In a bid to stretch the usage of the radio medium for creating leverage for brands, Creative Thinks Media recently undertook a road block activity for client Victory Ace, a well-known name in the real estate sector.
The road block was undertaken across five FM stations simultaneously – Oye FM, Hitz FM, Radio One, Radio City and Red FM.
Commenting on the entire exercise, Ritesh Malik, Managing Director, Creative Thinks Media said, “One gets to hear around 10 ads of different real estate companies in a span of 15-20 minutes, especially on radio. We wanted to do things differently and with a bang. Hence, the road block activity.”
He further said, “It is a big achievement in terms of carrying out such an activity and working everything out to the client’s contentment. To make sure that the listeners didn’t get bored listening to the client’s audio repeatedly, Creative Thinks Media composed a very melodious jingle, which didn’t disturb the listening pleasure of the listeners.”
Along with radio, the company also came out with ads in print media, including Hindustan Times, The Times of India and Mail Today, among others, as well as some outdoor advertising in Delhi and NCR region to maximise impact. The outdoor activity involved using billboards, unipoles and Metro panels as OOH media properties.
Malik terms the response received to the road block as “extremely overwhelming”. He further said that several other clients had also showed interest in pursuing such an activity as they believe it is an impressive way to attract the target audience and create a breakthrough in advertising.
“It is also essential for clients to be open to experimentation and trusting in outlook to reap maximum outcome from the each penny that they invest,” he added.
While refusing to divulge details on the budget allocated for such an activity, Malik said, “It totally depends on the brand and volume that we deal with and differs from client to client. For road blocks, the budget usually it goes up to around Rs 10 lakh to Rs 20 lakh, depending on the media selected, the creatives, and several other factors. We understand our clients’ needs, aims and pocket and figure out ways to fit in the activities per their requirements.”
Regarding the Budget 2013-14 announcements for the radio sector, Malik believes that the measure will help increase the penetration and concentration in the advertising market by manifold. “It will be in the best interests of the advertisers as they will be able to reach cities such as Jammu where there is monopoly right now. Moreover, agencies like us will have a large span of options in media to offer to our clients.”