What Ticks for Indian Consumers/Women – Vineet Singh Hukmani and Ameer Ismail

01 Sep,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Vineet Singh Hukmani and Ameer Ismail


Engaging listeners intelligently


By Vineet Singh Hukmani


In a market where most players are more or less doing the same thing, differentiation becomes a game changer. It is with that thought process Radio One has identified a niche for itself, catering to a consumer profile in the 18+ segment. A set of consumers who are urbane, intelligent and educated listeners. About 13 million of them spread across seven metros.


These are people who consume English news, they’re active on social media, are regular tweeters etc. These are the people who look for intelligent content. We engage with them with rich content in the area of national and local happenings, sport, Hollywood, business, held together by great music.


And for each market, we have an understanding of our listeners and we engage with them accordingly, keeping the strategy of ‘intelligent content’ intact.


In Mumbai and Delhi, we cater to the English speaking global Mumbaikar and Delhite. In Bangalore and Pune, it is the cosmopolitan, Bollywood lover who we cater to. In Ahmedabad and Kolkata, we reach out to the refined retro-listener. In Chennai, it is the cool, English speaking Chennaiite.




Role of PR in establishing a brand for the youth of India


By Ameer Ismail


Much has been written about the youth of today. This is the age of technology that offers easy access to information and entertainment wherever you go. The youth are on the move, living fast paced lives and have many choices, living in a world that is without borders.


Marketers today are faced with a different set of challenges, which is how do they reach out to this ever evolving group of individuals and seek to capture their attention. As a society, we constantly change and evolve. The media landscape itself is a complex mix of channels that today span a wide array of mediums, print, electronic and digital. A lot of what we learn and imbibe is from our environment and the media.


I remember when MTV was launched in India, one saw the impact not only on music tastes but also on fashion. Today, primetime news and Arnab Goswami is the topic of conversation amongst teenagers as much as viewers of an older generation. One has to work to build relevance and work to youth in their current ecosystem. In this age, PR can play an important role in launching and establishing a brand. As a PR tool, one can use social media to start conversations and create a buzz around a brand prior to launch.



Two years back, we went international in Mumbai and Delhi with the thought that every player was doing the same thing (playing Bollywood music). Every station sounded the same, and it still does – but we are the clear differentiators.


We added premiumness to our station. We initiated intelligent conversations with our listeners and took on to social media in a big way. We have created many circles of intelligent audiences and all our efforts currently are towards amplifying these circles of intelligent audiences.


We do have a lot of listenership coming from teenagers and young professionals who follow international music. Our TG, particularly in Mumbai and Delhi are aware of the latest trends in international music. And we offer them the latest and the best in international music.


It’s not that we’re not doing Bollywood at all. We do Bollywood to engage our listeners, but we do it more smartly and intelligently than other players. Our RJs are different in the way they talk, what they talk and how they engage the listeners. They are more classy and far more relevant to an urban audience. Advertisers have recognised our core differentiation which is evident from the number of brands that have advertised with us in the past two years.




Social networks are core to the lifespace of this group. Once the brand is ready to enter the market, traditional PR methods take over, media relations is used effectively to build awareness around the brand and the core proposition. The process of planning of a flow of information and stories to the media can sustain this awareness over a period of time.


Brands such as Red Bull have appealed to this target segment by associating with the core proposition and connected with its consumer by creating the right kind of buzz. Sampling the brand at high profile events and venues automatically gave them the right association and visibility. Once the brand awareness was established, they moved on to platforms like racing, extreme sporting events etc. which have become synonymous with the brand and built a loyal customer base across the globe.


Youth today, are also interested in brands that have social impact. Worldwide, there is a trend to buy products that are socially responsible and environmentally friendly. If a brand connects, this can only deepen if there is a purpose stated that resonates. The Suzlon PALS campaign started out as an advertising campaign but got vast credibility through PR and finally over a million sign-ups online in less than a three-month window.





Tuesday, September 2:  Ritu Dhawan and Rajiv Dingra


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