Festive season is like a golden ticket which every brand makes use of with the best possible medium of reach. Considering radio as the medium with the widest network and reach; major brands in the market get associated with festive campaigns on radio for higher visibility. This year, too, radio has seen positive growth with major brands across all categories associating with it.
Looking at the trend of radio players attracting advertisers, Ashit Kukian, COO, Radio City 91.1 FM, said, “Radio very easily, effectively and essentially fits into the media plan for most brands. Hence, you will find most brands across categories, which are active during this period, leveraging our medium. The festive season sees a marked increase in advertisements and promotions by all brands. We are seeing a 22 per cent growth in advertising revenue.”
Taking into account the various festival touch points that the Indian market offers, radio players have brought to its listeners some really interesting engagement programmes. Soumen Ghosh Choudhary, Business Head, Big 92.7 FM, opined, “Each campaign merits different levels of marketing. But the largest share of marketing investment is naturally made on our major spike. And Diwali being the biggest spike of the year, the marketing around it is high. The spike this year is called ‘BIG Item Bomb’, which is one of the biggest game shows on radio with a lot of brands associating with it.”
Likewise, B Surendar, Senior Vice President & National Sales Head, Red FM 93.5 Network, commented, “We shall be ending up with the highest ever revenue for the Red FM network this festival month, with our growth over last year touching double digits. Having said that, things could have worked out even better if the sentiments concerning marketing spends of advertisers were more positive, particularly in the mega metro markets – viz. Mumbai and Delhi.”
Like most festive seasons, this year too attracted all major industry categories and clients to radio. Cadburys, Nestle, Coke, KP Masala and Godrej from the FMCG sector; Nokia, Airtel and Sony Ericsson from the telecom sector; Star and Colors from television; Maruti, Ford and Tata Motors from the automobile category; retail biggies like Future Group, Lifestyle, Kapsons, JK Kavlekar & Sons; e-commerce portals; BFSI majors like Reliance, ICICI, SBI, UBI, etc., are among those who advertised on radio extensively.