MxMIndia

Author: mxmadmin

  • Realising the extensive scope that the discipline of marketing research could offer to its patrons in India, decade-old full service market research company Majestic MRSS has announced its foray into the country recently.

    Market research firm Majestic MRSS opens shop in India

    By A Correspondent

     

    Realising the extensive scope that the discipline of marketing research could offer to its patrons in India, decade-old full service market research company Majestic MRSS has announced its foray into the country recently. The new venture seeks to capitalize on technologies around insights developed by Majestic MRSS and its partners in the US, Europe and Japan.

     

    In India, the venture will be headed by Sarang Panchal who comes in as Chief Mentor and Principal advisor. Mr Panchal has more than two decades of experience in Market Research and has worked in P&G prior to his career with D&B, VNU and Nielsen.

     

    On his responsibilities at the company, Mr Panchal said, “My primary role here would be to mentor the leadership team that we are putting in place. My extensive experience that I have gained in the field of research marketing would enable me to guide marketers on what will work for them and what to avoid. We expect the full team to be in place by the end of the month.”

     

    Outlining the objectives of the company, Mr Panchal said “Our aim at MRSS in India would be to further leverage the use of technology to offer better and customized services. We will continue adding more innovative and strategic technologies as we become one of the leading players in India. We are pioneers in getting technology in the Asia-Pacific region, and are now ready to introduce them to India.”

     

    Raj Sharma, Co-founder and President of Majestic MRSS said, “We believe Mr Panchal’s extensive knowledge around research, associations and active presence in the industry will bring instant recognition to MRSS India as a brand with global technological leadership and hyper-local understanding.”

     

    When asked on how MRSS would differentiate from the other players in the space, Mr Panchal said, “We have leveraged technology in the field of market research in the areas of data collection and advertising / media research. Moreover we are ‘known’ for our high quality work in researching upscale and ‘difficult to contact’ target groups. This is what sets us apart.”

     

    Adding further he said, “Currently MR agencies are considered to be data suppliers. We hope to change this perception and become partners of clients and enable them to grow their business in India and Asia Pacific. The industry may not change in perception unless larger players begin to offer truly-world class research in marketing and that is what we would excel to provide.”

     

    Going forward, the goal for the company would be “to become the largest independent MR agency by the end of the decade,” affirmed Mr Panchal. Given the huge void of players in the space, it isn’t an impossible proposition, he feels.

     

  • The objective of starting Radiowalla was to serve the special interest groups and communities with the content they would like to listen to and willing to pay, says Anil Srivatsa.

    Venturenet Partners to launch Radiowalla in April

    By A Correspondent

     

    Venturenet Partners Private Ltd, a Bengaluru-based internet radio company plans to launch a premium model internet audio service, Radiowalla by April 2012.

     

    Venturenet has already launched Spot Radio, a b2b digital in-store radio entertainment network in August 2011. The internet radio company has already announced that it has raised series A funding from Ojas Ventures Partners (OJAS) which will enable it to further expand the services and features of its retail audio solution – Spot Radio and it’s b2c radio service – Radiowalla.

     

    In addition to this, it is also learnt that after having out-performed its business goals, Venturenet will scout new investors for the next round of funding.

     

    In conversation with MxMIndia, Mr Anil Srivatsa, Co-Founder and CEO, Radiowalla explained that the objective of starting Radiowalla was to provide radio with its due of choices and to serve the special interest groups and communities with the content they would like to listen to and willing to pay. “We are trying to be in all languages and genres, including motivations, philosophy and other non music content… It is like an audio mall – one place for everything,” he added.

     

    Launched in August 2011, Spot Radio is said to have already partnered with 20 national retail chains, with over 2000 sites nationwide and is targeted to grow to a record 10,000 sites by the end of the year.

     

    Currently, Venturenet has around twenty brands in its client list ranging from lifestyle brands to hypermarket brands to food and beverage brands to name a few. According to Mr Srivatsa, Venturenet Partners is currently in an investment mode and hence he is not thinking about break-even plans.

     

    However he believes the sites – Spot Radio and Radiowalla – will sustain break-even very soon, though not for the next 18 to 20 months.

     

    On his vision for the year 2012, Mr Srivatsa said: “My vision for the coming year is to launch a life changing audio platform that will change the way people will consume audio content. Therefore we are trying to leap frog into raising and meeting the expectations of our consumer base.”

     

    The team size of theBangalorebased Venturenet Partners is currently around 12 – 13 and growing. The marketing plans, for now, are limited to viral but will later spread to the traditional and digital media.

     

    Mr Anil Srivatsa has been a veteran of the media field since the past 20 years. He had launched a radio show called ‘Anil Ki Awaaz’, inNew Jersey,USAand ‘between the sheets’ inIndia. He also launched an internet radio channel for Asian Americans. Prior to launching Venturenet Partners, Mr Srivatsa was the CEO of Kings XI Punjab and before that he was the COO Radio Today Broadcasting (Meow 104.8 FM).

     

  • Nisha Narayanan holds fort at Red FM as Rana Barua quits as COO, mulling entrepreneurship

    Nisha Narayanan holds fort @ Red FM as Rana Barua quits

    By A Correspondent

    Senior vice-president projects and programming Nisha Narayanan is learnt to have assumed charge at Red FM as COO Rana Barua is moving on (as reported by MxMIndia yesterday). Though both Mr Barua and the company spokesperson were unavailable for comment, MxMIndia learns that he has put in his papers and amongst other things is mulling turning an entrepreneur.

     

    According to sources, it’s business as usual at the leading FM station with Ms Narayanan, an old Red FM (and Sun FM) hand, managing affairs of the company at least temporarily. Mr Barua is reported to be on leave and serving notice.

     

    Prior to joining Red FM, Mr Barua was EVP – Programming & Marketing at Radio City. Before he moved over to radio, he was VP and Head – Mumbai at Bates. And earlier: Client Services Director at Rediffusion DY&R, Account Director at McCann, Senior Account Exec at Ogilvy & Mather and an Account Exec at JWT.

     

    with Robin Thomas

  • FM radio network Radio One is likely to go 24×7 English for in Mumbai and Delhi stations

    Radio One likely to turn English in Mumbai & Delhi

    By Robin Thomas

     

    FM radio network Radio One is likely to go English for its Mumbai and Delhi stations, MxMIndia has learnt from industry sources. This shift is likely to take place next month or early February 2012. MxMIndia did not receive any official confirmation from Radio One at the time of writing this, though industry sources have confirmed the development. Radio One, a joint venture between Next Mediaworks Ltd and BBC worldwide, operates in seven cities – Mumbai, Delhi, Kolkata, Chennai, Bengaluru, Pune and Ahmedabad.

     

    An English FM radio station in Mumbai and Delhi may add a fair deal of differentiation in music, but what remains to be seen is how advertiser-friendly it will be, given that listenership levels are lower than those playing just Hindi music.

     

    MxMIndia spoke to few industry players on whether Mumbai and Delhi markets will open up to an English FM station. One of them was of the view that an English FM station in Mumbai in particular will create a much needed differentiation in terms of music. There is a market for English audience, but it may take some time to get established, what remains to be seen is how the advertisers will react to this change. Another industry observer was of the view that while there is a market for English music listenership in both Mumbai and Delhi, it could still be challenging for the FM station in terms of revenue generation, as the audience size is small.

     

    On the other hand, Sunil Kumar, MD, Big River Radio feels the fact that there are audiences willing to pay a huge sum for rock concerts, the number of English newspapers, the popularity of serials such as Friends, are sure indications that there is a market for an English FM station. “There is a market for English music listeners, these are the people who have an international or global outlook, they travel abroad and are well attuned to English music. An English FM radio station will bring an additional audience to radio – that is, those who do not listen to radio. Just look at the number of English movie channels, English GECs, news channels, they are doing extremely well. Therefore, for a premium channel you don’t need a large audience but, you can charge huge premium for the audience they deliver to, which is often people in the higher socio-economic group,” he said.

     

    It may be recalled that when Fever FM was launched in Mumbai, it initially aired both Hindi and English songs after which they had to completely switch to Hindi. Radio One too has experimented for long with its English format in its earlier avatar of Go92.5 and Radio Mid-day. Market pressures and the desire to catch up with the more mass Bollywood hit music format got it to go completely in Hindi. Hit FM is the only 24×7 English FM station in Delhi, while Mumbai currently has no fulltime English FM station. The other 24×7 English FM stations in the country are Radio Indigo in Bangalore and Chennai Live in Chennai. All India Radio’s FM Rainbow station also plays English music.

     

  • Rana Barua quits Red FM, may start own venture

    By Robin Thomas

    Red FM COO Rana Barua is moving on. MxMIndia learns that he has put in his papers and amongst other things is mulling starting out on his own. Mr Barua and the Red FM spokesperson were not available for comment.

    Prior to joining Red FM, he was EVP – Programming & Marketing at Radio City. Before he moved over to radio, he was VP and Head – Mumbai at Bates. And earlier: Client Services Director at Rediffusion DY&R, Account Director at McCann, Senior Account Exec at Ogilvy & Mather and Account Exec at JWT.

  • When a reputed journalist writes a book, you can be assured of authenticity of material, and particularly so in Meenal's case, I have known her to be a journalist of high integrity

    Anil Thakraney: Death in Mumbai, an excellent first effort

    By Anil Thakraney

     

    Just finished reading Meenal Baghel’s ‘Death in Mumbai’. And must say, I thoroughly enjoyed the book. Apart from the fascinating subject itself… the sensational murder of television executive Neeraj Grover and the subsequent nefarious deeds by the killer and his partner, model/actress Maria Susairaj… what interested me is that the author is a journalist and former colleague.

     

    When a reputed journalist writes a book, you can be assured of authenticity of material, and particularly so in Meenal’s case, I have known her to be a journalist of high integrity.

     

    I must say the writing is sharp and the style captivating. You simply cannot put the book down. What the author has been able to do very effectively is to bring out the motivations and compulsions of the three participants in the sordid drama. After reading the book, one has a clearer idea of what drove the three to that extremely lethal point, from where there was no possibility of return to innocence.

     

    And Meenal’s done her research, she’s done the leg work, she’s journeyed into their past and studied their behavioural patterns over a period of time.

     

    The section I most enjoyed reading is where the author paints a colourful picture of the very showy and the very wannabe Oshiwara area of Mumbai. The desperation to make it into the showbiz, and the sexual price many young people have to pay in the process. The most hilarious chapter is on the TV queen Ekta Kapoor and her mother, some recounts of the two leave you in splits, the tragedy notwithstanding.

     

    All in all, a great first effort from Meenal. The only disappointment (for me) was not being able to get a clear point of view from the main accused, the navy officer Emile Jerome. Since he was the man who executed the heinous crime, his voice is key to the story. I suppose the author would have found access to the man extremely difficult, and therefore one can’t really blame her.

     

    * * *

     

    PS: Must read: Facebook has announced a $5 billion initial public offering. And here’s what Mark Zuckerberg says to investors. His long message gives you an idea of how razor sharp and cunning the man is when it comes to capitalizing on human interaction in the virtual world.

     

    Link: http://www.wired.com/epicenter/2012/02/zuck-letter/

     

     

  • Prashant Panday tells MxMIndia that the IRS data may be flawed, and why the UAE loves Radio Mirchi's RJs.

    [MxM Radio] Prashant Panday on Mirchi in A’Dhabi, what’s wrong in Delhi & how radio ads aren’t rip-offs from TV

    By Robin Thomas

     

    Prashant Panday has been with Radio Mirchi right from its inception. He has several achievements to his credits including the phase II roll-out of the company radio stations, and now expanding the FM station to the UAE in association with the Abu Dhabi Media Company. Radio Mirchi is available in 32 markets across India and boasts of commanding a market share of 42 per cent in terms of revenue. Radio Mirchi is a listed radio company and claims to lead in listenership in 25 markets out of the 32 markets.

     

    In conversation with MxMIndia, Mr Panday, who is Executive Director and CEO, Entertainment Network (India) Ltd (ENIL), spoke at length about Radio Mirchi’s foray into the UAE. He also shared his views on why FM listenership is on the decline and why he disagrees with the RAM numbers.

     

    Q: How would you rate the year 2011 for Radio Mirchi? Are you satisfied with the growth numbers that have been thrown up?

    No one can say that 2011 was a great year! The first quarter (Jan-March 2011) was of course fantastic, but the next three quarters (April – December) have been very muted for most media companies. For Mirchi, we had a terrific first quarter, decent 2nd and 3rd quarters and a not-too-exciting 4th quarter!

     

    Q: You have recently moved into the UAE – what are the listenership trends in the market there?

    The UAE is an extremely important country from an Indian radio station’s perspective. It’s very rich, and its people are much sought after by advertisers. It’s a heterogeneous mix, with many people from South India, UP/Bihar and of course, all over India. Most of the radio listenership in the UAE is in cars. Since many people travel between Abu Dhabi and Dubai on a regular basis, there are long drive times and long radio listenership hours. Our research and our initial response data indicates that Mirchi is a much sought after brand in the UAE.

     

    Q: Can you throw some more light on the proposed UAE venture – content, RJ mix, language of songs, etc?

    Our associate in the UAE is a well-respected and large media group, whose business includes TV broadcast, newspapers and radio stations. Radio Mirchi in the UAE is similar to Radio Mirchi in Delhi or Mumbai or any of the other Hindi markets. We are largely a contemporary Hindi music station, with a show dedicated to 1990s music in the afternoon and one dedicated to retro music (1960s-80s) in the night just as in India. The RJs are brilliant! They are from India but they are smart enough to adjust to a new country. In any case we want to create a nostalgic feel about being back home in India, and hence we chose India-based RJs to be the voice of Mirchi in the UAE.

     

    Q: What does the launch of an international FM station mean for Radio Mirchi? Is the business model going to be advertising-led or otherwise?

    The business model will vary from country to country depending on the regulations of the country; the opportunity there; and the timing. In the UAE, we have a brand licensing agreement with the Abu Dhabi Media Company (ADMC). We provide all programming insights as well as proprietary Mirchi content (not music). We also provide guidance in revenue generation, in which we are particularly good. I cannot share details of the financial agreement with ADM – suffice it to say that it is a win-win deal for both ENIL and ADMC.

     

    Q: Mirchi had no competition in Delhi for a long time, but now the competition has become tough. What went wrong? Did the programming strategies backfire? Because everything seemed to have gone well until there were few changes in programming…

    Nothing has gone wrong. The RAM research in Delhi (alone) is flawed. In reality, Fever is the #4 or #5 station in that market. Just check IRS and you will know what I mean. The RAM fieldwork in Delhi has probably been compromised. Not only IRS, we have at least three other research data points – all of which show that Fever is a #4 or #5 brand. We normally do not question any research data – but in the case of Delhi, the error is humongous. Mirchi is by far the leader in Delhi followed by Radio City, Red FM and Big FM. Fever is not even 40 percent of Mirchi in Delhi by IRS.

     

    Q: IRS results too for a while have been highlighting a decline in listenership. Do you agree? What reasons do you attribute to this decline?

    Well, there are two factors here. One is that there has been no growth in the number of radio stations for 4-5 years now while in the same time, there has been a surge in the number of TV channels and newspaper editions. So radio is losing out competitively against these two mediums. Secondly, I do feel that IRS may be perhaps under-reporting the reach of all the radio stations. At least, that’s what a comparison of RAM and IRS indicates. While RAM indicates that there are 1.4 crore-odd listeners in Delhi, IRS indicates a figure around 30 percent of this. How can this happen?

     

    Q: Does FM radio lack good creatives or radio commercials? Most of them we hear are a rip-off from television… Do you agree?

    This is absolutely wrong. These days, radio creatives are part of a larger campaign plan. Hence all creatives – radio, TV, print – reflect the same basic theme. You may think they are similar because you start with TV and then say radio sounds similar. If you started with radio, you would find TV ads to be a copy! In reality, radio is now integrated into the overall creatives and hence each medium builds uniquely on the same theme.

     

    Q: On a lighter note, what is a typical day like for Mr Prashant Panday, Executive Director and CEO, Entertainment Network (India) Limited?

    Making sure my team works really really hard and I spend time writing my blog, or sampling new music, or running in the gym or watching a film or sampling good food at new restaurants or answering queries from inquisitive journos like you!

     

  • Celebrity chef Sanjeev Kapoor speaks about Food Food,India’s first Hindi 24-hour food lifestyle channel which has recently completed one year

    ‘Food Food is a lifestyle channel themed around food’

    FoodFood,India’s first Hindi 24-hour food lifestyle channel, launched by celebrity chef Sanjeev Kapoor in association with Malaysian based company – Astro, has completed a year.

     

    The channel caters to food lovers inIndiain the SEC A B, Metros and mini metros market.  Company officials state that the channel has produced an average rating of 11 GRPs in the year gone by, and promises to cover a lot of ground this year.

     

    At the time of launch – January 2011- the food lifestyle channel had got Madhuri Dixit on board as the life ambassador. While the central programming is centred on food, special attention has been paid on bringing the lifestyle elements too in the shows. Shows like   Ladies First, Firangi Tadka, Mummy Ka Magic, Sanjeev Kapoor’s Kitchen, Turban Tadka, Secret Recipe, Tea Time with Rakesh Sethi, and Food Food Maha Challenge are some of the shows aired on the channel.

     

    The channel is available on both analog as well as digital platforms panIndia. Outside ofIndia, it is currently being telecast in theMiddle East countries. It was brought to UAE by Etisalat, a telecom operator and TV service provider inMiddle East. The Middle East is an important market for a food channel, primarily becauseAbu DhabiandDubaiare popular destinations for expat Indians.

     

    “It has truly been a memorable year for all of us at Food Food. Going forward, we plan to enhance our presence across the world, appealing to the expat Indian population,”  says Sanjeev Kapoor, celebrity chef and one of the promoters of Food Food.

     

    The popular chef spoke to MxMIndia’s Rishi Vora on Food Food’s journey so far and the plans ahead. Excerpts:

     

    How has the journey been so far?

    The journey so far has been very good. In a sense, it has been like a dream because not many people believe that a 24-hour channel dedicated to food and lifestyle can work in this country. But the response has been fantastic. In terms of viewership, we are three to four times higher than the channels that have been around for years.

     

    Has the market for a food lifestyle channel evolved in the past one year?

    There was always a huge market to explore through food, which has remained marginalised for too long. The food gamut is endless and offers a huge opportunity for growth. Food covers a vast sphere, from travel to entertainment to culture and even kids. Almost every aspect of media lends itself to some aspect of food, be it game shows, travelogs, lifestyle features, talk shows, or even soaps.

     

    After the advent of satellite television in India, food and lifestyle shows did not grab much attention initially from advertisers. But things have undergone major changes now with the growing demand for food-related shows. Advertisers have started spending a substantial part of their budget on food and lifestyle shows.

     

    What particular time-band is considered to be prime time for the channel?

    At Food Food we defied the concept of prime time through research and market study. While other channels have their original programming in the evening, our channel has its original programming in the afternoon. This helped us catch the interest of our target audience.

     

    What is your core TG?  And do you find traction from small towns and cities?

    Food Food is a channel for the middle class Indians in urban towns and cities. The core audience is the average Indian belonging to SEC AB in metros, mini metros and the top towns.

     

    How big is the market for a dedicated food channel in India?

    Food, today, is not a mere consumable; it’s not just a hunger-driver. It is rapidly acquiring a lifestyle halo. As prosperity invades Indian households, food is coming out from the kitchens and well into our entire lives. Today food is not only being devoured, it is being relished; it is becoming integral to our lifestyle aspirations. In an introduction to one of her books, Nigella Lawson wrote: “the kitchen is not a place you escape from, but the place you escape to”. Indeed, food, today, has become experimental; it has gone cosmopolitan; it has discovered fusion.

     

    Being a 24-hour food channel, what are the challenges you face in the business?

    There are certain business challenges which will always be there. As a specialty channel with mass approach, we are a new category. Food Food is not only a food channel, it’s a lifestyle channel themed around food. Food on TV is no longer just about stand and stir cookery shows. The viewer has changed. He demands richer content, more innovative programming, even in the realm of food.

     

    In GRP terms, how well has the channel done?

    Our viewership is three times higher than some channels that have been around for years.

     

    How has been the response from advertisers?

    The food genre today is what news and GECs were a few years back. This speciality genre is not only a natural fit with consumers (given the love we Indians have for food), it also allows a high degree of interactivity and entertainment. Both of which the consumer seeks from the media. It took some time for the advertisers to understand the potential of food and food lifestyle platforms. But today, advertisers are more than willing to spend on this category.

     

    Distribution wise, what is the reach of the channel? Is the channel operational on all DTH platforms?

    The channel is available in both analog and digital formats. With 360 degrees of food available across multimedia platforms like TV, web, mobile, food is all set to become the new entertainment. Food Food is not just a food channel, we are here to provide Indian viewers their very own Khushi ki Recipe!

     

    How has been the growth of the channel revenue wise?

    This is a specialty genre and we have very unique programming. It would not be fair to gauge this genre with revenue. But looking at the response, I can surely say that our advertisers and viewers are very happy with us. So in that way we definitely see tremendous opportunity and growth in the future.

     

    How do you see the channel grow say in another year’s time?

    We have expanded beyond HSM markets such as Kolkata, South Indiaand so on. We’ve gone international.  We’re already available in Middle East. This year, we also plan to expand further internationally. Keeping alive our promise of 360 degree entertainment, we will continue to offer exciting repertoire of food-related products to keep the family entertained and engrossed.

     

  • Other brands tying up for the song include luxury carmaker Audi, mobile service provider Aircel and Chennai-based consumer durables retailer Vasant & Co

    How Cool-averi! Emami places brand in ‘Kolaveri Di’ song

    By Rajiv Singh

     

    Now, it’s Emami’s turn to sing “Why this Kolaveri Di”. The Kolkata-based FMCG maker’s Himani Navratna hair oil will have its place in front of the camera when the viral hit song is shown in Tamil film ‘3’, stated CEO Mr Krishna Mohan.

     

    Dhanush, actor and producer of the movie and lyricist-singer for the song, confirmed that a number of national and local brands have tied up for product placement during the song sequence. “Yes, brands have tied up for in-song placement, but I can’t disclose the details,” he told ET.

     

    A person familiar with the development said other brands tying up for the song include luxury carmaker Audi, mobile service provider Aircel and Chennai-based consumer durables retailer Vasant & Co.

     

    ‘Kolaveri Di’ has become a national rage with more than 42 million hits on YouTube, over 2.5 million ringtone downloads and 3.5 million video downloads since its digital release on November 16 last year.

     

    For Emami, it will be the first product placement in a Tamil movie. The maker of Zandu Balm pain reliever rub and BoroPlus anti-septic cream has had its brands present in some Bollywood super hits songs such as “Munni Badnaam Hui”.

     

    “The tie-up will give extra mileage to Emami products (in the south Indian market),” said Mr Mohan, adding that Navratna oil with its tagline ‘ Thanda thanda cool cool’ makes a perfect connect with the song. “From Kolaveri di to coolaveri di,” he added.

     

    Navratna Oil, an Rs 450-crore brand that is already endorsed by top South Indian actors such as Suriya, Junior NTR, Chiranjeevi and Mahesh Babu, has more than 65 per cent share of the Indian cooling hair oil market, estimated at close to Rs 700 crore. While Emami dominates the cooling hair oil category in Tamil Nadu and Andhra Pradesh, its volume share in the overall hair oil segment in the two states are 14 per cent and 18 per cent, respectively.

     

    BEACH SONG, STREET SONG

    Arun Pradheep, CEO-director of Brand Workx, an experiential marketing firm that helped Emami seal the deal for “Kolaveri Di”, said that the song was recently filmed in a set made to replicate the crowded shopping street of Chennai’s Marina beach.

     

    “The sequence is such that the hero, played by Dhanush, does a choreographed step in front of the Emami stall while we show a lot of consumers buying Navratna oil,” says Pradheep. He said the placement was planned according to the lyrics and the mood (hero’s heartbreak for heroine, played by Shruti Hassan).

     

    Association with top Bollywood actors and product placement in songs and movies has been Emami’s hallmark marketing strategy for years.

    While ‘Munni Badnaam Hui’ helped push Zandu Balm sales in 2010, Emami funded the entire cost of a Bhojpuri film song last year which had a mention of Himani Navratna Extra Thanda hair oil.

     

    Pritie S Jadhav, chief operating officer of P9 Integrated, the in-film marketing agency of Percept Group, said brands use films as a medium to gain higher return on investment as compared to conventional advertising.

     

    The lubricant brand Mobil was displayed prominently in the Kishore Kumar-starrer chartbuster “Ek ladki bheegi bhaagi si” from Chalti Ka Naam Gaadi movie in 1965; yellow Rajdoot motorcycle became famous when lover boy Rishi Kapoor rode it in 1973 superhit Bobby.

     

    Jadhav, however, warns that this strategy will benefit a brand only if it is seamlessly integrated with the script. “Otherwise the work will look forced and jarred.”

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • As we completed five months of existence yesterday, we stepped back to our commitment of Day 1: cover media like no one else in the business. At MxMIndia, we are committed to support the 'underdogs' amongst the various media segments. So: journalism came first. Then PR and now Radio.

    Hello and Welcome to MxM Radio!

    Hello and Welcome to MxMIndia’s exclusive ‘channel’ for Radio… FM, All India Radio, Community Radio, Internet Radio and whatever else is happening in the world of radio in India.

     

    There have been various attempts to cover radio, but not being the most fashionable of media segments, it’s largely neglected. The reason is perhaps that there isn’t enough money backing the business.

     

    As we completed five months of existence yesterday, we stepped back to our commitment of Day 1: cover media like no one else in the business. At MxMIndia, we are committed to support the ‘underdogs’ amongst the various media segments. So: journalism came first. Then PR and now Radio.

     

    With Phase 3 set to take off soon and a maturing of minds – from amongst listeners and the players, we expect a lot of activity in radioland. MxMIndia has a dedicate resource to bring you a ringside view. Senior Correspondent Robin Thomas painstakingly covers radio like few others in the trade.

     

    We do not hesitate to ask the tough questions and cover issues that some may find uncomfortable. For instance, should RJ mentions be considered as paid content.

     

    So, behenon aur bhaioan, stay tuned in to MxM Radio. And do let us have your feedback.

     

    Email Robin who is coordinating the channel. He can be reached at robint [at]mxmindia.com. And feel free to call any of us in the MxM team.

     

    Cheers!

     

    Pradyuman Maheshwari

    Email: pradyumanm[at]mxmindia.com,

    BBM: 23050B5D

    Gtalk: pradyumanm[at]gmail.com,

    Twitter: @pmahesh

    Telephone: 98338 76278.

     

  • After a multi-agency pitch, CarTrade.com has decided to partner with Salt Brand Solutions; the account size is pegged to be between Rs6-8 crore

    CarTrade to take a creative ride with Salt Brand Solutions

    By Shubhangi Mehta

     

    Salt Brand Solutions have registered their first win of the year by walking away with the creative business of CarTrade.com. Agency sources close to the development have confirmed the news to MxMIndia.

     

    The win is a result of a multi-agency pitch. There wasn’t any incumbent on the account. The account size of the same is estimated to be Rs6-8 crore.

     

    CarTrade.com was launched in October 2006 by Akshay Shankar and Nick Silderhuis. The website was founded to provide more transparency to the Indian car and bike market, so that vehicle buyers and sellers are able to close better and more informed deals, in a more efficient way.

     

    CarTrade.com isIndia’s largest online vehicle market, where buyers and sellers of used and new vehicles can meet and deal. It caters to buyers and sellers of new cars, used cars, new bikes and used bikes. It is a comprehensive vehicle platform, offering finance, insurance and other such services, too. In 2009, CarTrade.com was acquired by MotorExchange.in, a solution for business buyers and sellers of vehicles.

     

    Salt Brand Solutions is an agency, founded by Mahesh Chauhan and Minakshi Achan, advertising stalwarts, that offers holistic brand solutions.

     

  • MxM Radio launches with a discussion on whether radio is still considered too 'common' a medium for 'uncommon' luxury brands

    Is radio not good enough for premium brands?

     

    By Robin Thomas

     

    Over the years, growth of Radio as a medium has been restricted, thanks to TV. But, to the credit of many a radio expert over the years and advertisers who have believed in the medium, radio continues to sail; and sail even more promisingly when times are choppy.

     

    Also, sample this: The FICCI-KPMG Indian Media and Entertainment Industry Report 2011 states that the radio industry in India is expected to grow at 20 per cent CAGR (Compounded Annual Growth Rate) from the current base of around Rs 1000 crore. Radio’s share of media spends is also expected to rise from 4 per cent to 5 per cent by 2015. Among categories that advertise on Radio, Real Estate, Telecom, Retail, Education and TV channels are the ones advertise the most.

     

    The medium promises reach, greater recall and marketing solutions that are cost-effective. Despite this, why do premium advertisers shy away from advertising on the medium? It is known that premium brands prefer speciality magazines, internet and mobile and TV more than radio.

     

    Harish Bijoor, CEO, Harish Bijoor Consults agrees that premium brands don’t advertise much on radio. “Premium brands look at radio as a non-premium medium. There is ample research available which reveals that premium-category shopper do not depend on awareness scores for luxury brands from radio. In fact, radio tends to negate effort for luxury brands as of now and proves counter-productive to the effort. Radio is much too mass for luxury brands.”

     

    According to B Surender, Senior Vice President and National Sales Head, Red FM, the share between national and local advertisers on radio are 50:50 of which premium advertisers contribute merely six to eight per cent of the overall national advertisers. BMW, Volkswagen, Mercedes, Skoda, Blackberry, Marks & Spencer, Louis Philippe, Tanishq, smartphones , Lufthansa , British Airways ,Virgin Atlantic, Singapore Airlines, Emirates are some of the premium advertisers advertising on radio.

     

    For most of these premium brands radio is more or less a reminder medium, it is an extension of the television or print advertisements. Luxury watch brand, Seiko for instance does not advertise on radio at all whereas Jet Airways and HDFC Life heavily advertise on internet and television.

     

    Both internet and television have an edge over radio on premium luxury brands. While television has the benefit of being an audio-visual medium, internet is a highly interactive medium.

     

    Manish Dureja, Vice President, Marketing, Jet Airways said that the airline brand banks more on internet and mobile as against radio. “We are not advertising much on radio or on television as most of our marketing budget is performance driven, where we look to generate sales through search engine marketing and predominantly digital marketing. With internet penetration and the emergence of internet mobile, it has become mandatory for us to be present in the online domain. Radio, on the other hand is a localised medium and caters to a specific city. More importantly through digital media, I am able to reach consumers far more effectively than any other medium.”

     

    For Sanjay Tripathy, Executive Vice President-Head Marketing and Direct Channels, HDFC Life, television and the internet are the preferred medium because of the reach and better ROI. “Television is the preferred medium for HDFC Life because of the awareness it creates, and maximum reach it offers, whereas the internet has delivered better ROI for us. Radio on the other hand is more of a brand recall medium so most of our marketing budge or the media spends is skewed towards television and the internet” he said.

     

    Disagreeing that premium luxury advertisers are apprehensive about advertising on radio, B Surender of Red FM said that although there was a perception issue in the past, some of them wrongly assumed that the quality of FM listenership profile may not be very good. “Contrary to this belief, there are instances of advertisers abroad specifically using radio to target billionaires and rich entrepreneurs, since radio could reach out to them better than other mass media. But, in the past one or two years there is a positive change in our country as well with more and more premium brands in automobile, international airlines, consumer durables, telecom, jewellery, finance, retail etc have regularly started using radio as a part of their media plan. However, I feel there is enough scope to further improve the usage of radio by luxury brands in the near future.”

     

    With the rollout of phase III, radio will see an increase in reach in India. Multiple frequencies will allow FM stations to offer targeted or niche programming for the elite listeners. However, there are many challenges too: The radio industry will have to educate the premium luxury advertisers, not only about the effectiveness of the medium in delivering better ROI for their brands, but also about the quality of its listenership profile.

     

    Perhaps for now at least, radio is too large, too ubiquitous; a bit too common a medium for the un-common luxury brand. There is more thinking required on the part of radio station heads to get premium brands on board.