With an unprecedented media revolution sweeping the country, and a new media brand being launched virtually every day, which are the media brands that resonate with the masses? The Pitch-IMRB International Survey, aimed at identifying the most popular service brands in the country, also ranked the media brands. And the results are really startling! For one, there are as many as 17 media brands among the top 50 service brands in the survey, for another, FM radio stations have really made a big impact in the consumer’s mind space with four radio channels coming in the overall ranking.
Now the biggest surprise: Radio Mirchi tops the chart of the country’s top media brands on the basis of brand familiarity and trust. What is more surprising is that this seven-year-old brand, that had a humble origin in 2001 from the Central India town of Indore, has outshouted its big brother, the 170-year-old The Times of India, which is ranked as the No. 2 media brand by Indian consumers.
No doubt, Radio Mirchi has been one of the flag bearers of the private FM broadcast revolution in the country. Entertainment Network, an arm of the nation’s largest media house, Times Group, launched Radio Mirchi in 2001, and since then it never looked back and has come a long way with 32 stations and still counting.
When Pitch, the leading marketing magazine from the exchange4media Group, contacted Prashant Panday, CEO, Radio Mirchi, to share the news, an ecstatic Panday said, “It’s obviously a great feeling. Radio Mirchi as a brand has received recognition at various fora, but this one is truly a humbling achievement. Our years of great work have resulted in this very coveted honour. This also makes us re-commit ourselves to making Mirchi even more relevant and more connected with large number of listeners.”
Occupying the No. 2 slot is none other than the Old Lady of Bori Bundar, the 170-years young The Times of India. Launched way back in November of 1838 as The Bombay Times and Journal of Commerce, TOI really belongs to the exclusive club of timeless brands. And the credit for this, as the brand’s Chief Marketing Officer Rahul Kansal offers, goes to the ideas, the innovations, and the inspirations, which the Times Group puts together as the ‘I’ factor. Reacting to the survey ranking, Kansal said, “It’s a challenge for a 170-year-young brand to be still fresh, contemporary and new for its ever changing audience.”
The third most popular brand, Star Plus, has been enjoying a starry success in this market for quite some time now. The story of Star Plus can best be described as a whimper-turned-cloudburst. From managing with heavily English-accented themes and programmes initially, it has become the undisputed leader in the business of entertainment in the Hindi heartland, thanks to its unprecedented success with ‘Kaun Banega Crorepati’, launched in 2000. A slew of innovative programming and success of its Saas-Bahu genre of soaps made Star Plus a leading brand in the minds of consumers.
“As such, we recognise it as a milestone in our journey. Star Plus created the television experience for India, and if today we are seen as a premium media brand, it is because of the role we played in creating that experience”, is how Star India Head Honcho Uday Shankar reacted to the news.
Pitch, the flagship marketing intelligence monthly from the exchange4media Group stable, is celebrating its 5th Anniversary this month. The orbit of Indian marketing and consumer world has moved from ‘product brands’ to ‘services brands’ of late. To recognise this seismic shift, Pitch dedicated its 5th Anniversary issue on the theme of services branding and marketing with its survey highlighting ‘India’s Top 50 Service Brands’. The survey puts LIC, Airtel and Big Bazaar amongst the top services brands. The survey also asked consumer’s for their favourite media brands.
Airtel, Big Bazaar, Vodafone among India’s Top 50 Service & Media Brands: Pitch-IMRB survey