Musical-e-Azam Naye Andaz, Radio City’s biggest property, has been on air for quite sometime now and has garnered tremendous response from the listeners, claims Rana Barua, Marketing Head of Radio City.
Explaining the marketing strategy employed for Musical-e-Azam, Barua said, “We employed a complete 360-degree promotional campaign encompassing all media and creating touch points for our audience. Apart from our own medium, which reaches out to more than 60 lakh people weekly, we have used outdoors extensively. We are doing a 25-day road show at high traffic locations across Mumbai, apart from placard holders and pamphlet distribution at all the major traffic junctions. For the show, we have strategic alliances in media and are being promoted online through Rediff.com along with our television partner, Aaj Tak, who is beaming out exclusives on a daily basis.”
When queried about the response received so far for the show, Barua said, “The response has been awesome and instantaneous as it touches an emotional chord with our listeners, which is demonstrated by the large numbers of calls and SMSes that we receive on a daily basis, apart from the visitors streaming into our studios daily to meet and greet their favourite artists.”
“We have always been a pioneer in the FM radio space in India and have several firsts to our credit. Currently, we are the only player in the business, who has got radio as the only business and are not an extension of any media conglomerate. With the recent change in frequency nationally to 91.1 FM, we have rightfully staked our claim to the leadership slot in the industry. And we have become naturally aggressive towards it,” asserted Barua when asked about the position of Radio City over the years in the industry.
Commenting on the competition, Barua said, “We don’t really need to change our strategies because competition has come in. It’s really the other way round. We set the trends for the others to follow. But yes, it has become a very exciting phase and ultimately those who offer interesting and entertaining and differentiated content in the long run will survive and thrive.”