...goes jingle jingle all the way!
Rang
barse, barse barse, rang barse..., Sabka thanda ek, Kuch meetha ho jaye, these are some of the jingles that radio listeners across the country tune into every day or every hour these days. They sound familiar... Yes, for they are the radio adaptations of popular TV commercials of Reliance phones, Coca-Cola and Cadbury, respectively. Just over two years back, radio was an unattractive category in the country. Cut to 2007 and the radio FM wave is spreading far and wide.
According to a report by PwC, the medium is growing at a CAGR of 28% and the Rs.5 billion industry is expected to touch Rs.17 billion by 2011. Tarun Katial, CEO of BIG 92.7 FM is helpful with more figures, “Radio had a share of approximately 3% in 2006, up from 2.4% in 2005 and is expected to go up to 5% by 2008-09”.
Ever since things for radio started looking up in the country, small and medium sized organisations, real estate companies, Bollywood movies, et al have lapped it up. However, the presence of MNCs on the medium was scarce. But, that’s only till now! While corporates like Unilever, Marico are among the firsts, giants like Coca-Cola, Cadbury, HLL (Lux) are also queuing up to tap its potential.
While the reigning trend is to slightly modify the existing ads to suit the medium (as it’s the cheapest and the best), products like Marico’s Saffola, Hutch and lately Cadbury have already pressed the innovation button to cut through the growing clutter on the channels. Anand Chakravarthy, National Marketing Head, BIG 92.7 FM refers to BIG FM’s work for the Premier Hockey League where their jocks acted as ambassadors for various teams.
While the future surely looks bright, there are also major challenges facing it. While, marketers are falling over each other to tap stations in metros and mini metros, channels in smaller cities are still scouting for advertisers. Considering that advertising revenues are the only source of revenue, such stations are finding themselves on a sticky wicket. “Another challenge that the industry faces is that many products do not know how to use this medium. Moreover, even advertising agencies don’t have specialists to deal with it yet,” says Josy Paul, National Creative Director, JWT.
Till then, enjoy the jingle filled airways. Even as we make this statement, a few more of them would have been added!
For Complete IIPM Article, Click on IIPM Article
Rang
barse, barse barse, rang barse..., Sabka thanda ek, Kuch meetha ho jaye, these are some of the jingles that radio listeners across the country tune into every day or every hour these days. They sound familiar... Yes, for they are the radio adaptations of popular TV commercials of Reliance phones, Coca-Cola and Cadbury, respectively. Just over two years back, radio was an unattractive category in the country. Cut to 2007 and the radio FM wave is spreading far and wide.According to a report by PwC, the medium is growing at a CAGR of 28% and the Rs.5 billion industry is expected to touch Rs.17 billion by 2011. Tarun Katial, CEO of BIG 92.7 FM is helpful with more figures, “Radio had a share of approximately 3% in 2006, up from 2.4% in 2005 and is expected to go up to 5% by 2008-09”.
Ever since things for radio started looking up in the country, small and medium sized organisations, real estate companies, Bollywood movies, et al have lapped it up. However, the presence of MNCs on the medium was scarce. But, that’s only till now! While corporates like Unilever, Marico are among the firsts, giants like Coca-Cola, Cadbury, HLL (Lux) are also queuing up to tap its potential.
While the reigning trend is to slightly modify the existing ads to suit the medium (as it’s the cheapest and the best), products like Marico’s Saffola, Hutch and lately Cadbury have already pressed the innovation button to cut through the growing clutter on the channels. Anand Chakravarthy, National Marketing Head, BIG 92.7 FM refers to BIG FM’s work for the Premier Hockey League where their jocks acted as ambassadors for various teams.
While the future surely looks bright, there are also major challenges facing it. While, marketers are falling over each other to tap stations in metros and mini metros, channels in smaller cities are still scouting for advertisers. Considering that advertising revenues are the only source of revenue, such stations are finding themselves on a sticky wicket. “Another challenge that the industry faces is that many products do not know how to use this medium. Moreover, even advertising agencies don’t have specialists to deal with it yet,” says Josy Paul, National Creative Director, JWT.
Till then, enjoy the jingle filled airways. Even as we make this statement, a few more of them would have been added!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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