Presentation Transcript

1. 92.7 BIG FM

   Making your Marketing Dollar work SMARTER
2. WHO’S LISTENING? JUST ABOUT EVERYONE! 79%of INDIANS across 89 cities Sources: RAM Multi-media Establishment Survey 2013

3. Radio Works!

   Delivering Reach and Frequency
4. Reaching out PEAK RADIO LISTENERSHIP IS ALMOST EQUAL TO PEAK TV REACH Radio & TV delivers equivalent REACH 28 27 (In Millions) TV RADIO Source: TAM & RAM, TG: TV-CS 10+ & Radio – All 12+, Markets: 8 Metros, Period: Wk6-13’12
5. Similar Audiences Radio & TV enjoy similar demographics.
6. RADIO ENSURES BRAND PRESENCE ACROSS DAYPARTS salience vis a vis COMPETITION Radio drives BRAND SALIENCE with a greater Share of Mindand higher spend efficiencies Source: IRS
7. efficiencies RADIO DELIVERS GREATER REACH THAN SEVERAL TV GENRES Overcoming the Long Tail Radio stations have HIGHER REACH than several genres of TV Radio helps OVERCOME the FRAGMENTATION in a TV plan Radio reach in HINDI SPEAKING MARKETS beats Hindi News & Hini Music Sources: TAM CS15+ & IRS Q4’12
8. Better choice RADIO DELIVERS MULTIPLES OF REACH Vis a vis key TV genres Radio enables you to talk to more audiences in your Target Group Delivers equivalent reach compared to Hindi movies as a genre and between 1.5X TO 6X REACH compared to popular genres such as Sports, Eng GEC & News Sources: TAM CS15+ & IRS Q4’12
9. Reach Frequency Comparison GREATER ADDRESSABILITY RADIO REACHES 31% OF THE UNIVERSE AT 3+ ACROSS THE 4 METROS AS COMPARED TO 7% REACHED BY TV Sample media plan of Rs 1 Crore for both mediums A 4 week plan in the 4 Metros Top 3 TV Channels from News, Music & English entertainment taken. Radio – Top 3 stations/city REACH% OF THE UNIVERSE TG: 25-44 A MF, MKT: DELHI, MUMBAI, BANGALORE, KOLKATA, WEEK: 31-34
10. Reach Frequency Comparison HIGHER OPPORTUNITY TO SEE THE AVERAGE FREQUENCY DELIVERED BY RADIO IS MORE THAN DOUBLE THAT OF TV Sample media plan of Rs 1 Crore for both mediums A 4 week plan in the 4 Metros Top 3 TV Channels from News, Music & English entertainment taken. Radio – Top 3 stations/city AVG FREQUENCY TG: 25-44 A MF, MKT: DELHI, MUMBAI, BANGALORE, KOLKATA, WEEK: 31-34
11. ADVANTAGE IN CPT TERMS Return on investments Better Bang for your Buck The top radio stations offer a 60-100% ADVANTAGE in Cost Per Thousand as compared to the top Hindi GECs Basis: Radio: 12 spots per day, 7 days a week, 30 second spots & market rates. TG12+ TV: Rs.50 lacs spent on the channels for 4 weeks campaign. TG MF15-44 SEC ABC Sources: TAM & IRS Q4’12
12. effectiveness RADIO FULFILLS MULTIPLE ROLES IN THE MARKETING PLAN Radio ensures delivery against your planned SHARE OF VOICE Radio complements both the REACH & FREQUENCY objectives of any brand campaign With ADDED BENEFITS Control by Time of Day and/orDay of Week Reach people Out of Home Geo-Targeting Higher rotate on messages MASSREACH LOCAL APPEAL AUDIENCE TIME SPENT Promotion Social Networking Brand Equity Awareness Word of Mouth Interactivity

13. Who’s spending on radio

    FY12-13
14. EVERYONES HERE…ARE YOU? S.o.V on radio by category The traditional advertisers are all here – leveraging Radio for varied objectives including but not limited to FMCG for Top of mind, brand engagement Service sector using radio for Real estate for lead generation Retail for driving sampling & foot falls Telecom for information & engagement Sources: Adex Data FY12-13
15. FMCGThe BIG Spenders FMCG sector is the largest spender on Radio with brands across the product spectrum using it to meet their objectives. Some key advertisers - Procter & Gamble Hindustan Lever Ltd Coca Cola India Ltd Cadburys India Ltd Pepsi Co India Holdings ITC Ltd Godrej Sara Lee Ltd Raja Biscuits Industries Ltd Johnson & Johnson Ltd Reckitt Benckiser (India) Ltd Sources: Adex Data FY12-13
16. ORGANISED RETAIL HAS A GREATER SoV ON RADIO REtailThe BIG Spenders Pantaloons Retail India Ltd Reliance Retail Ltd Lifestyle Rathna Fan House RmKv Silks Infiniti Retail Ltd Vasanth & Co Titan Industries Ltd Pai Intl Sources: Adex Data FY12-13
17. Radio as a medium helps ensure your marketing and brand objectives are met Summing up Reach and Frequency Radio outstrips other media in terms of house-hold penetration 360 degree engagement Performs multiple roles in your marketing plan – drives engagement with your audiences, can be used for targeted geographic/ audiences & gives Activations capabilities Impact Giving brand salience throughout day-parts therefore heightening long-term property associations Cost efficiency Delivers better CPT than a whole lot of other media vehicles SO WHY RADIO?
18. Ok RADIO Works! SO WHERE DO WE COME IN?
19. WHO ARE WE? 92.7 BIG FM Part of RBNL, India’s leading media conglomerate We are lead players in all markets that we operate Leader across Delhi, B’lore and Kolkata No.1or 2 in 29 markets Operates FM Radio in 45 cities and reaches 1200 towns and 52,000 villages and over 200 million Indians Operates a bouquet of channels across the English Entertainment & Regional Ent space Creating IP Events & Content
20. Every 3rd mass product consumer in the metros is OUR LISTENER UNBEATABLE REACH in the 4 key metros amongst the well settled and the well heeled We reach out to the maximum Hindi speakingconsumers with our network of 45 stations across India Why us?
21. BIG FM STATION PRESENCE COVERS FOR UPTO 84% OF TV UNIVERSE BIG on PRESENCE Where it matters Our radio presence across the country helps EXTRACT THE BEST in terms of market weights in terms of REACH & GVTs Base Universe:25.98Crs /Total GVTs 18089Mn GVTs Sources: TAM Universe Data (4wk Average of Reach & GVTs)
22. BIG oN Performance Delhi’s No.1 Leaders in RAM Markets BIG FM is a consistent performer across markets that carry the highest media weights Kolkata’s No.1 Bangalore’s No.1 Source :RAM WK28 Mon- Sun 12am-12am
23. BIG oN Delivery We truly deliver DELHI 4X reach compared to Mirchi at 5+ 1.5X reach compared to Fever at 5+ Consistently #1 at any reach frequency level Source :RAM WK 22-25 12-34 Mon- Sun 12am-12am
24. Big on growth Cume (‘000) Outpacing others in Delhi 2.5X growth in share BIG FM has made larger strides than any of its competitors in Delhi 48% increase in reach 66% increase in TSL Reaching the # 1 spot with a peak listenership of 79L during Wk28’13 Share TSL Source :RAM, All 12 + Mon- Sun 12am-12am
25. Big over competition Kolkata Delhi BIG v/s MIRCHI 92.7 BIG FM delivers better against Mirchi across the RAM Markets Mumbai Bangalore Source :RAM WK28 Mon- Sun 12am-12am
26. Big over competition Cumes BIG v/s MIRCHI …and in the IRS markets Wider presence & reach in the Hindi Speaking Markets 9921* 8635* Source IRS Q4 2012 *RAM MARKETS NOT INCLUDED
27. Big oN RETURNS BIG v/s MIRCHI 92.7 BIG FM delivers BETTER CPTs across the key metros Mirchi CPTs are upto 5X higher as compared BIG in a key market like Delhi Calculations at Estimated Market Rates 1 week campaign of 12 spots per day in metros 7 days a week, 30 second spots Sources: RAM & RS Q4 2012
28. BIG ON ODDs REACH (000) Power of 2 in PUNJAB Our combined TV & Radio presence in Punjab gives us the edge over options
29. BIG oNBENEFITS Unbeatable proposition One stop shop – service efficiencies for your brand Common properties across platforms – increase brand salience Get the multiplier effect – boost campaign effectiveness REACHING YOUR CONSUMERS ACROSS 12,700  AMRITSAR VILLAGES, CITIES AND TOWNS IN PUNJAB JALANDHAR LUDHIANA TV BROADCAST ACROSS THE STATE CHANDIGARH PATIALA
30. BIG oninnovation RJ KARIZMA KAPOOR On BIG MEMSAAB a one of its kind Radio magazine show, airing in the mid-afternoon across all HSM Markets featuring the Bollywood Diva Karizma Kapoor Music Station formats that are designed to cater to the needs of the city Celebrity led shows, that set a benchmark RJ ANNU KAPOOR Debuting at #1 in its time-band, SUHAANA SAFAR with Annu Kapoor adds a new dimension to music experience. Bringing “Filmy duniyakikahiankahikahaniyan” alive in his inimitable style. RJ NEELESH MISRA A first ever on radio, YAADON KA IDIOT BOX, a radio show in a novella format takes the listener on a journey, with a musical story-telling format on love, separation, and relationships
31. BIG IMPACT Now in it’s 6th Season The BIG Green Ganesha is one of our most talked, most appreciated and most awarded initiatives. Our effort to create a mass campaign to bring to fore an environmental issue has met phenomenal success. Some numbers: Over 11 TONNES of newspapers collected Touching 1.5CRORE people Collaborating with over 350 CIVIC BODIES 35 LAKH DEVOTEES 200 CELEBRITIES joined us in support
32. BIG SURROUND Impact Properties 92.7 BIG FM is the undisputed leader when it comes to offering brands INTEGRATED PLATFORM services that deliver LONG TERM VALUE With a successful lineage of having executed over 40 different properties ACROSS GENRES AND GEOGRAPHIES Entertainment Awards Music Awards Television Awards Talent Hunts
33. BIG ON Execution Mass Engagement Brands repose their trust with us for executing larger than life ideas. The Safety Run was conceived as an idea for Total to establish their brand in India The run was held across 21 CITIES SIMULTANEOUSLY 35000 PEOPLE participated in the run Organized with over 500 ALLIANCES
34. BIG ON ACTIVATIONS BIG GARMI KI CHUTTI WITH WHIRLPOOL Activating Brand Ideas We help our client brands not just to reach their audiences but also ENGAGE with them With our CREATIVE SOLUTIONS we create compelling ideas that ensure the brands meet their desired objectives To create buzz for Whirlpool’s new refrigerator(Neo I chill) and motivate Trade Dealers, BIG FM Delhi created a special property called “BIG GARMI KI CHUTTI” involving extensive on-air and on-ground elements designed to give Delhiites a chance to win a Refrigerators throughout the month and enjoy with BIG FM RJs at Dealer points . MICROSOFT WINDOWS 8 LAUNCH To meet Mirosoft’s objective of engaging consumers across multiple platforms with an aim to showcase the best of Windows 8- UI, BIG FM created an extensive 360 degree plan which included on air and on ground and digital promotions. It resulted in more than 1.30 L demos over a period of 6 days.
35. When it comes to radio in India, 92.7 BIG FM is the Largest FM network and your ideal choice 45 stations reaching over 4.3Cr listeners across 1200+towns #1 station in Delhi, Bangalore & Kolkata Widest presence and reach in Hindi Speaking Markets Offers a powerful combination along with its TV channels Spark Punjabi & BIG Magic Better CPTs ensure great return on marketing investment Summing up
36. BIG caseStudies
37. LUX BIG STAR STRATEGY OBJECTIVE To engage listeners with the profiles of the LUX Beauties on BIG STAR a syndicated show across HSM on 92.7 BIG FM. To bring alive/refresh the LUX connect of being the BEAUTY SOAP of the STARS through the ages A First Ever Integration This was the first time that the brand integrated into FM programming EXECUTION Dedicated 1 hour show alotted only to LUX across 16 markets RJ Anirudh talks about LUX beauty queens to his female/male fans Each day featured 1 LUX BIG star 4 segments(2min each) in 1 hour Radio – Promos, RJ mentions, Contest played with fans Time checks,weather/Stock updates played in the form of shayaris
38. DomexGerms ka the END STRATEGY OBJECTIVE To bring the germs alive on radio. Integrate the concept into regular and make them to cause disruption on the shows. Introduce “The End” song and create buzz To establish the relevance of germs and the diseases they spread Enhance the ToM and Salience of Domex as the solution to put an end to the menace of these germs Bringing the brand promise ALIVE Legendary music composer BhappiLahiri sang the specially composed song EXECUTION MEDIA VEHICLE USED A 2 phased approach was adopted Phase 1 Established the Germs as characters Make the germs wreak havoc on shows Phase 2 Enhanced recall with PehchaanKaun contest Integration with Aktor calling Aktor Teasers for song Unleash song in BhappiLahiri’s voice at High dB Radio – Promos, RJ mentions, Contest played with fans Digital- The Domex song viralled on Social Media
39. Active Wheel STRATEGY OBJECTIVE An AFP “Active Wheel Muskurahatein” was created . A 30 min show with a focus on UP/Jharkhand markets Wheel Muskurahatein A 3 month plan that worked so well that it was extended by another 3 months! To establish the brand amongst young middle class couples by becoming a part of their daily lives and engaging with them. EXECUTION The show had 4 segments created to bring alive core brand attributes with an engagement with the TG wherein couples come on air and participate The segments: KhushiKiBahaar, BaatHumaariTumhaari, FarmaahishAapki, SawaalJawaab on Wheel Radio – Promos, RJ mentions, Contest played with fans
40. Close up antakshari STRATEGY OBJECTIVE Bring alive the traditional game of Antakshari on radio by riding on the competitive nature of the game. Engage users across by getting cities to compete against each other Popular Bhojpuri star MANOJ TIWARI played host to Antakshari that pitted participants from 9 CITIES ACROSS UP To strengthen the brand association with it’s long term property in its focus market. To engage with the core TG of the brand i.e. Youth EXECUTION MEDIA VEHICLES USED The multi-phase activity saw participation through on-ground activation in malls, colleges etc. The selections were held in 9 cities across UP wherein 20 participants were selected , with top 2 being selected for each city The grand finale with 18 participants was conducted on Radio over 9 weeks Radio – Promos, RJ mentions, Contest played with fans TV- Extensively promoted on BIG MAGIC with a special finale episode
41. STRATEGY HARPIC BIG MEMSAAB OBJECTIVE BIG FM proposed an association with its Flagship property BIG Memsaab – an initiative that gives housewives an opportunity to showcase their hidden talents – giving Harpic a platform to directly engage with its consumers – the women of the household Create awareness and traction for Harpic-Toilet cleaner in Central India MEDIA VEHICLE USED EXECUTION The activity was organized in different phases. The initial phase consisted of on-air promotion, teasers and calling for entries and RWA activation followed by city finales and Mega Finale to get Big Memsaab Bihar, Big Memsaab Jharkhand & Big Memsaab MP. Two Big Memsaab got shortlisted from each state and made their entry to Grand Finale. Radio: Promos and teaser phase, RJ Mentions, Ad spots, Entry spots, Live OB Links Off-air activation: RWA Activations, City, Mega & Grand Finales, SMS Blast, Print Ads, OOH
42. STRATEGY PARLE-G RJ MARATHON ON BIG FM OBJECTIVE BIG FM conceived RJ Marathon to promote Parle G’s core proposition of mental ability and physical stamina. Radio’s potential was maximized with the non-stop RJing concept as it tested RJs mental and physical stamia To promote Parle G for building Mental Ability and Physical Stamina. MEDIA VEHICLE USED EXECUTION RJs targeted at 92.7 hours of non stop marathon, Chennai’s RJ Dheena who targeted 168 hours (7 days) to break Guinness record of 138 hours. RJ Marathon was executed on-air through brand integration in show elements, Parle G Olympic Genius Contest, Parle G Energy Breaks for ad breaks and Parle G Energy Songs Radio: Content integration, RJ hosting show for at least 92.7 hrs and promos. On ground activation in malls and RWAs. PR in print, television and social marketing
43. STRATEGY HORLICKS MELE KA BIG STAR OBJECTIVE Creation of Mele Ka BIG Star, a platform covering the biggest melas of the Hindi heartland providing a unique opportunity to regional talent to go beyond the local mela and showcase their skills which to the entire country. To create a platform for the Hindi heartland that mixed entertainment with local flavour thereby resonated with both audiences in urban & rural regions and in turn exciting marketers MEDIA VEHICLE USED EXECUTION The publicity phase covered more than 200 towns & villages and subsequently the on ground auditions were conducted at 10 melas across UP, MP & Bihar and identifying talent from these places for a reality television series. Special engagement zones were created in the Mela grounds with sponsor branding. The TV series was broadcasted on BIG Magic Promotion through RJ mentions, spots etc on BIG FM, promos on BIG Magic, On ground promotions included branded zones with special canters, signages in the mela grounds.
44. #SunoSunao The Best of Our Programming Is Just a CLICK away!