
ANITA NAYYAR, CEO, Havas Media Group, India & South Asia
Feedback: simran.sabherwal@exchange4media.com
