Radio, when used creatively, can be both tactical and brand building tool. A look at what others are doing in the category gives us a good idea of the required frequency. Ideally, the frequency should be higher for more brand recall targeting the peak hours.
We are committed to India and are putting in money not only to create products, but also for marketing activities. There will be changes you will see in the coming months. We will be very consistent with our communications and you will also see us increase the frequency of communication about the products.