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Radio Interviews

Shashikiran Kalyanpur

CMO | 23 Jan 2014

Radio, when used creatively, can be both tactical and brand building tool. A look at what others are doing in the category gives us a good idea of the required frequency. Ideally, the frequency should be higher for more brand recall targeting the peak hours.

Shashikiran Kalyanpur, CMO, Skylark Mansions has joined the group recently and is responsible for aggressive growth of the company and plans to generate revenues of over $100 million in the next two years through new real estate projects. He will also run all strategic initiatives across sales, marketing, CRM and product development in India and international markets. Kalyanpur has close to 14 years of experience, having worked with brands such as Cadbury, Gillette, and Airtel.

In conversation with exchange4media’s Deepa Balasubramanian, Kalyanpur speaks about the importance of radio as a marketing medium in the real estate sector.

Q. What is your marketing objective from radio?

Our main objective is to create awareness about our new project ‘Skylark Ithaca’ and ‘Skylark’ as a brand.

Q. What are some key things to keep in mind while creating a radio campaign?

Three things are very crucial according to me – ensure that we cut through the heavy clutter in radio channels, establish category connect with the product, and keep the messaging simple and memorable for the brand.

Q. Which has been your most successful campaign so far?

In my opinion, the Skylark Ithaca campaign will be the most successful as the jingle has been created to connect with the mood of the youth. Clients are able to remember the tune and are humming it like another song, which helps in brand recall.

Q. Usually radio is used as a medium of frequency and for tactical purposes. How do you usually decide on the number of spots, frequencies and markets for a particular campaign?

Radio, when used creatively, can be both tactical and brand building tool. A look at what others are doing in the category gives us a good idea of the required frequency. Ideally, the frequency should be higher for more brand recall targeting the peak hours.

The market will depend on the kind of product you are promoting, our new launch Skylark Ithaca caters to a segment who can afford apartments from Rs 23.5 lakh onwards, hence we have partnered with all the major stations.

Q. What is the one thing that you have learned from radio as a marketer?

I think with radio it is possible to reach specific segments of target audience with separate channels, programmes and language mix.

Q. Please share your marketing mix. What is radio’s share in Skylark’s marketing mix?

We have gone with a 360 degree approach to launch Skylark Ithaca. Share of radio would be roughly 10-15 per cent in our marketing mix.

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