Home >> Media-Radio >> Article

Now, movies actively wooing radio

17-July-2008
Font Size   16
Now, movies actively wooing radio

Movies seeking brand associations with radio is not a new phenomenon, but what is an encouraging trend is the growth in the number of such associations. Today, radio is not a mere afterthought to promote a new release, but a strong participant in a film’s release and success. exchange4media asks the industry players to share their views on such associations.

Gone are the days when promotions were limited to jingles or ads. Various FM stations across the country now have interactive and innovative integration with their programmes.

Red FM has associated with Rani-Ssaif starrer ‘Thoda Pyaar Thoda Magic’; SFM has tied up with the latest Batman flick ‘The Dark Knight’ in Tamil Nadu and Andhra Pradesh; Fever FM has tied up with ‘Love Story 2050’, while Radio One is associating with upcoming comedy ‘Ugly Aur Pagli’. Most of these movies are being promoted through on-air and on-ground activities.

On whether movie associations help garner listeners, Anuj Singh, National Marketing Head and Station Head, Red FM Mumbai, said, “Brands are now exploiting synergies with various radio properties and shows. Such activities have garnered a huge response from the listeners as it was relevant as well as entertaining for them. We aim for the same engagement and seamless integration in all our brand associations.”

Gowri Satyamoorthy Kapre, National Marketing and Promotions Head, Fever FM, said, “These initiatives have helped in giving our listeners an opportunity to interact with Fever FM. So yes, there has been a spike in listenership in each city post these associations and contests.”

Having a different take on movie associations garnering listeners is Vehrnon Ibrahim, National Programming Director, Radio One. He said, “Movie associations are successful, but not in garnering listeners, instead in retaining them. It’s a simple function, in a world without differentiation in format, brands do the job.”

With FM stations by and large being successful in garnering listeners to their shows, what is also important is how the advertisers have responded to movie associations.

Anuj Singh pointed out, “Red FM’s initiatives have been widely appreciated by both listeners and clients and have also won many awards for us.”

According to Kapre, “Advertisers are very enthusiastic about this medium and all the innovative solutions available on it. Radio is emerging as a vibrant, lively platform and advertisers are willing to exploit this vibrancy. Also, advertisers now-a-days appreciate a creative integration of their brand, rather than a mere placement.”

Raj Gopal Iyer, Station Head West, Radio One, said, “Yes, advertisers have been positive about such initiatives as they get to ride on the popularity of the movies and stars, and also associate with them and reach out to their target audience. The key here is to create exciting integration for the brands to associate with. ‘Dating Fataafat with Ugly Aur Pagli’ is an example.”

With listeners giving a thumbs up to movie associations in radio, popularity of these shows through mass participation prove beyond doubt potency of radio as a medium for advertisers and media planners alike.

Tags

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