Gautam Gulati, National Marketing Head, Radio Mirchi
“Radio commercials are the result of a lot of thought and effort. That’s why creative work on radio deserves recognition.”
“Radio commercials are the result of a lot of thought and effort. That’s why creative work on radio deserves recognition.”In a conversation with Anushree Madan Mohan from exchange4media, Gautam Gulati, National Marketing Head, Radio Mirchi, discusses Mirchi’s approach to the Kaan Awards, the roadmap to a successful brand building and the role of marketing vis-à-vis content. Q. Let’s start off with a brief background about you. How did you get associated with Radio Mirchi?
Prior to my joining Radio Mirchi, I was with Ranbaxy Global Consumer Health Care. The OTC division at Ranbaxy was just set up and I was handed over the reins of that area. I had to handle the complete planning for the brand, Revital – starting from research and consumer insight, to the brand positioning statement and administration of the creative. That was my entire stint with Ranbaxy. Prior to Ranbaxy, I worked with SmithKline Beecham.
When I joined Radio Mirchi, I was attuned to things on the other side of the fence, as I was exposed to FMCG industry for such a long time. After my joining the station on 12th of March 2003, three new stations were launched in Delhi, Calcutta and Chennai. The initial months were very hectic as I didn’t have much of understanding about the medium. The point is that radio is a very different industry though the basic marketing fundamentals are much the same as any other industry. Understanding the dynamics does take time and, I feel that I’m still learning new things, every single day. Back at Beecham, we had perhaps sat in September and finished our brand plans for the subsequent year by chalking out the key brand drivers. Media schedules for the entire year were made in accordance with Mindshare – the agency for Beecham at that point. We ensured that everything went on schedule.
Things are much different here because radio is a livewire medium and nearly every day there is a development of some kind. It’s a competitive and dynamic industry; for instance, sometimes there is a strategy that’s adopted by a rival station, which you might have wanted to adopt sometime later. Or, there are times, when there is something drastically wrong with your station and you need to put things back on track.
Q. Is it a challenging job to be heading the marketing activities of a prominent radio station?
Selling radio is a challenge, because its an ever changing medium. And brand managers still carry their own perceptions about radio. You need to work on that.
Q. Is the Mirchi Kaan Awards another step in brand building?
It’s more of a category building initiative. There is a need to award exceptional creative in radio, which is an uncommon medium. Since radio is not accompanied by visuals, it’s only the sound and the idea that would grab the attention of the listener. An initiative like Mirchi Kaan Awards recognises only exceptional creative work and ensures that more of the same is generated for the medium. Which is why, we have seen a tremendous response from creative people, in ad agencies, even in the light of the fact that as an initiative, this is the first from any radio station. We have a number of esteemed and well-known faces from the advertising fraternity as a part of our panel, which includes names like, Balki, Prasoon Joshi, Ravi Deshpande and Elsie Nanji .The interesting fact is we didn’t have to ask them more than once, about their decision to be a part of this initiative. Nearly all of them were more than enthusiastic about the Mirchi Kaan Awards and were convinced about the merits it had to offer.
Q. Were the other operators consulted before you decided to take on such an initiative?
Unfortunately, the scene in the radio world – both financially and otherwise, is such that nearly all of the players are busy with the affairs of their own station. The way it works is, if you are busy cleaning up and setting things right in your own house, then your immediate neighbourhood would come second on your list of priorities. On the other hand, if you have some support, you can carry on with the cleaning expedition in your house and take on some work for the neighbourhood as well. In all honesty, I don’t think that many others will be willing to take on efforts in category development, simply because they are too busy getting their own affairs in order. Having said this, it must also be said that the reason why Mirchi Kaan Awards is emerging so quickly and on schedule is, we have given it single-minded attention and made it a priority in our scheme of things.
Q. How would you define creatives on radio in the current day? How would you validate the deliberate skew towards humour?
I have seen some great work on radio, and to a certain extent, a lot does revolve around humour. Again, I don’t necessarily regard this as a negative sign. On one hand, there are the stereotypical Gabbbar ads and the standard mimicry sessions and on the other hand, there is genuine work that stands out, an instance would be of the Amaron or the Close up radio commercial. But isn’t that typical of television channels as well? You see so many ads on television and only a handful can really be called outstanding work. What’s important here is that, in terms of creatives on radio, brands are moving out of the phase of applying television cut-offs on radio. Radio commercials, are the result of a lot of thought and effort, in the present day. That’s creative work on radio deserves recognition. On account of the great response that we have achieved for the Mirchi Kaan Awards, I can stand by the fact that there is a great deal of talent within radio advertising. Some of the work that we have received is truly exceptional, designed by talented minds in well-known agencies like, O&M, Euro, Ambience or McCann.
Lets not forget that radio is a tough medium.
Q. Are there any entries from RMG David’s side (the agency that handles the account of Radio City)?
I don’t think so. And Lowe isn’t a part of it either. Lowe has not been participating in any of the awards functions since the last three years.
Q. On a totally different tangent, radio stations have been known to take a dig at each other through spoofs and wise cracks. In a category, where the need is for most players to empathise each other, how do you validate these wise cracks? Yeah… it is immature. There was a time when all the stations were a part of it, which includes Mirchi. But if you have noticed, Mirchi has refrained from taking on any kinds of spoofs and things on another radio station, since a long. Even though, there have been cases when people were busy taking a dig at us, but we have avoided retaliating. See, when you counter something, someone said with a spoof or a one-liner of your own, you are, in fact giving the competing station some amount of brand recall. That’s why, ideally, you ought to be focusing on your job and not waste your resources over inane activities.
Q. How is Mirchi positioned as a brand? How is it different from the other radio brands?
This question calls for a flashback of sorts. At the inception of the station, there was a great deal of debate and discussion on the name that we ought to incorporate, which would essentially convey our identity. It was Mr. Vineet Jain(Chairman, Times Group) who devised the name ‘Mirchi’ and in retrospect, that was the best name that we could have incorporated because all of the other players (at least in Mumbai) had names in English. Mirchi denotes a colloquial feel and there is a far greater connect amongst listeners. The baseline, ‘It’s Hot’ was at the initial stage. With time, there were two schools of thought with their own perceptions about Mirchi. One interpreted the station as an ‘Exciting’ and ‘Youthful’ medium with great music while the other negatively interpreted Mirchi as a station that stands for something sexually suggestive. We sat down with our agency McCann Erickson to counter the second interpretation. In October, last year, we discussed on how we could deliver the promise that we stood for, with tangible benefits in the readership graph. There was unanimous agreement over the fact that listeners ideally like to keep themselves informed about the lives of celebrities, which was a take-off from the success of Bombay Times.
And, we moved on to the Bollywood positioning. We give you Bollywood, like no one else does! While our theme would be around Mirchi, we would say it the Bollywood way. Look at our ‘Celebrate Bandra’ initiative – where we spoke to celebrities around Bandra and beyond, and aired their views on the festival.
‘Aapka Apna Bollywood station’– that’s our positioning till now. And, we’ve plans to stick to it, at least, for some time.
Q. Do you agree with the view that most FM stations in Mumbai sound similar?
If you had asked me the same question some months back, I would have said ‘Yes.’ And, research too would have said the same. But things are changing quite rapidly. In the current day, each player is making an attempt to carve out a distinct niche for itself. We have one that offers more of talk rather soaps, another that projects itself as ‘College Radio’, a third that caters more to the English music lovers…there’s specifically defined imagery and positioning at work, on the part of each station. While in the past, the common man or the housewife wouldn’t have been able to identify the radio station that he/she has been listening to. But, things are changing quite a bit in the present day.
From the content and marketing perspective, it’s essential for any station to not get swayed by individual preferences but by the preferences of the masses. And, in a city like Mumbai, we are talking about an audience of 16 million or more. What kind of content do they need? That’s what stations need to address.
Q. From the inception till the present day, how has your approach towards outdoor and ground activity differed?
The fact is you need to be seen outside your radio station. That’s what we could achieve only through outdoor and ground initiatives. The Bipasha, Aamir Khan and Salman Khan take-offs were very topical, and weren’t incorporated only with a deliberate skew towards Bollywood. The underlying mandate in all our creatives is that it needs to be different. That’s the pre-requisite that’s there in the agency’s head before they take on any of our work. Be it the launch campaign or the Bollywood campaign in October featuring Salman, Priety and Akshay – it was all about a certain kind of funkiness. If there were anything that we took on, it would have to be accompanied by a one-liner that would grab you. It would make you stop on your tracks and pay heed to Mirchi. Ground activity has always been on our agenda, since in radio, a lot can happen through word of mouth. Over the period of one and half years, we have a mix of brand-related advertising and consumer promos that have been quite successful. Take for example ‘Kismat Khol De’, which works this way, if you have the number 983 anywhere in your ration card or passbook, you are liable to win prizes. Or, an initiative like, ‘Khel Lakhon Ka’, which again works on the concept of winning big! We had an RJ Hunt, which was in some ways a category building effort. Our marketing efforts had two distinct phases: One was the pre-October period, when we single-mindedly focused on brand building. In the post-October period, it was all about spacing out the Bollywood platform.
To answer your question, whether it’s outdoor or ground level or on-air activity, the idea was always to take on something different. This underlying fact has remained constant regardless of the time period. We have the ‘Mirchi Khel Bollywood Ka’ initiative going on in the present day which works on an elaborate catch line. The line goes – ‘Listening to Mirchi Pays’ and it is a line that wouldn’t be missed by many. Again, the press ads for this initiative are extremely funky. Our prizes are highly enticing; the offerings include two flats in Delhi, a trip to Malaysia, jewellery, jeans and other nick-nacks.
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TRAI releases Consultation Paper on reserve price for auction of FM radio channels
The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6
The Telecom Regulatory Authority of India (TRAI) has released a Consultation Paper on "Reserve Price for auction of FM Radio channels".
The Ministry of Information and Broadcasting (MIB) sent a reference dated August 22, seeking recommendations of TRAI on reserve prices for 283 cities (260 new + 23 existing) under FM Phase-Ill Policy.
Accordingly, this Consultation Paper has been prepared to seek the comments and views of the stakeholders on issues related to estimation of the reserve prices for auction of FM Radio channels.
As part of the consultative process, the Consultation Paper has been uploaded on the TRAI website.
The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6. Counter-comments, if any, may be submitted by November 13, the paper said.
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ShareRadio Mango Nerolac ‘Pulikkali’ celebrates the essence of Onam
Radio Mango in association with Nerolac Healthy Home Paints flags off an Onam folklore-themed roadshow in Kerala
Radio Mango in association with Nerolac Healthy Home Paints launched ‘Pulikkali’, an Onam folklore-themed state-wide roadshow that resonates with the ideology of unity among all people, regardless of their caste, colour or religion.
The road show brings to life the most vibrant and eye-catching ritual of Onam, the Pulikkali (Tiger Dance). The campaign also fondly recalls the popular Onam folk song ‘Maveli Naadu Vaneedum Kaalam, Manushar Ellaarum Onnu Poley.’
It is designed around the ancient folklore of the golden reign of King Mahabali when there was no discrimination on the basis of caste or class and there was neither crime, nor corruption.
The dynamic crew of entertainers, dressed as Pulis (Tigers) accompanied by Chenda Melam (traditional percussion) artists will travel across Kerala for 15 days as part of the campaign to emphasise the fact that no matter what, we all are one and whatever the colour, we must unite to make this Onam colourful.
The flag off to the ‘Pulikkali’ roadshow was conducted in Kochi by Malayalam actor Saiju Kurup in the presence of Ravindran Nair, Programme Director, Radio Mango, and Rajesh C., Kerala Regional Sales Manager, Nerolac Healthy Home Paints, at Malayala Manorama’s Panampilly Nagar office.
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PM Modi lauds Fever FM’s #PlasticSeBreakUp initiative
In a tweet, the Prime Minister congratulated Fever FM for its innovative campaign to ensure reduced usage of single-use plastic
As part of the Fever Voice of Change CSR initiative, Fever FM launched the ‘#PlasticSeBreakUp’ campaign to make India free from single-use plastic.
Drawing inspiration from Prime Minister Narendra Modi’s message this Independence Day, the initiative urges all shopkeepers to do away with single use plastic bags.
PM Modi too tweeted in support of Fever FM’s Bharat Positive initiative. He said ‘I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission.’
I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission! @FeverFMOfficial
— Narendra Modi (@narendramodi) September 12, 2019
Talking about the initiative, Harshad Jain, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd., said, “We are extremely grateful to our honourable Prime Minister for his encouragement and appreciation of our latest Bharat Positive campaign, and assure him of our unending support. This encouragement gives us motivation to continue our work with greater zeal to bring about a positive change in the country. We are committed, with our latest campaign against single use plastic, to drive the citizens towards a plastic free India. Bharat Positive is a Fever Voice of Change (FVOC) initiative, the biggest CSR in the history or radio.”
Gautam Gambhir, cricketer, MP and face of Bharat Positive initiative, said, “Credit to team Fever and the listeners of the radio station. PM sir noticing the campaign is no mean feat, it just gives a shot in the arm. Of course when Mr Modi talks, the world listens. There’s substance in his thoughts and him putting the weight behind ‘Plastic Se Breakup’ campaign will only galvanise the whole movement. The fact that his following cuts across age groups is another huge plus. Through PM’s support, the youth, the mid-aged and the elderly, everyone will know about this campaign.”
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RED FM's ‘Pride Ki Side’ campaign highlights LGBTQIA + issues
To celebrate the first anniversary of repealing of Section 377, the initiative will provide a platform to share stories and highlight challenges faced by the community
93.5 RED FM has launched a brand-new initiative – ‘Pride Ki Side’ to celebrate the first anniversary of repealing of Section 377. The initiative will provide a platform to share stories and highlight the various challenges faced by LGBTQIA+. The concept of this campaign majorly aims at educating the masses about the pride community.
RED FM has joined hands with Naz Foundation and Breaking Barriers – a project by students of Tagore International School, Vasant Vihar, Delhi, to sensitise the society at the grass root level.
RED FM is targeting the children at a young age so that they become compassionate and kinder towards LGBTQIA+ children.
To support this belief, various workshops are being conducted in schools to provide a safe and respectful learning environment for everyone. Trained and certified counsellors accompanied by RED FM’s team and RJs are conducting the workshops.
Speaking about this campaign, Nisha Narayanan, COO and Director, RED FM and Magic FM, said, “Looking at the status of LGBTQIA+ community in India, it is high-time we start educating the people about them. Everyone should have the right to openly appreciate and practice who they are and love who they want. At RED FM, we believe in supporting this movement through our humble initiative ‘Pride Ki Side’. We want to raise awareness in the public about the challenges faced by them. We hope more people will come forward, share stories and help empower each other. Our vision is to create an inclusive environment and encourage our audience to adopt a progressive and compassionate outlook towards the LGBTQIA+ community.”
Commenting on the association, Anjali Gopalan, Founder and Executive Director, The Naz Foundation Trust said, “I am so happy that RED FM has taken this step to highlight LGBTQIA + issues. The Naz Foundation (India) Trust is proud to be part of this journey.”
To ensure maximum outreach, RED FM has also introduced a daily special morning show on their radio channel with a counsellor. This engaging and interactive format of the show will address queries and problems of the community who face bullying, hatred and discrimination at institutes or workplace.
Besides this, RED FM has also invited a well-known LGBTQIA+ influencer at their studio who will share stories of courage in dealing with cyber trolls, verbal harassment, and how they moved-ahead and dealt with such situations.
The campaign, which began September 4, runs till September 13.
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Dia Mirza supports BIG FM’s green Ganesha initiative
To spread awareness about using eco-friendly Ganesha idols, BIG FM held a two-week-long contest and 15 winners were felicitated with a Tree Ganesha by Mirza
For the 12 th year in a row, BIG FM has brought to light the importance of celebrating festivities in an eco-friendly way through Ramky’s BIG Green Ganesha.
The initiative promotes the use of eco-friendly Ganesha idols and its celebration with minimum environmental damage. RJ Rani, the face of Ramky’s BIG Green Ganesha initiative, hosted the event, which was graced by actress Dia Mirza, Sujiv Nair from Ramky Enviro Engineers Ltd and Ram Kharpuriya, Director - Greenland Farms.
15 lucky contest-winning listeners were felicitated with a Tree Ganesha by Mirza, at the BIG FM office.
To spread awareness about using eco-friendly Ganesh idols, a two-week-long contest was held and it resulted in widespread response from listeners across Mumbai. BIG FM Mumbai associated with Tree Ganesha as they create eco-friendly idols which are made of natural soil and also melts completely after immersion in water bodies as compared to non-biodegradable options that create pollution.
Commenting on the initiative, a BIG FM spokesperson stated, “BIG FM has always tried to bring about a positive change in society. BIG Green Ganesha has been our on-going initiative for the past twelve years which is amplified through on-air and digital channels. We at BIG FM believe in ‘Change starts with you’ and through this campaign tried to raise awareness on the environment pollution created with non-biodegradable idols. The campaign has been very successful till date and we are happy and proud that we as a medium can offer our listeners entertainment with purpose.”
Nair, Chief Human Resources Officer of Ramky Enviro Engineers Ltd, commented, “The Green Ganesha initiative is our contribution to the environment. Being in the space where we closely experience the hazards that affect the environment, we are trying to make Green Ganesha an awareness campaign and save the environment from the use of harmful products. Through this we urge the people to acknowledge an environment-friendly celebration by adopting the use of eco-friendly products.”
Mirza added, “I am very happy to be here. Moreover, I am extremely grateful to BIG FM for this campaign that has been raising awareness over the last 12 years. For the past few years, I have been associating with beach clean ups post the Ganpati Visarjan and it’s very disheartening to see the remains of the idols washed back ashore. Three years ago, Dattadri (Kothur of Tree Ganesha) and I made one of these tree Ganeshas together and it was a beautiful feeling. The happiness you feel while doing something for the better good just elates you to a whole new level. I urge more people to opt for eco friendlier methods, for not just their Ganpati celebrations, but in their day-to-day activities as well.”
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Radio Adex: Ad volume sees 8% decrease in indexed growth in Q2 2019
Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019
The recent Radio Adex report for ad volumes in the medium for the first and second quarter of 2019 shows 8 per cent decrease in indexed growth.
In the first quarter (Jan-March), the service sector had 31 per cent share which came down to 26 per cent in the second quarter (April-June). The retail sector saw increased share in the second quarter. From 8 per cent in the first quarter, the ad volumes from the retail sector increased to 11 per cent. This was the time when IPL, General Elections and World Cup were ruling the roost.
Interestingly, Banking/Finance/Investment sector which was one of the top advertising categories in the first quarter with 12 per cent share, doesn’t find a place in the top five super categories in the second quarter. Education makes an entry in the top five list for Q2 with 10 per cent share. Auto jumped from 8 per cent to 10 per cent, while food beverages declined from 10 per cent to 9 per cent.
If we consider the ad volume in Radio for the first half of 2019 vs the first half of 2018, the indexed growth saw a decline by 9 per cent. Services continue to take the maximum share. In 2018, it was 30 per cent share while in 2019, it is 29 per cent share. Retail, Food & Beverages, Banking, Finance and Investment saw similar shares this year as was in 2018. Auto moved from 8 per cent in 2018 to 9 per cent this year.
Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019. Google Pay takes the next spot this year as compared to Amazon.in in 2018. Google, Cars24, Yahoo Cricket were the other brands which were a part of the top 5 brands in the first half of 2018. This year, Cars24 remained constant while there has been an addition of Hotstar and Phonepe in the list.
In the retail sector, except for Home Centre (Koz), all the brands that advertised on Radio in the first half of 2018 are missing from the top 5 brands list of 2019. While last year there were Great Eastern Trading, Central (Pantaloons), Max Retail, and South India Shopping Mall, in 2019, they are replaced by Alishan, Reliance Trends, The Chennai Silks and Lifestyle. In the Food and Beverages category, the Pan Masala brands continue to make a mark.
The cars category has jumped from 5 per cent to 7 per cent shares on radio, when compared to the first half of 2018 vs the first half of 2019. Properties/Real Estates have the maximum share of 8 per cent in 2019 compared to 9 per cent in 2018.
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FM Tadka goes for makeover with ‘Apni Suno’ campaign
Apart from the new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change
Three months ago, management at the Patrika group decided to go for a makeover of FM Tadka. And just two weeks back, the revamp exercise reached a climax at film studios in Jaipur with RJs all across the country practicing steps for the new jingle video having both an aspirational and inspirational feel to it.
The radio network, spanning six states and 18 cities, started its teaser campaign on August 1 with a mascot named Mr. Mannki who ignited people's minds on the new message hidden in its pose which became quite a hit amongst listeners.
The campaign garnered praise from celebrities across the spectrum. Singers Sukhwinder Singh, Hariharan, Tochi Raina, Aastha Gill, and Hindi film industry stars like Tusshar Kapoor, Mallika Shehrawat, Urvashi Rautela, Sonali Kulkarni, director Nitish Tiwari, Super 30 founder Anand Kumar, comedians Shekhar Suman, Sunil Pal, Raju Shrivastav and sports stars appreciated the concept when it was shared with them during their visits to FM Tadka. The campaign, Apni Suno, talks about making a transformation in life.
“As a country, we have always followed Gandhi ji’s three monkeys, but now the fourth monkey Mr Mannki came with a message- to bring a positive change in your life and to the destiny of the country- Apni Suno. This network philosophy was aptly revealed on Independence Day,” the network said in a statement.
“From students as environment crusaders, young innovators to reality stars from smaller cities- there are many examples of people listening to themselves and carving a new life for themselves. It is this clarion call that FM Tadka is bringing to its listeners and propagating through roadshows, cinema, mall tie ups and artists across the country,” the statement read.
Gaurav S Karrir, the National Programming Head, further reveals, “The prospect of a product change around was quite exciting. We took innovative ways like making Mr Mannki our mascot, mask inserts in newspapers, celeb led Apni Suno life changing stories and using Patrika power in digital, outdoor, print and tv to make people notice the new message of Apni Suno”.
Saurabh Bhandari, National Head Marketing, Patrika Group, who has seen the radio product evolve over the years, applauded team Tadka and shared his vision, saying, “We at Patrika Group always believe to bring change in people’s life. Our endeavour FM Tadka's ‘apni suno’ positioning is yet another step in same direction, there has been a deep study and long research behind this, we are confident listeners and our trade partners will continue their love n support to FM Tadka.”
Apart from a new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change. Shades of blue pointing at freedom of expression. The core TG now is 16-30 with music starting from 2008 and the playlist focused on melody. FM Tadka's flagship Jaipur station now has a new team of RJs making the entire station live with focus on social impact plus technology and sports segments.
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