The Association of Radio Operators for India (AROI), India’s apex body of radio broadcasters, has embarked on its campaign to ‘evangelise’ radio, emphasising on the cost-effectiveness of radio as a public broadcasting medium. AROI through this campaign aims to rid all myths about radio and highlight the medium’s effectiveness especially for delivering localised messaging.
AROI will effectively use print and radio for the campaign, of which the print campaign has already been released. Euro RSCG is the creative agency for this campaign, while MPG is the media agency.
Apurva Purohit, President, AROI, and CEO, Radio City, in a prepared statement, said, “Contrary to popular belief, radio is more effective than print for local impact and not only reaches out to more people than print, but it is also far more cost effective with a far-lesser CPT. Radio is ‘the’ targeted media vehicle, which delivers the desired message localised to the specific requirements of each market like no other medium. And that is one of the key messages that our campaign drives home.”
Prashant Panday, Senior Vice-President, AROI, and CEO, Radio Mirchi, said, “The campaign is really an attempt to position radio in the minds of advertisers and media agencies that it is the biggest local medium, way bigger than print in terms of reach and more cost effective in terms of CPT. This is the first time that AROI members have come together in pushing the cause of radio collectively.”
According to Tarun Katial, Senior Vice-President, AROI, and COO, Big FM, “The Indian radio industry has increasingly registered an unprecedented leap in overall growth through expanding networks, adding millions of listeners and has proved to be the largest mass localised reach medium compared to other mediums. AROI’s Radio Evangelist campaign will set a milestone in creating awareness about the panoramic change the advertisers will see. Compared to print, radio is more relevant for advertisers to plan their spends in the current economic downturn.”
Jeffrey Crasto, President and Chief Investment Officer, India and SE Asia, MPG, observed, “Speaking of both reach and cost, radio does work out to be more cost effective than print. Another critical issue is that the majority of creative agencies have yet to understand the strength and potential of radio to create relevant communication for the same. The art of writing for the ears has not yet come of age in our country. This campaign only goes to reiterate the power of radio as an extremely cost effective option, especially in today’s scenario.”
Overcoming the mindset block
Today, the radio industry is around Rs 700 crore and has 4 per cent of the advertising pie. While the introduction of a credible measurement system like RAM has certainly backed the industry with numbers, a certain section of the industry believes that the radio industry is still not taken seriously and requires a credible measurement system. And at the same time, the industry needs to share the knowledge of the medium rather than sell radio.
Sunil Kumar, MD, Big River Radio, noted, “It is widely believed that radio is a secondary medium, that it is about promotions and not brand building, which is not true as radio can do wonders for the brand. All stations sound the same is yet another myth, instead a brand should go with the station that matches the personality of that brand.”
Anuj Singh, National Marketing Head and Station Head - Mumbai, Red FM, was of the opinion that while myths existed, the more important thing to consider was that media planners were much more forthcoming today than they were a few years ago. “This is because radio as a medium has matured and they believe in the value it can add to their media plan. The biggest benefit that radio can offer to clients today is that it is a cost effective, local and high reach medium. The fact that radio’s share in the ad pie is growing proves that it is being accepted as an effective medium and that the myths are breaking,” he added.
According to Ritu Chhabra, National Head - Brand, My FM, “There is a lack of focus in radio as a medium, which I believe, is due to the lack of currency that can be used to measure the efficacy of the response from radio. The seriousness towards the medium is not there, and in order for a medium to progress, we need to have more attention towards radio.”