THE MICRO-LOCAL APPROACH
This week in our special feature profiling media marketers, we speak to Kartik Kalla -EVP & National Head- Marketing, Programming, AudaCITY – Radio City 91.1FM who tells us why marketers should follow the ‘Think Global, but Act Local’ mantra. Q] How has the role of the marketer evolved in the media industry? With the advent of digital media, marketers across industries are grappling with newer, better and faster technologies for communications every day. Audiences consume content, rather than platforms and the marketer’s effort is to connect with listeners via great content across platforms on-air, on-ground and online. An example is AudaCITY, Radio City’s Internal Creative Client Solutions Agency, where we help clients come up with campaign ideas which are not necessarily radio-led, but a combination of different mediums in order to fulfil the clients’ expectations. Q] What are the challenges in marketing for a media company? The challenge lies in creating sharp recall, given the amount of disparate messaging consumers are exposed to. Brand differentiation becomes difficult, especially in low consumer loyalty categories. Focus for most brands then comes on content, innovation and smarttargeted marketing efforts. The content and the consumer thus become king. Q] Can you list three points of change in the marketing sphere for the media industry? New Age Digital Media : Digital is a game changer, hence marketers need to understand its importance, reach and embrace the space. Whether it is interaction or engagement, the digital medium is the best to connect with the consumers. The importance of digital medium needs to be recognised, respected, factored and incorporated into the marketing plans. Micro Local Approach Growth In Radio Industry Q] Can you recount a career defining moment in your journey so far? In 2000, we were struggling with listenership numbers in the key metros and needed to do something different and disruptive with our content and marketing. We changed our positioning to FM Boletoh Radio City 91.1, which became our core thought. We created tent poles around the brand, made critical changes in our programming and haven’t looked back since. Q] Hits and Misses: Marketing initiatives/campaigns that you are proud of? Rag Rag Mein Daude City – Our new philosophy galvanizes a strong emotional connect with the listener when it comes to city pride. From creating a foot-tapping catchy melody line, to customizing the song to encapsulate the rhythm and pulse of every city; this campaign garnered tremendous response amongst trade and listeners. City ke konekone Se – While every radio player claims to be local, we became micro-local. This innovation brings stories from every nook and corner of the city with OB jocks being spread across various areas. While regular content gives a bird’s eye view to the city, this particular campaign captures the intricate, specific events across various streets in the city. Nanhi Kali – To encourage and support the girl child receive better education and exposure, Nanhi Kali was an initiative executed on Woman’s Day this year. We identified musically talented girls and used their voices to recreate popular brand jingles, which also communicated the means to donate and support the girl child. Q] Five brands/campaigns that you associate with and reflect your personality? Dove (Real Beauty), Red bull (Stratos), British Airways, P&G (Thank You Mom) and Nike Q] A marketer who you greatly admire? Guy Kawasaki
Earlier, the marketer’s focus was to tap and reach the urban and the Tier I markets. Today, there is immense scope in Tier II, III and IV markets. The local trends and preferences of a local consumer have to be considered while designing a marketing plan. Think Global, but Act Local should be a mantra that all marketers follow. Radio City’s brand campaign, Rag Rag Mein Daude City, has taken the microlocal approach. Radio City is not just one national brand but 39 (soon-to-be) local brands.
Round I of Phase III of the radio spectrum auctions has meant a lot of new challenges such as dual spectrums for the same network in certain geographies, new geographies and the quintessential hurdle of churning out great campaigns with differentiated content. With Radio expanding to Tier II and Tier III cities, it will be the preferred medium for leading advertisers and brands, keeping in mind its reach and affordability. Marketing is going to get more challenging and in that challenge lays the ability to excel.
Candy class - An initiative to nurture the confidence and skill among Dharavi kids who wished to learn to speak in English. We stuck a Radio on the Candywaalaki cycle that travels to the slums of Dharavi. The candy waala promises free candy to all the kids who listen to our Candy Class conducted by Mumbai’s favorite RJs at 4pm every Sunday.
Tags : Spotlight