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Using FM radio to deliver quantity and quality brand communities

08-February-2008
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Using FM radio to deliver quantity and quality brand communities

Vineet Singh Hukmani, CEO, Radio One, argues that consumer ‘interface’ choices seem to get demarcated between media like print and TV which are largely one-way communication media; and interactive ‘alternate avenues’ that are closer to community. The problem that arises is that often the sheer number of people you can influence seems to drop drastically. But it is possible to have your cake it and eat it too when one uses radio at the core of a brand community building programme.

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.