Navratri not only marks the beginning of the festive season but also gives radio broadcasters a chance to leverage the increasing ‘garba’ fever amongst the youth. The high-octane OND (October, November, December) period has always been important for the radio fraternity, owing to the expected revenue hike during the festive season.
To bank on the Navratri zeal, radio stations are going all out with on-air and on-ground initiatives, aiming to give that extra something to listeners.
Radio’s on-ground push
On-ground activations have proven to be a very effective method for radio channels as it helps listeners associate a face to the voice they listen daily and also gives advertisers and brands an opportunity to leverage on all the enthusiasm.
Tie-ups with major ‘garba’ events in the locality is one of the major trends this season. For instance, Big FM has entered into partnerships with temples and major ‘garba’ venues across eight cities. Big FM Mumbai has associated with Mangal Entertainment Garba, Aa Nachle, and V Generation Ghatkopar. Three years in a row, the Baroda arm of Big FM station has tied up with the United Way of Baroda which is registered in the Guinness Book of Records for the ‘Biggest garba pandal in the world’.
Radio City has returned with its property ‘Garba Premier League’ and ‘Dandiya Premier League’. Aforementioned events are organised in Ahmedabad and Mumbai respectively and see various housing societies competing in Garba competitions. They also have ‘Golu’ exhibitions in Chennai, wherein they will collect dolls from households and create a visual delight for viewers.
Innovative on-air shows
Dedicated programming properties are usually at the top of the priority list for they have phenomenal effect in driving appointment listening. Radio networks have come up with new on-air properties to create the ‘Navratri’ enthusiasm on air.
Radio Mirchi has initiated Mirchi Musical Navras in its evening slot show Sunset Samosa. It is a nine-day series which will explore Bollywood music on the lines nine traditional ‘Rasas’.
Oye! has created a fictional on-air character named Jignesh Bhai. Jignesh Bhai will be on-air for all the nine days of the festival and promote the Navratri fervor.
Fever FM Delhi has designed an on-air ‘jagrata’. The RJs will be live throughout the night and help listeners also stay awake with them.
Red FM has returned with its pseudo programming initiative Red Raas in Ahmedabad. Red Raas is a compilation of songs that have contemporary lyrics and traditional beats. Initiated in 2010, Red Raas aims at reviving the traditional element of the festival. This year, Red Raas is associated with Godrej Garden City and its CDs will be given away to Red listeners in large numbers.
Contests have always been a very convenient and reliable method of driving audience engagement and increasing call-ins. On these lines, Big FM Delhi will give away special ‘Navratri thali food’ vouchers to contest winners. Radio Mirchi is awarding listeners with passes to celebrated Navratri Pandals in Mumbai such as Naidu Club’s famous Dandiya Raas at Kora Kendra, Borivali and Shree Samarth Ekta Group’s Nirvana Navratri Mahotsav at Somaiya Grounds, Ghatkopar.
Fever, on the lines of its tag line ‘Sabse filmy’, has designed on-air contests named ‘Nav Din...Paisa In’. RJs will ask questions on the theme of Bollywood and winners will be awarded with gifts.
Festive seasons see almost 40 per cent hike in revenue, thus making it a very crucial time for radio players and advertisers. Creating Navratri buzz, thus, is a sensible move.