Usage of below-the-line activities for brand building and promotion seems to have caught the fancy of FM major Radio Mirchi. The group plans to come up with almost two BTL initiatives every month to establish direct connect with listeners. Nandan Srinath, Senior Vice President – North, says consumer-led activities have always been quite effective in brand building and promotion.
Citing the example of the latest BTL launched by them, he said an activity like ‘Mirchi Diamond Hunt’ launched on August 25, would give listeners a chance to participate in a daily hunt for diamonds at 12 select retail outlets in the city. The amount of entry to the contest varied from outlet to outlet. The participants got a chance to win a diamond by searching for the gem in a large sand box taken across the city by the Radio Mirchi team.
An activity like this helps in connecting directly with the listeners. Similarly, other consumer-led promotion activities like ‘Kismat Khol De’ and ‘Khel Lakhon Ka’ conducted so far have yielded good results. Activities like these yield twin benefits. The channel gets its due publicity and the retailers get a good number of footfalls.
Radio Mirchi is planning at least two retailer-led BTL activities each month, says Srinath.
The success of this model will determine its replication on a pan-India basis, he adds.