Fortune Communications, a subsidiary of JWT, has been appointed the communications agency for Radio Today, the radio arm of the India Today Group. Fortune Communications piped to the post some established names like Grey and Contract to win this business, its first big win in Delhi. Industry sources have pegged the account size at Rs 13-15 crore. However, Anil Srivatsa, COO, Radio Today Broadcasting Ltd, stressed that they were yet to decide on a budget for the account and refrained from putting a figure to it.
Commenting on this win, Harjot Narang, Senior Brand Partner and Branch Manager for Fortune Delhi, said, “The radio business is at a critical juncture in India. With new radio channels opening up every other month, the industry as a whole risks becoming an undifferentiated mass, which will find it difficult to move from the current passive listenership to the desired goal of listeners actually seeking out a particular station or a programme.”
“Hence, our key challenge will be to position Radio Today initiatives in a way that they stand out, hook listeners and pull them into spending active time with us,” Narang further said.
Commenting on the win, he said, “The Radio Today business is extremely exciting for Fortune Delhi, as it is an opportunity for us to use the visibility and differentiation that we display through our work, to make us the team that more and more discerning clients will want to actively engage with.”