Movies seeking brand associations with radio is not a new phenomenon, but what is an encouraging trend is the growth in the number of such associations. Today, radio is not a mere afterthought to promote a new release, but a strong participant in a film’s release and success. exchange4media asks the industry players to share their views on such associations.
Gone are the days when promotions were limited to jingles or ads. Various FM stations across the country now have interactive and innovative integration with their programmes.
Red FM has associated with Rani-Ssaif starrer ‘Thoda Pyaar Thoda Magic’; SFM has tied up with the latest Batman flick ‘The Dark Knight’ in Tamil Nadu and Andhra Pradesh; Fever FM has tied up with ‘Love Story 2050’, while Radio One is associating with upcoming comedy ‘Ugly Aur Pagli’. Most of these movies are being promoted through on-air and on-ground activities.
On whether movie associations help garner listeners, Anuj Singh, National Marketing Head and Station Head, Red FM Mumbai, said, “Brands are now exploiting synergies with various radio properties and shows. Such activities have garnered a huge response from the listeners as it was relevant as well as entertaining for them. We aim for the same engagement and seamless integration in all our brand associations.”
Gowri Satyamoorthy Kapre, National Marketing and Promotions Head, Fever FM, said, “These initiatives have helped in giving our listeners an opportunity to interact with Fever FM. So yes, there has been a spike in listenership in each city post these associations and contests.”
Having a different take on movie associations garnering listeners is Vehrnon Ibrahim, National Programming Director, Radio One. He said, “Movie associations are successful, but not in garnering listeners, instead in retaining them. It’s a simple function, in a world without differentiation in format, brands do the job.”
With FM stations by and large being successful in garnering listeners to their shows, what is also important is how the advertisers have responded to movie associations.
Anuj Singh pointed out, “Red FM’s initiatives have been widely appreciated by both listeners and clients and have also won many awards for us.”
According to Kapre, “Advertisers are very enthusiastic about this medium and all the innovative solutions available on it. Radio is emerging as a vibrant, lively platform and advertisers are willing to exploit this vibrancy. Also, advertisers now-a-days appreciate a creative integration of their brand, rather than a mere placement.”
Raj Gopal Iyer, Station Head West, Radio One, said, “Yes, advertisers have been positive about such initiatives as they get to ride on the popularity of the movies and stars, and also associate with them and reach out to their target audience. The key here is to create exciting integration for the brands to associate with. ‘Dating Fataafat with Ugly Aur Pagli’ is an example.”
With listeners giving a thumbs up to movie associations in radio, popularity of these shows through mass participation prove beyond doubt potency of radio as a medium for advertisers and media planners alike.