For Nokia, Mahindra Xylo, Perfetti-Chocoliebe Eclairs Plus, Kurkure, Pantaloons, LIC, Strepsils…

A look into how ’s only Music Station is raising the bar for brand solutions on radio.

1 2 inside Contents December 2010 4 Comment Focus on Music Specialists: What is a music station? Why a music station? How Radio One is playing tunes that are music to Music the ears of both their clients and the listeners. works! Today, when every other radio 5 Musical solutions by Radio One station plays the same music and it A showcase of various case studies highlighting has become the innovative ways in which the music station difficult to tell helped the big brands reach their target groups. one station from another, Radio One stands out. With maximum music 10 Case Studies and maximum How 94.3 Radio One created Karaoke magic for choices, the music Mahindra Xylo, the campaign deatails. station helps promote diverse genres of music. A look at how the 12 Interview ‘music speacialists’ work. The brand ambassadors of 94.3 Radio One, SEL - the country’s most loved music band and the kings of heartening melodies and beats are making music work. Some excerpts...

...... By Ankit Bhatnagar 14 Interview [email protected] Vineet Singh Hukmani, managing director, Radio One gives a lowdown on how the music station has specialised the trade, even without going niche. afaqs! explores...

16 Interview Music is core to a radio station’s existence. If the music played is the best, popularity of the station is highest thinks Vivek Nayer. Some excerpts on how he thinks radio works. 17 Interview Hrishikesh Kannan popularly known as Hrishi. K does the pep talk off air. Elaborating on how music works for him and his listeners, the famous MJ pours his heart out. Read on.

afaqs! reporter R december 2010 3 comment

Music Specialists

Radio One’s promise of Maximum Music, Maximum Choice has changed the way people listen to music on radio in India. Breaking new ground by playing 13 songs every single hour, the station has a policy of not repeating songs and having less jock talk and more music.

ince its inception, Radio One average of the rest of competition. has been the only radio station Furthermore, it is the only station, that Strue to its proposition of playing does not repeat songs in the entire maximum music. The ‘music station’ has day. Radio One We has increased time and again successfully formulated music choice manifold, with the belief and executed various national level that listeners prefer brand new songs properties for its advertisers. The only and classics within the same hour. common thread across the properties The jocks are called Music jocks and is the station’s core product offering – not Radio jocks because they are Music. Extending its brand proposition passionate music specialists who of Maximum Music, Maximum Choice, love music entwined with the sound whatever the music station does from of their voices. They keep things brief national level musical quiz to an event and interesting, thereby allowing involving India’s best known corporates, listeners to enjoy the maximum music reverberates with music as a core theme. experience. When the listeners feel the urge of On the business front, 94.3 Radio One engaging in music and only music they was voted the number one radio brand Radio one has tune in to Radio One and recent IRS-Q3 in the Pitch magazine brand-o-meter always given findings are a testimony. survey done amongst 135 of the top Radio started as a medium that could media decision makers in the country. It its advertisers engage music aficionados with their was ranked seventh in the overall media ‘maximum impact’ favourite music. But now, the medium list containing radio, print, television and that was passionate about music has internet brands. Considering the brand through sidelined the very basis of its existence. is relatively young, this is a wonderful ‘maximum ideas’. Stations today are replete with comedy, boost to its belief in ‘metro innovation’. obsession with film stars, gossip and The music station has always given the ancillaries like traffic updates. brands who advertise with it ‘maximum Radio One stands out in its impact’ through ‘maximum ideas’. commitment to the tune and its creation. Various business case studies speak Music jocks on Radio one give credit for themselves. Some of the prominent and mentions to the people who are ones have been profiled in the following behind creating magic with the music pages. like the music composers, lyricists and Play Your Music Day, one of the most the singers – everyone involved in the unique initiative by Radio One is gaining creation of this sublime art form. huge popularity. The initiative gives its Radio One’s promise of maximum listeners an opportunity to become MJs music, maximum choice has changed and play their own choice of music on the way people listen to music on the station’s airwaves. This revolutionary radio in India. Breaking new ground concept was amplified with the presence by playing 13 songs every single hour, of Shankar-Ehsaan-Loy performing their we play at least 1200 more songs favourite 13 songs unplugged on the first more every month compared to the ‘Play Your Music Day,’ this July. 

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MUSICAL SOLUTIONS BY RADIO ONE How 94.3 Radio One partnered Nokia in finding Music Millionaires

Running successfully for the fourth year since its inception, Radio One College Champions is a prominent initiative from the music station’s stable.

CLIENT – Nokia THE CAMPAIGN

Radio One College Champions was an elaborate exercise organised by the music station. This year the talent hunt dovetailed the launch of Nokia’s Ovi store. Divided in five different phases, the campaign saw participation from over 1.5 lac students from 70 colleges across seven cities. The over three-month long exercise started with teasers proceeded by the registration process followed by auditions of the selected participants. The selected participants were then trained and the winning team given an on-air show to host for a set period. The idea behind the exercise is to connect with the core audience of the music station – the collegiates. In its fourth year, the platform identifies and hones potential talent for radio industry. The flagship initiative gives young music lovers a chance to compete, test their music quotient and also plan a career in radio industry. 

Viral Oza, Head - Activation, Media and Online Marketing, Nokia India “Nokia has always invested in platforms where Indian youth can connect through their shared passions and take on big challenges and achieve great accomplishments. Radio One’s College Radio Championship gives young students, who are passionate about music, an interesting opportunity to showcase their talent on radio.”

Zahid Shaikh, Head, Marketing, Pantaloons “Pantaloons is at the forefront of youth fashion and this season with the onset of the new seasons ranges Pantaloons has announced a unique concept called Pantaloons Youth Connect which will be promoted through the Radio One College Championships where youth get freebies on shopping at Pantaloons for youth wear. Being the third year of association with Radio One College Champions , the campaign has extensively helped Pantaloons to get to the heart of the youth.”

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How 94.3 Radio One created Karaoke magic for Mahindra Xylo

The Xylo ‘Time of Your Life’ Karaoke contest extended Xylo’s brand proposition to the corporate world in a unique, innovative and participative way. CLIENT – Mahindra & Mahindra THE CAMPAIGN

Xylo as a brand is associated with trendy and exciting lifestyle for young achievers, who want to have a good time with their friends. The Xylo ‘Time of Your Life’ Karaoke contest by Radio One weaved the brand’s proposition in an interesting initiative and extended the value proposition to the corporate world in a unique, innovative and a participative way. The contest witnessed participation from over 75 corporates across , and Bengaluru. The whole exercise was spread over 6 weeks. Some of Group, Reliance Capital, Mid Day, Ambit, Kalpataru, the corporates that participated in the Mumbai chapter Syntel, Birla Sunlife and Xoriant. included Airtel, Marico, Shoppers Stop, Ceat, Aditya Birla A series of preliminary rounds was organised in each of these corporate houses, followed by semi-finals and finals. Participants had the time of their lives as they grooved to their favourite English and Hindi numbers and Vivek Nayer, were cheered on by their office colleagues. Sr. VP, Marketing, Automotive sector, A series of on-the-spot events were held to make the Mahindra & Mahindra Ltd. contest more interactive. 25 winners selected from each “Mahindra Xylo is associated with people who work office in the city represented the company at the Grand hard and party hard and like to lead a socially active Finale. A special practice session for the finalists was lifestyle. The ‘Time of Your Life Karaoke Contest’ arranged at Radio One office three days prior to the finals. extended this association to the corporate arena by Xylo ‘special offer’ vouchers were handed over to bringing much needed fun and excitement to the work employees in each of the offices that were visited. Around place. The contest received an overwhelming response 75 Xylos got booked, by voucher redemptions. Apart from and truly lived up to the brand’s philosophy of enabling having a good time, the lucky winner got a one week, all people to have the time of their life.” expenses paid trip to Italy. 

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How 94.3 Radio One partnered Eclairs Ka Shahenshah in finding Music Ka Shahenshah

The biggest music quiz on radio, Music Ka Shahenshah was hosted by music composers Shankar Ehsaan Loy this year. Finding the greatest musical genius is getting exciting now.

CLIENT – Perfetti Van Melle

THE CAMPAIGN

Music Ka Shahenshah is the biggest music quiz in the country. In its second season now, it gives the radio listeners an opportunity to win 1 lakh rupees every minute if they answer 10 questions correctly. The contest to search for the greatest musical genius took part in seven cities: Mumbai, Delhi, Bengaluru, , , and . Winners from all the seven cities compete for the title of Music Ka Shahenshah at the national finals. This years finals were hosted by Radio One brand ambassadors and the famous music composers Shankar, Ehsaan and Loy. The participation in the contest ran into couple of lakhs across the seven cities. The prize money disbursed to over 500 Radio One listeners was to the tune of 6 lac rupees. In the first round of the contest, 20 participants in each of the seven cities were called to Radio One offices, where they were asked five questions. Every participant stood a chance to win 10,000 rupees everyday after answering the five questions correctly. Top five participants who answered maximum questions correctly for the first two weeks of the contest, qualified for the semi-finals. Semi-finals ran for a week. All the regional winners then participated in the mega finals held in Mumbai. Final round of Music Ka Shahenshah was hosted by the musical trio of Shankar Ehsaan Loy. 

Nikhil Sharma Senior Controller (Marketing), Perfetti Van Melle

“For Chocoliebe Éclairs Plus, this is the second year of association with Music Ka Shahenshah and this has helped us build on the brand promise of Chocoliebe Éclairs Plus being the ‘Éclairs ka Shahenshah”

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How 94.3 Radio One partnered Kurkure Desi Beats in celebrating World Music Week

Bringing in an impressive array of artistes across the musical spectrum, Radio One helped the client play its message across, successfully. CLIENT – PepsiCo THE CAMPAIGN

World Music Day typically happens around the third week of July, and is a celebration off all things musical. It’s a concept that is slowly seeding itself into the cultural calendar of the country. One should not be surprised if it assumes proportions similar to Halloween or any other such celebrations in years to come. Radio One integrated this occasion of music with Kurkure’s Desi Beats to have some of the finest array of musicians across a whole week to celebrate not just a day, but a whole week of Maximum Music, Maximum Choice.

The range of artistes who were a part of the initiative included • Classical music maestros: Ustad Amjad Ali Khan, Zakir Hussain • Ghazal Kings: Ghulam Ali, Jagjit Singh • Contemporary Indian Bands: Pentagram, Aasma, Indian Ocean • Popular Singers: Kailash Kher, Bappi Lahiri, Baba Sehgal, Hard Kaur

Weekend shows on Kurkure Desi Beats were about international music, which featured artistes like Michael Jackson, Madonna, Akon, Britney Spears and the likes. 

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striking the right chords

Radio One may not be the biggest station in the country but they are doing it the right way. Music is what matters and music is what works! Ehsaan Noorani

Our tie-up with Radio One The association with has been a great one. Radio One has been a A radio station should play fulfilling start. non-film music and generate Looking forward to demand for diverse genres. exciting times. Radio One is doing that. loy mendonsa shankar mahadevan

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melodious notes

The brand ambassadors of 94.3 Radio One, SEL - the country’s most loved music band and the kings of heartening melodies and beats are making music work. Some excerpts.

shankar ehsaan loy

Radio One has the right music mix and delivers diverse listening experience to the people. this is why we associated with the station.

Q. Why is Radio One the most favoured ‘music Today, you can not differentiate one radio station from station’ in India? another. Everybody plays the same music, repeat the A. Shankar – The important reason why we joined hands same songs that are playing on the TV. with Radio One is because of their vision of encouraging Radio One has a policy of not repeating songs and non-film music. Most of the people in Radio One right it has special slots for non-film music. The station has from technicians to RJs to the people in programming the right musical mix and delivers diverse listening to department, are musicians deep down. They understand the people. This is exactly why we associated ourselves aesthetics of music and that is what is important for us. with the station.

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Ehsaan - Radio One is the only radio channel The only way a radio station can become that is truly into music. On the rest of the lot different is when the people there think it’s more talking and less of music. Radio One is also into promoting non-film music which is like musicians and not as somebody vying for what influenced us to get associated with the listenership figures. The objective of a music channel. station should be to promote good music and not just popular music. Q. What do you like about brand Radio One and how does it resonate with SEL as a brand? Q. What is it that you would like Radio one to be a A. Shankar – A brand is established not by its name but by better radio station? the quality of work it does. This is true for both Radio One A. Shankar – The people at Radio One are so open to and we as a musical trio. Both of us musically contribute ideas, we actually have a lot of discussions and interactive towards each other’s growth. The association has been sessions. The only way a radio station can become great and has been growing day by day. The listenership different is when the people there think like musicians and of Radio One has also increased. not as somebody vying for listenership figures. Most of the people at Radio One have a musical bent of mind and Ehsaan – The three of us have always promoted new they understand music aesthetically. The objective of a artists. Music, not just film music but all other genres need music station should be to promote good music and not to be promoted. Radio One people got all excited about the just popular music. idea of promoting all kind of music and not just music. Vineet Singh Hukmani, the person at the helm Ehsaan – Radio One is doing what the station is expected of affairs at Radio One is himself a musician. Moreover, to do – promote music. According to some accounts, since is not a huge massive corporation, nothing gets lost. Radio One is the only channel that has grown in the Having said that, Radio One is also not a niche channel, last quarter. Various other initiatives like the ‘unplugged’ they are specialists of music on radio. sessions have caught on very well with the listeners. Play Your Music Day is a unique initiative where the listeners become music jocks for that day and play their own choice Q. Since when have you been associated with the of music on the station. It has been doing pretty well now. station and how has the journey been? The response is encouraging. A. Shankar – It has been almost a year that we have been associated with Radio One. It has been a great partnership. Most of the radio stations today play similar Q. How can radio be used as an effective medium to music owing to its popular demand. In fact, it should be propagate different genres of music? the other way round, play non-film music and generate A. Shankar – Radio has immense potential as a medium demand for diverse varieties of music. Radio One is doing for spreading good music. I see it grow even bigger than exactly that. the television in days to come.

Ehsaan – We became the brand ambassadors for Ehsaan – Music is what binds. Our nations is a nation Radio One in May-June this year. Earlier, we used to of music lovers. Though radio started as a medium to work with the station only on specific projects. But since propagate music, but it’s no longer about that. Radio One now, we are officially associated it’s different and more may not be the biggest station in the country but they are engaging. The partnership has been really fruitful and doing it the right way. Music is what matters and music is satisfying. what works! 

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music specialist versus generalists Vineet Singh Hukmani, managing director, Radio One gives a lowdown on how the music station has specialised the trade, even without going niche. Read On.

definition. It will reflect at our product level, at brand level, at association level off air and in any media we choose, in whatever we do with clients. Gradually, we will improve and let our passion - which is the main ingredient for music - guide us to becoming a ‘domain expert’ in this area. I have many a times mentioned that the era of generic radio is over and specialisation is key. We have a secret recipe, lets see how far it goes.

Q. How do you see the radio industry shaping up (both in near future and long-term)? A. In the long term, the shape of the industry is directly dependent on what happens in phase three. If existing investors and shareholders have faith in the medium, they will invest more. The critical issue is for the Infor- mation and Broadcasting Ministry to solve. The return on capital invested is negative for all players and therefore we seek a license extension to 15 years. The royalty is- sue does not allow us to project costs accurately and this needs to be mediated strongly by the government. The government also needs to make it mandatory for all music providers to follow the copyright board order that aligns royalties with a global regime at a maximum of two per cent of revenue. News and FDI (Foreign Direct Invest- Vineet Singh Hukmani ment)issues remain unresolved. News will allow the radio Managing Director to increase ‘involvement’ with listeners and that is critical Radio One for the survival and credibility of the medium. In the short term, the revenue growth in the medium looks very promising, but with overall listenership being Q. How has differentiating the brand proposition stagnant, we the industry heads must look at more stron- helped Radio One? ger differentiation and take more chances rather than fol- A. Our strategy of being ‘India’s only music station’ is low ‘me too’ formats. However, I am very confident of the a vision where we will slowly reveal each facet of this innovative possibilities that we offer beyond any medium vision. This year, we revealed certain product differen- for our clients. We also expect to see consolidation in the tiators strengthened by our brand ambassadors Shankar near future in the network players where some large play- Ehsaan Loy. We launched India’s first unplugged concerts ers will exit or sell out to others to minimize their losses, on radio and gave listeners physical control of our radio some will let loss making small city stations go when the stations with ‘play your music day.’ We also launched One trading window opens, and perhaps metro players like Mumbai One Music and One Delhi One Music which has us and Fever FM will go after lucrative cities carefully in also spread to our other cities which allows our listeners phase three. to discover genres of music beyond Bollywood. ‘MAXIMUM MUSIC’ is therefore beyond a mere Q. How important is music as a differentiating factor positioning or proposition or tactical plan. It is a business for a radio station?

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A. It’s not about how music is a differentiator but how you A. Again our Music expertise is a vision and not a posi- can use it as a passionate ‘discriminator’ that wins listen- tioning. It’s just been six months since we launched our ers and artists both. It needs to be a ‘real movement’. marketing campaign. We can see music lovers gravitat- Feeling it, being a part of it, building bridges with it is more ing towards us. In IRS Q1-Q3 while the industry dipped by important and more difficult than just playing it. Music has a cumulative four per cent in listenership we grew by 23 to be the lifeblood of what we do every hour, every sec- per cent cumulatively. Our competitors have small single ond and full credit needs to be given to those who create digit or fractional growth rates. it. Currently every radio station plays it, but we feel it and We have the perfect size, neither too small nor too that’s why stopped calling ourselves a radio station. We re widespread. Client’s like Nokia, Mahindra Xylo, LIC, a music station, even our jocks are called ‘Music Jocks.’ Perfetti, Pantaloons, Kurkure and many more arew We were the first to offer 13 songs an hour. We were the showing faith and are buying more of our music-based first to offer an SMS service that allows you to know who solutions. People take time to rediscover their connec- sang, who composed the song while you are listening to tion to music in their busy lives, but we plan to increase it, we were the first to offer no repeats of songs and we involvement and stick it through. The music artist com- were the first to offer choice of era and indipop in every munity importantly has given us so much love and sup- hour to give listeners more choice. We have lots of ideas port. We are going to increase market share through up our sleeves and will reveal each when the time is right. ‘share of heart’ and not just by being a mechanical ra- dio station. Q. How big is radio in India? In terms of advertising, revenues and growth It’s not about Q. In India we don’t have genre-based prospects. how music is a or format-specific radio stations, how A. The private FM industry is a `780 does it impact the business? crore industry. It is an infant industry. It differentiator but A. The huge OTEF (one time entry fee) is growing really fast in revenues. The how you can use paid by players is responsible for every- critical aspect is profitability and return on one aiming at the lowest common de- capital which the industry has woken up it as a passionate nominator audience and this prevented to. Even the market leader is now con- ‘discriminator’ that format-specific stations. Our country cerned about wiping out their accumulated auctioned frequencies, internation- losses. The industry has promise when wins listeners and ally formats are auctioned and you get you look at it from a media perspective artists both. a frequency. Phase three will decide if but we are at cross roads of sorts from a formats can be viable or not. Increased business perspective. For all the players, competition will suppress format-based challenges are unique and it will be interesting to see radio. The government needs to open up news, sports what happens next year. and allow a more lucrative license extension and roy- alty situation for players to be able to take the format Q. Is Radio retail advertisers’ favoured medium? ‘risk’. A. Radio is now every client’s favourite medium. We offer the quickest execution to response. You cannot find Q. Does customisation click with Indian listeners? for a better city level connect than radio. Yes retail is growing eg. Meow/Oye! FM but what is growing faster is national clients’ appetite for A. Customisation works when the audience size is large innovation in radio. Even though the industry has raised enough. In that manner Meow was too niche and that’s rates and rightly so, new clients are coming in every day. why they failed. Oye is attempting massification, it’s a bit The speed, emotional connect and reach of radio is un- too late as everyone is already there. Oye would need matched by any other medium. It is heartening to see me- huge marketing spends to create a brand of reckoning or dia planners and buyers innovate with radio and exciting they will have to be the cheapest price player for advertis- to see clients, both national and retail, benefit from the ers and just fill inventory at any price. power of radio. Specialisation is different from customisation. It takes time, one has to keep biting in the same place like a bea- Q. How has Radio One’s positioning as a music sta- ver does and finally the tree will fall, but one has to bite a tion helped you garner market share and advertisers? large enough tree for it to make a difference. 

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driving into customers’ heart

Music is core to a radio station’s existence. If the music played is the best, popularity of the station is highest thinks Vivek Nayer. Some excerpts on how he thinks radio works.

A. Being an automobile company, the working male population is a critical TG for us and radio is an excellent medium to catch their attention - especially on their way to office and back. Apart from this, radio is also becoming increasingly popular amongst our ‘influencers’ such as teenagers and the women. With Radio One’s focus on great quality music, it is but obvious the preferred radio station amongst the listeners and the only Music station. And that certainly gives them an edge.

Q. How important is music as a differentiating factor for a radio station? A. The main objective of any listener turning on the radio is to enjoy some music. The RJs, the activations, the contests exist to tie the music together and give the listeners a great experience. If I were to compare it with a multiplex, people go to a multiplex to watch movies. The popcorn, pizzas, games, shops exist to deliver a great all-round experience. So, for a radio station, the essence was, is and always will be the music. Needless to say, if your music is the best, your popularity would be the highest.

Q. How important a medium is Radio One for advertisers? Does format-based differentiation of

fotocorp radio stations help? A. As the number of radio stations increase, each one will Vivek Nayer have to carve out its niche in the given city. Thus format Senior VP Marketing (Automotive sector) based or content based programmes will decide the type Mahindra & Mahindra Ltd. of TG that will be listening to that radio station. Radio One prides itself as the ‘only music station’ and also Q. How important is radio in the marketing mix today? encourages different music apart from just film music. How is it different from, say, 10 years back? Thus it can create differentiation for the advertisers. A. The radio industry 10 years back was kind of like the Indian economy in 1991. With the government auctioning Q. How has Radio One’s positioning as a music 108 FM frequencies in 2000, the sector really opened up station helped you meet marketing objectives and and paved the way for the exciting avatar it has today. garner sales? It’s an important element of the marketing mix today A. The Xylo ‘Time of Your Life’ Karaoke campaign especially on account of the focused geographic targeting was conducted this year across three cities - Mumbai, that it allows. Delhi, and . As part of this campaign, we needed a radio partner to conduct karaoke contests Q. Is it easier for brands like your’s to connect with the across 25 major corporates in each city. With the TG through radio and especially through Radio One? continued on page 18 >>

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Hrishikesh Kannan popularly known as Hrishi. K does the pep talk off air. Elaborating on how music works for him and his listeners, the famous MJ pours his heart out. Read on.

friendship with these musicians, cultivated and nurtured during the course of a 15-year-long radio career.

Q. How has radio evolved as a mass medium in India? A. From being the ‘box’ around which people milled to hear the news or indeed, to hear their favourite request being played, radio today is the anytime, anyplace medium. Considering that radio lost considerable ground to television around the 90s, it ahs been a resurgence of sorts. Today, with the advent of the FM space, we aren’t even competing with television. We hold our own and the beauty of radio as a mass medium is that one can listen to the jocks while driving, cooking, or while at work, something TV can never hope to achieve completely.

Hrishi K. Q. How important is music as a differentiator for Music Jockey Radio One? What are the various genre played? Radio One A. We are passionate about all forms of music but in particular about independent music. A form that other Q. Why is a radio station high on the music quotient a stations and programmers have ignored or chosen to hit with listeners today? ignore. Personally what gets me going is the Indipop A. What started off as a medium that was passionate hour on my four-hour shift every morning whereby about music has sidelined the very basis of its existence. one full hour is dedicated to independent music. While Stations today are replete with comedy and the obsession Bollywood music continues to be our bread and butter, with film stars. Radio One stands out in its commitment it’s nice to let my listeners breathe easy and sample a to the tune and its creation. As a ‘music’ jock I give credit variety of other sounds. and mentions to music composers, lyricists and singers, that is everyone involved in the creation of this sublime Q. How has Play Your Music Day made a difference art form. Moreover, music quotient is not culled from the to the proposition as a music station to you as a jock Internet. It’s extracted from my personal interaction and and to your listeners?

afaqs! reporter R december 2010 17 interview

A. ‘Play Your Music Day’ has also become a playground come and told me time and again that they have gained not just for listeners, but also for celebrities and stars, the true adulation of listeners only because of the way Music Works For Nokia, Mahindra Xylo, Perfetti-Chocoliebe Eclairs Plus, Kurkure, Pantaloons, LIC, Strepsils… letting me into their intimate music space. Moments they Radio One have presented their art and also because I choose to relive only with me because of our unique have shared hitherto unexposed facets of their art with personal equation. my listeners. It’s called passionate on-air presenting. Like when I asked how he was able That’s all it really is. ‘MUSIC WORKS’ is our commitment to brands that use our music solutions. to write traditional Hindu devotional songs like Radha Don’t just take our word for it. Brand Custodians of some of India’s most formidable kaise na jale in Lagaan, the question invoked childhood Q. What ails the radio industry in India today and brands will be on-air on 94.3 RADIO ONE on 22nd December. Here, they will talk about our memories in him. He talked about how as an infant what do you think is the solution? custom made music solutions that have helped them achieve their marketing objectives. growing up in multicultural qawwalis and sufi A. The industry continues to tread the beaten path and Our music expertise continues to grow with our listeners. Radio One has grown11% music played in his house, bhajans wafted through even market leaders loathe to innovate and get into according to the latest IRS - Q3 and is the only ‘music’ station to have grown a cumulative the air from a Hindu neighbour’s place and Woodstock specialised programming and that, I think is an ailment, 24% from IRS Q1-Q3 while the radio industry as a whole has de-grown by 2%. Rock emanated from another and thats what shaped his a serious one. Tune in to India’s only music station, 94.3 Radio One, and discover how we can make musical mindspace. The solution is simple, listen to more of Radio music work for your brand. while talking about Panchamda told that One. It helps you fix that, what is missing in he referred to the epoch making Mera kuchh saamaan radio today. from Ijaazat as the ‘luggage’ song! Legendary lyricist Majrooh Sultanpuri’s wife would Q. What are the challenges for a radio jock today? conjure up some magical kababs for her and send through A. In a cluttered and crowded market the challenge for us Majrooh saab so they could wolf them down in between is to gain the trust of our listeners and become a habit. sittings and recordings. Can we become as strong a habit akin to their morning Play Your Music Day, is a ride only a Radio One music cup of tea or their early morning toothbrushing routine? jock can truly get you to experience! That’s a question I keep asking myself. And the struggle continues. Q. Is Radio One the most favoured station within the The challenge is to never ever put on a facade. Most music fraternity? If yes how and why? of us jocks are guilty of trying too hard or trying too little. A. Without a doubt it is. To the point of being a messiah Can we just be and let our inner light, our personalities for the upcoming musicians, lyricists or singer to display show? If we do. We have our listener. Everyone likes their ware as well as for the established ones to promote some character, some personality and some passion, not their creations in a unique way. Artistes have personally necessarily in that order though. 

<< continued from page 16 For bigger campaigns, it acts as a great reinforcer of the main TVC or print campaign campaign revolving purely around music, we with great call-for-action cues. At the same were looking for a radio partner who could time, with all radio players having wide-spread do justice to this proposition. Radio One’s operations now, the medium can also be positioning as a music station helped us utilised for a cost-effective national campaign. make the decision of associating with them and further ensured that the campaign was a Q. Your comments on radio industry in major success. The campaign communicated India. Its future prospects and how can the strongly that Xylo is a brand which lets medium be utilized more efficiently? For case studies on how our music works for brands, log on to http://www.radioone.in/musicworks.pdf you have a ‘Time of your life’ and thereby, A. Indians love music. With the thriving film reinforced its positioning. industry in both Bollywood & regional movies, we have new music everyday. With multiple Q. How can radio be more useful in music formats like folk music, classical and marketing? Any limitations you see as Gazals, there is lot of scope for good content. radio industry functions currently. Also the industry will evolve in genres other than A. Radio can be extremely useful to tackle local music in the years to come. Also Innovations marketing challenges and meet the objectives would drive more traffic and more engagement with high efficiency and effectiveness. for example live concert and event telecasts.  18 afaqs! reporter R december 2010 Music Works For Nokia, Mahindra Xylo, Perfetti-Chocoliebe Eclairs Plus, Kurkure, Pantaloons, LIC, Strepsils…

‘MUSIC WORKS’ is our commitment to brands that use our music solutions. Don’t just take our word for it. Brand Custodians of some of India’s most formidable brands will be on-air on 94.3 RADIO ONE on 22nd December. Here, they will talk about our custom made music solutions that have helped them achieve their marketing objectives. Our music expertise continues to grow with our listeners. Radio One has grown11% according to the latest IRS - Q3 and is the only ‘music’ station to have grown a cumulative 24% from IRS Q1-Q3 while the radio industry as a whole has de-grown by 2%. Tune in to India’s only music station, 94.3 Radio One, and discover how we can make music work for your brand.

For case studies on how our music works for brands, log on to http://www.radioone.in/musicworks.pdf

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