Customization and personalization at the local level is what makes Radio an important tool in the marketer’s bag, says Sanjay Tripathy, Senior Executive Vice President, Marketing, Product, & Direct Channels, HDFC Life
Q] How important is Radio as a communication tool for you?
Radio is one of the important reminder mediums available at a competitive cost.
Q] How does Radio score over other media formats?
It is a more personalized medium and offers the advantage of reaching locally, which helps in driving creative communication more effectively than other media.
Q] What is the share of Radio currently in your media mix and are you looking at upping your spends?
Media mix is more of a result of campaign objectives and is dynamic. We spend as per the demands of each medium. The use of Radio is minimal in our mix as our campaigns are primarily national. But we do perk our campaign up with Radio if need be in case of important priority markets.
Q] What’s been the most innovative campaign undertaken by your brand on Radio?
In the past, we have used Radio very effectively in our Children (planning for your child’s future) and Savings plan campaigns.
Q] How do you think Radio can be utilized better as a marketing tool?
Radio being more interactive and localized serves as a great opportunity for instant local awareness. Also, through ‘Radio Activation programmes,’ marketers have an opportunity to sample and test products, which can be effectively used as a pilot prior to national launch.
Q] How effective is Radio when it comes to targeting specific towns, especially small towns?
The biggest strength of Radio is that it is a localized medium and hence the medium can be very effective to target specific geographies.
Q] How do you rate innovation and customization on Radio versus other mediums?
In terms of ideas, Radio does match up to innovations; but it lacks the scale and buzz of other mediums. It, however, offers more customization compared to other mediums.
Q] How do you use Radio during your festival campaigns?
Radio is a medium which can be used for high frequency and during festive seasons. It adds up as an effective reminder at lower absolute cost and boosts the messaging frequency.
Q] Does Radio help in connecting with not just the masses but also the classes?
It depends on our definition of ‘classes.’ Fundamentally TV, Print, Radio are all mass mediums and do the job excellently well in reaching the masses. If the definition of class means elitist, evolved, and very busy niche audience then yes, the effectiveness and reach of Radio medium is minimal to reach them. But if the word ‘classes’ means a bit upmarket, upwardly mobile, urban TA then yes through specific stations and programmes, the medium can still be effective in communicating the message.
Q] How do you see Radio’s future as a medium for marketing campaigns?
It’s distinctly a user-friendly, effective reminder medium. A very vital cog in the wheel of overall media mix that gives advertisers the necessary elasticity and continuity to compete in today’s highly fragmented media world.
NoteBook: Radio