What Ticks for Indian Consumers/ Women- Monica Patnaik and Josy Paul

07 Oct,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Monica Patnaik and Josy Paul.



Stay authentic, stay local


By Monica Patnaik


As a radio station in tier 2 and tier 3 cities of India, one cannot afford to miss out on women consumers. Even today, a majority of radio listenership comes from housewives who switch to radio while performing their household duties or in leisure during the day time.


Yes, there is another segment of women listeners apart from the housewives – the working class women. But, I think if we talk about sheer numbers, I’m sure the number of housewives listening to radio in tier 2 and tier 3 cities is bigger than the working class women – who often switch to radio when travelling. And most often they use their mobile phones to switch to radio.


The ideal strategy to ensure brand recall or loyalty among women is to offer them fresh content and by keeping them engaged in conversations. Our RJs discuss common issues women face and try to address them with innovative ideas. For working women, issues such as striking work and life balance is an important aspect apart from other interest areas such as food, travel and of course, music.




I confess…


By Josy Paul


I have a confession to make.

I confess I may have been sleepwalking.

I may have ignored the obvious.

I look around me and I see women creating change everywhere… and yet I don’t see enough of it in my writing.

I see women leading organizations – be it in business, government or the nation.

And yet I don’t see… I don’t see enough of that great action reflecting in my advertising.

I see my wife mobilizing friends, neighbours and local MLAs to build parks and fight to keep our lanes clean and safe.

And yet I do not see… for I don’t see enough of it in my ideas.

I confess I need to be more sensitive to the world around me… specially to the gender issue.

I don’t need a national awakening or a violent reaction to re-focus my attention to the truth about women.




We also engage with them using social media networks – Facebook and Twitter being the most active platforms. Though women are not the only target audience, they are very much part of the mix. We also see a lot of listenership from men, especially during the evening time. But, their listenership is limited in terms of time spent.


Unlike metros where one tends to spend more time in traveling from one place to the other, that unfortunately in small cities is very, very short. Having said that, I think radio stations in local regions are doing a far better engagement job than national players.


That is because the regional FM players are able to offer content in local languages or in the local flavour. Speaking of the content offering, one must find the right mix of content for the local listeners. If the content is local and authentic, consumers will relate to the brand and one-toone engagement with them will become that much more easier.



I have grown up seeing brands portraying women as powerful influencers and change agents.

I have seen Lalitaji in ‘Surf ‘.

I have noticed the strong working woman in ‘Whirlpool’ with her ability to manage a happy household.

I am inspired by the activist lady in the ad for A-one ‘Kadak’ chai – done in early 2000.

I love reading Femina’s woman of substance. We have seen the changing face of Indian women in the new Bournvita mom. She is so progressive and hyper-competitive.

Or the changing relationships between mother-in-law and daughter-in-law in the ads done by Star Plus. Or the bindaas young women in the Fastrack commercials. It urges us to move on and stay cool.

I know you and I have seen the change, and it is good.

I confess I am proud of our work for Gillette… our movement idea ‘Women Against Lazy Stubble’. It proved that women can influence men’s stubble.

Or our new work for Visa Cards where a young lady officer uses her Visa Debit card to further the cause of women’s education – in a remote village in Rajasthan.

I realize that these examples represent some of the stronger and more realistic feminine images of Indian advertising.

And yet I confess… that I may be unconsciously discriminating, marginalizing and labelling women.

I know I am responsible, and influential, and have the power to change things… and I am trying.

I have one last confession to make.

I don’t think this is only a woman’s issue, it’s a larger sensitivity issue. It is about being sensitive to all things that are marginalized, ignored and discriminated. It is about being sensitive to all things human.

I confess I am evolving in my effort to be more aware.

Along with our enlightened clients we are trying to create a new reality, where brands evolve with deeper sensitivity.

Where freedom, equality and inclusion are part of greater growth and a better world.

I confess, we are trying to create a world where there are more acts, and not just ads. This is my confession, my prayer, my pledge.



Tomorrow: Wednesday, October 8: Teens – Rohit Ohri and Ferzad Palia


Post a Comment 

Comments are closed.