When Radio City tied up with Vibgyor, the idea was to leverage the medium for brand activation to provide better solutions to clients and in the process benefit mutually. The next areas on the cards for similar alliances are Internet and out of home.
Apurva Purohit, CEO, Radio City said, "We are clearly looking at ways to give more 360-degree solutions to our clients that have radio strengths at the core, and other things that can help them take their brand story further in their interaction with the consumer."
She explained that the idea was to use mediums where radio itself had strength. She said, "I can say that 360 can also mean an alliance with print or television. But we are not talking about that. We are saying that there are certain strengths that radio and Radio City have, and let us come up with 360-degree solutions which amplify these strengths."
Speaking on the strengths of radio, she said, "Radio is about live reactions or feedback that an advertiser can get. Let's say, if an advertiser wants to do some sampling, he can actually get live feedbacks from consumers real-time. We can have a demo of any hair oil therapy happening in any salon and I can link it up to my RJ who is testing that therapy on-air and get his feedback. For such activation, the Vibgyor tie-up came up."
"Another strength is interactivity, therefore, we are clearly looking at how to extend communication through the internet in some manner. Radio is an OOH medium, unlike television and print, and that's yet another strength. So, we are looking at something in that domain as well. We are clearly looking at the Internet, outdoor and activation as things which amplify the strengths radio has and take it further."
Purohit believes that it is initiatives like these that will work with good marketing, brand building and robust research that can bring out radio strengths that will help in radio becoming more than just a frequency medium for any media plan.