Top Story


Home >> Media - Radio >> Article

Aditya Birla Financial Services Group - speaking through the radio

Font Size   16
Aditya Birla Financial Services Group - speaking through the radio

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.

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.

The live telecast of the match between India and Sri Lanka on Star Sports 1 Hindi, topped the Top 5 Programs with 3 million impressions

Meanwhile, Radio City and Radio Mirchi continued dominating Bangalore and Kolkata respectively