Top Story

Home >> Media-Radio >> Article

Kerala tunes into radio for Onam specials

27-August-2014
Font Size   16
Kerala tunes into radio for Onam specials

It is not just the consumer durable companies that are wooing customers with Onam offers, Kerala is buzzing with elaborate and innovative festive specials played out by the radio channels. Here's looking at who's doing what, who are the biggest spenders on the medium, and how national players have leveraged the festival.








The action off-air, on ground

94.3 Club FM's on-ground action ‘Bhagyavan’ with a prize money of Rs 1 lakh will cover 100 locations over 15 days. Shreyams Kumar M V, Director- Marketing, Mathrubhumi said, “There is also a Lulu Shopping Mall-based activation for V Guard Power House mixer-grinder over 10 days and a photography contest will be held in campuses in association with Vodafone and Facebook.” Other activities include Mega ‘Pookalam’ (floral carpet) contests involving 100 campuses across the state in association with Cuticura. In its third year, ‘Family, Food and Fun’ contest sponsored by Double Horse food brand, will have families will use a customised Facebook app to upload pictures of them eating together and share a table with celebrity danseuse-actress Shobana. 

Radio Mango 91.9 FM has two major on-ground properties - a musical reality show and a campus outreach activity. They also have threads and mood setting for the festive season as part of their content. Sunoj George Abraham, Head, Business Operation, Radio Mango 91.9 said, “Onam is the biggest season for Kerala and Q2 fiscal is the most critical for all kinds of business. There are set advertising patterns for the season besides innovative communication.”

Sangeeta Nair, VP & Regional Programming Head- South, Radio Mirchi 98.3 FM remarked, “Our Trivandrum Radio Mirchi station is planning to celebrate Onam, showcasing its multiple flavours - style, colour and taste. We have planned to club two main elements of Onam- Sadya a festive food delicacy and songs, which is referred as ‘Mirchi Pattu Sadya’ to entertain the listeners with their favourite celebrity serving the show.”  The channel will also celebrate Super Star Mammootty’s birthday that coincides with the start of Onam. An interview with the star will be followed by his favourite songs through the day on Radio Mirchi.

93.5 Red FM has planned for both on-air and on-ground activities, which started on August 17.  In the first week of September, the radio channel will celebrate Onam with National Award winner Suresh Gopi, state award winners Dileep, Anoop Menon, Saikumar, actress Amala Paul among others. The show ‘Red Top 30’ will carry top 30 movie songs of Mammootty and share trivia about the super star on Sunday Classics. B Surendar, COO, Red FM/Suryan FM said, “The popular belief is that King Maveli visits Kerala during Onam. To reflect this sentiment, we are creating an on-air character ‘Maveli’ who will have a spicy interaction with listeners. Red FM’s ‘Comedy Twins- Season 2’ will be the main on-ground initiative. Since mimicry is very popular in Kerala, we will provide a platform for Keralites to showcase this special skill through a talent hunt.” The channel has also tied up with KAZCHA 2020, for a special drive for cataract-free Kerala that will be launched by Mammootty.  

Advertising spends and trends in Kerala during Onam

Virtually all brands across categories up their ad spends during Onam, just as they do in Diwali in North India. The major spenders include textile, jewellery, home appliances and consumer durable brands contributing 75 per cent of advertising spends. Surendar added, “Advertising during Onam contributes to at least 30-40 per cent of our annual revenue. We have increased our spends on marketing and various other initiatives by 20 per cent this year.”

The major difference that Radio Mango has noticed is that some of the international brands who never advertised or rather stayed away from this medium, are back.

Abraham added, “Compared to previous years, we have noticed spends on radio advertising are going up. The season contributes about 30 to 35 per cent of the budgets for the industry. We expect an increase of around 12 to 15 per cent in advertising spends this year as compared to last year.”

One of the leading media house from south said, “There is definitely a rise in the advertising spends, primarily because categories such as automobile and textile have started spending more. There is also a shift from television to radio due to the fall in FCT following the TRAI diktat. Radio as a medium is expected to grow by 20 to 25 per cent in Kerala by 2015.”

According to Pitch Madison Media Advertising Outlook Report 2014, radio grew by 17.6 per cent in 2013 and is projected to grow further with the total ad spends adding up to Rs 1262 crore, compared to Rs 1097crore in 2013.
 

Tags Shreyams Kumar M V Sunoj George Abraham Sangeeta Nair Surendar Radio Mirchi Club FM Radio Mango Kerala Onam

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gaurav Dua, Executive Director, Relaxo Footwears talks to exchange4media about the brand's re-branding, marketing strategy, future plans and much more

The brand through its campaign is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace

In this campaign, the brand MRF tyres intends to communicate their proposition of 'comfort made more comfortable'