Category: Marketing

Developed by Mudra Communications, the new campaign has ‘Dimaag‘ and ‘Dil‘ as the leading characters with ‘Dil‘ winning over MY FM‘s audiences.

With this launch, not only the content and packaging of the campaign has undergone transition, but the radio station has also upped its programming and music content for various regions.

Based upon a survey conducted by My FM, programming, music and sparklers have been individually developed for each region to suit the desires and preference of the audience.

16 Always will air between 11 am and 2 pm in Bhopal, Indore, Jaipur, Chandigarh, Raipur, Nagpur and Ahmedabad. Dil Chahta Hai, a request show, will be broadcast in all the 17 stations from 2-5 pm. Naughty Raatein will be aired from 11 pm to 1 am. The show will be aired in all stations except Amritsar, Chandigarh and Jalandhar.

Additionally, My FM has also introduced new weekly segments. Jo Hukum Mere Aka is a morning drive time segment wherein RJs will do anything that the listeners call up for.

Aankh Khuli toh Dil Yeh Bola is another morning segment where RJs will speak up and discuss issues of public interest with the listeners.

Dil Ki Bhadaas is an evening de-stressing segment where the RJs will be hearing out listener calls. Loudspeaker, meanwhile, will focus on regional and close-at-hand issues and discuss solutions.

Based in Hong Kong, Tarrant will be responsible for driving revenue growth and developing strategic sales initiatives for TV and digital sales across BBC World News and bbc.com in Hong Kong, Macau, Philippines, Japan and Taiwan markets.

BBC Worldwide Channels Asia VP, ad sales – Asia and Australasia Sunita Rajan says, “We are very excited to have Kerry on board. Her extensive experience, skills and insights will contribute to our next phase of growth which will include introducing commercial opportunities for new products in the BBC’s portfolio of TV and digital assets.”

Prior to joining BBC Worldwide, Tarrant was at CNBC, based in the UK and Europe. In the advertising department there, she had a portfolio that spanned the UK, Eastern Europe, Russia, Middle East and Africa, managing and growing blue chip clients in the region.

Said The Nielsen Company MD South Asia Partha Rakshit, “The primary reason for conducting Nielsen UMAR was to obtain first of all a realistic estimate of this segment, and secondly, to profile their media and consumption habits. There is no study today in India which provides an accurate estimate of this target group; large scale surveys like the NRS and IRS grossly underestimate this segment as their sampling procedures are directed towards a mass audience and not specifically to this segment.”

The survey has initiated a new method of defining ‘affluence‘, based on lifestyle and consumer durables‘ ownership of a household rather than monthly income and education which are the main parameters of defining socio economic class (SEC) and are inadequate to cover the consuming disposition of an individual. The variables considered for lifestyle mapping were employment of domestic help (maid/driver); holiday trips abroad; and dining out habits. For durable ownership, the variables that were considered are laptop/desktop, air conditioner, car, television, microwave, washing machine, and number of family members with internet connection at home and the type of connection used.

Three distinct segments of affluence emerged by such lifestyle and consumer durables mapping – upper middle, upper-upper middle, and rich. The grouping was done based on the ownership of a car, a computer, an LCD, and a holiday abroad.

The Nielsen survey estimates a total of 2.5 million affluent households in India, of which 2.2 million belong to the upper middle segment-households that own a car and a computer, but without an LCD and a holiday abroad. Upper-upper middle segment consists of about 0.2 million households and are the owners of a car, a computer, an LCD, but miss a holiday abroad. The rich segment makes about 0.1 million of the households in the affluent pie, all of which are the proud owners of a car, a computer, an LCD, and also a holiday abroad.

Rakshit added, “The Nielsen UMAR survey followed the premise that income is usually understated by the rich and wealthy in society and to categorise the target consumers that we wanted to reach, SEC was also an inadequate classification. We needed something more tangible to identify the affluent segment.”

While the total spend on network TV shrunk by 7 per cent, the study states that spot TV in the top 100 designated markets fell 17.4 per cent.

Spending on national newspaper was also cut down by 23 per cent while that of local newspapers dipped by 13.2 per cent.

For magazines and national magazines, ad spending fell to a little over 21 per cent while the locals saw a 25.4 per cent dip. Spendings on business-to-business publications plunged 32 per cent. Internet ad spending too slipped by about 1 per cent.

Interestingly, the only category to walk up the growth ladder was cable TV which saw an improved ad spending by 1.5 per cent. However, this impetus in growth came from the second quarter of the year as cable spending was down nearly 3 per cent at the end of the first quarter. Spanish-language cable spending grew 0.6 per cent.

Talking about product categories, Nielsen reveals that though automotive ad spending was pushed down by 31 per cent, it remained the largest product category at $3.7 billion.

Also, pharmaceutical ad spending fell 11.3 per cent while furniture stores saw a 3.6 per cent slide.