Home >> Media-Radio >> Article

Aditya Birla Financial Services Group - speaking through the radio

09-February-2011
Font Size   16
Aditya Birla Financial Services Group - speaking through the radio

Radio has been playing a significant role in any brand or company’s communication strategy. The medium is important enough for markets to factor it in their media mix. However, when it comes to a group as colossal as Aditya Birla Group, is the radio medium adequate enough? Who better than Ajay Kakar, CMO, Financial Services, Aditya Birla Group, to speak about the group’s various activities where radio had played a starring role…

Kakar explained, “The Aditya Birla Financial Services Group is in a mass acquisition phase. But we still use the radio medium for local support and activation. It gets our message to our audiences even when he is on the move. I would still like this medium to attract more of our budgets.”

FM radio has facilitated touching the lives of a new generation. With growing number of stations, the audience today is spoilt for choice and radio has become one medium that helps reach out to both the classes and the masses.

Regional radio stations, too, play a critical role. Not only do they add to the choice, but the listeners are able to enjoy programming in their local language, with a local flavour, and thus they fulfil their purpose of reaching out to the local masses.

Despite these advantages, share of radio in the advertising pie seems stuck at 3-4 per cent as the power of this medium is still under-tapped. Radio is still seen as an add-on medium; a support to most brand campaigns and media plans. Radio needs to be treated as a separate marketing medium altogether with its own advantages and disadvantages.

A major advantage of radio is that along with being a mass medium, it also allows one to focus on a particular audience in a particular market. However, this is not being adequately capitalised on. Moreover, confidence in the measurement system for radio is lacking, which is hampering the growth of the medium as a major tool for marketers.

Tags Aditya Birla GROUP Radio Ajay Kakar

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

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey