Radio has been playing a significant role in any brand or company’s communication strategy. The medium is important enough for markets to factor it in their media mix. However, when it comes to a group as colossal as Aditya Birla Group, is the radio medium adequate enough? Who better than Ajay Kakar, CMO, Financial Services, Aditya Birla Group, to speak about the group’s various activities where radio had played a starring role…
Kakar explained, “The Aditya Birla Financial Services Group is in a mass acquisition phase. But we still use the radio medium for local support and activation. It gets our message to our audiences even when he is on the move. I would still like this medium to attract more of our budgets.”
FM radio has facilitated touching the lives of a new generation. With growing number of stations, the audience today is spoilt for choice and radio has become one medium that helps reach out to both the classes and the masses.
Regional radio stations, too, play a critical role. Not only do they add to the choice, but the listeners are able to enjoy programming in their local language, with a local flavour, and thus they fulfil their purpose of reaching out to the local masses.
Despite these advantages, share of radio in the advertising pie seems stuck at 3-4 per cent as the power of this medium is still under-tapped. Radio is still seen as an add-on medium; a support to most brand campaigns and media plans. Radio needs to be treated as a separate marketing medium altogether with its own advantages and disadvantages.
A major advantage of radio is that along with being a mass medium, it also allows one to focus on a particular audience in a particular market. However, this is not being adequately capitalised on. Moreover, confidence in the measurement system for radio is lacking, which is hampering the growth of the medium as a major tool for marketers.