For a brand that relies quite a lot on influencers, Radio provides excellent reach. The growing listenership of FM Radio is an added attraction
Q] How important is Radio as a communication tool for you?
Radio is reasonably important, and I say this, because we are still very big on Television and Radio is quite distant when we compare spends. But it is important because a significant set of people can be reached through Radio, either as a primary medium or as an addon medium in a few states, like the lower SEC mass market set and even higher SEC metrics as FM is popular there too. The core thing is to have a message that is unique and can stand out of the clutter on Radio.
Q] How does Radio score over other media formats?
We shouldn’t compare media with each other, but Radio is slightly more dynamic than Print and gives us an opportunity to target people, specially our influencers, at the right time. If we can target them at a time when they are working, it is great because while they are doing their work, they listen to communication about our brand and it has a multiple impact on its saliency.
Q] What was the most innovative campaign undertaken by your brand on Radio?
A memorable and classic campaign we did was for Fevicol a few years ago, where people talk about it and say, “Wohi jo jod ke rakhta hai, Accha accha usike bare bol rahe hai jiska mazboot jod toot nahin sakta.” There is no mention of the brand name but the consumer is intrigued because he knows what it’s about.
Q] How do you think Radio can be utilized better as a marketing tool?
The innovations offered and the excitement are quite refreshing; you don’t find the same level of flexibility across other media, and I would want them to do more. However, the issue with Radio very often is that there is not enough great content on it, like Television, and inmy opinion only great content will help drive both the number of listeners as well as advertisers.
Q] How effective is Radio when it comes to targeting the specific target group, especially in small towns?
Radio helps reach our target group – influencers in small towns, carpenters, plumbers, electricians, etc., keep the Radio on while working, unlike in urban workplaces.
Q] How do you rate innovation and customization on Radio versus other media?
I find Radio to be quite innovative as people who work in Radio are quite open to new ideas. Recently, we ran a small event around water-proofing for our brand, Dr Fixit. We tied up with an FM channel and they ran a really interesting contest which reinforced the issue about water leakage and how Dr Fixit can help prevent that. It was done in a fairly innovative way, and it involved quite a bit of audience engagement; the RJs on live shows had a contest which had people calling in and relating their problems.
Q] Does Radio help in connecting with not just the masses, but also the classes?
It surely does, because the listenership on FM, especially when people are driving or being driven around, is quite high and I think it is only going to grow.
Q] How do you see the future of Radio as a medium for marketing campaigns?
It will grow at a relatively modest pace. Better content and innovations will help the medium grow and it’s possible that some advertisers might increase spends on Radio, Print and Digital because of TRAI’s ad cap regulation.
NoteBook: Radio
