HOME Redio Manju Yagnik

Radio Interviews

Manju Yagnik

Vice Chairperson | 27 Dec 2013

Marketers must understand the requirement clearly, the reach of radio in a particular geography, detailed research about prospective home buyers, their travelling habits, and prime-time in a particular vicinity. We believe all these details need to be factored in when designing a campaign in order to ensure that the RoI is maximised.

Manju Yagnik, Vice Chairperson, Nahar Group has been associated with the Group for over two decades. Yagnik has planned Nahar’s Amrit Shakti with an objective to bring home luxuries offered by globally acclaimed projects. Burberry and Bryony have been conceived and created to meet the expectations of the evolved Indian consumer ranging from space, aesthetics, luxurious amenities, view et al.

In conversation with Saloni Surti, Yagnik speaks about the importance of radio as a marketing medium for the real estate industry.

Q. As a marketer what is your expectation from radio?

Radio has emerged as one of the most effective avenues of advertising. We expect to benefit from its wide reach among our target groups of potential home buyers, so that we can optimally communicate the features of our flagship projects such as Nahar Amrit Shakti, a premium township spread across 125 acre land in Chandivali as well as other recent launches such as Rosa Alba, Burberry and Bryony and Yvonne. In addition, we endeavour to use this medium to strengthen our brand positioning in the market through radio advertisements.

Q. How does radio particularly help real estate marketers?

The most advantageous aspect of radio advertisements is its widespread reach and easy accessibility. Another striking advantage that a radio platform offers is the ability to communicate a higher volume of information in a cost-effective manner. Real estate marketers can leverage this by sharing only the relevant details about their projects through a voice to which potential customers are more likely to be receptive.

Q. What are the few things to keep in mind while investing on radio?

Marketers must understand the requirement clearly, the reach of radio in a particular geography, detailed research about prospective home buyers, their travelling habits, and prime-time in a particular vicinity. We believe all these details need to be factored in when designing a campaign in order to ensure that the RoI is maximised.

Q. Which has been your most successful radio campaign so far? Please elaborate on the campaign.

Our recently executed radio campaign for our flagship project Nahar Amrit Shakti, which is based on the concept of ‘real life brand ambassadors’, has been one of our most successful radio campaigns.

It involved genuine testimonials from residents who have already been staying in this township, as opposed to run-of-the-mill, imitative real estate advertisements. The idea behind this first-of-its-kind concept was to allow prospective buyers an insight into the experience of living in this township from the perspective of its residents. We believe that residents who have been staying in this township for long are the best endorsers of it. We also infused stand-up comedy as part of the radio brand campaign, another first for us. We believe that humour is the perfect tone to build a connect with the audiences than routine sales pitch oriented advertisements.

Executed in conjunction with an extensive brand campaign in the print and outdoor media, the radio advertisements mirrored the messages in a more colloquial and humorous manner. We selected radio as an integrating medium for the campaign, which served exclusively as a recall medium, supplementing the static communication.

Q. How can marketers go beyond vanilla radio spots to attract listeners amongst the clutter?

That was precisely what we endeavoured to do when we were conceptualising our campaign, and I’m glad to share that we have succeeded. Our radio campaign infused themes such as stand-up comedy with genuine testimonials from residents of our projects. We believe that this has been our breakthrough in going beyond vanilla radio spots.

Q. How has radio marketing helped the Nahar Group?

As explained earlier, our recent radio advertisement campaign has helped us in attracting home buyers, creating strong awareness and strengthening our brand positioning.

Q. Do you use radio with a tactical approach or a generic approach?

Since our radio campaign was completely different from any other executed in the past, we could not afford the luxury of relying on a tried and tested approach. Our campaign design had to create an optimal synergy between the print, outdoor and radio advertising efforts. Therefore, we can emphatically state that our approach towards radio advertising was entirely tactical, and it paid off.

Q. What percentage of your marketing mix is reserved for radio?

Around 10 per cent of our budget is reserved for radio advertisements.

Write A Comment

JOBS & CAREER