Tandoorsti ki rakksha karta hai Lifebuoy, Lifebuoy he jahan tandoorsti hai wahan or Khao Gagan raho magan or the dictate to buy Shudh Ghee, Mohan Ghee. Who can help but smile nostalgically at these jingles? For most Indians who have grown on a healthy dose of Vivid Bharti and 98.3, these are like background scores. In fact, if one were to enunciate a single word or phrase from these jingles, one would know entire communication instantly. It is as effortless and as reflexive as Jack and Jill. Interesting? Surprising? Why? Let us ponder over these questions and attempt to seek some decisive answers.
Communication and message content have evolved in a revolutionary manner in the last two decades. The marketer is looking at innovative ways of establishing a foothold in the consumer’s mind space. For this he doesn’t leave any stone unturned and bombards the punter with messages aimed at any or all his five senses. In this topsy-turvy world of experimentation and creative expression, there is one medium that stands tall and straight — weathering the squall of multiple on-slaughts. The medium is the radio.
Friends, Indians and country men, are always ready to lend their ears to this broadcast. There are also no two opinions on the established supremacy of the spoken word — the oral message — which once spelt out is received and processed almost instantly.
What is interesting about the radio is that it has stayed constant, even though there has been a sea change in the structure of the content and the delivery speed and clarity. Just like all other sectors, there has been an opening up of this industry as well. The listener who was starved for choice yesterday, with the traditional and comfortable giant, All India Radio, has an array of options today with new players, new programme structure and state-of-the-art delivery modes, each one vying for the listener’s attention and share of his ear.
There is the friendly neighbourhood Nitin and Pallavi, Saurabh and Anant. The agony aunts and Dr. Love, who are there to offer a willing shoulder to cry on. Then there is Sud and the chachas and the mausis, the jokers of the pack. What entertainment and what amazing reach!
The traditional radio is still a greatly valued proposition which has evolved to match the personality of the New Age listener. For chatur, samajdhar investors there are flats available at prime locations, both in the city, in the suburbs and in nearby towns within a radius of 25 to 30 kilometres. The promises are of easy finance, “A”-one construction, trustworthy builders and greens for the kids to play. You are also advised on investing in insurance schemes, mutual funds, precious metals etc. The tone is conversational and advisory, the voice deep and calm. The time — early morning or after office when you are alone; in no man’s land between the work place and home… This is reflective and receptive advice.
There are also commodity ads for cement and saria (iron); mobil oil and paints; products which are profession specific and utilitarian. These need nothing beyond a Main hun naa – a simple brand recall exercise — in the lingo of the user/ buyer, so that they register better.
Then there are a whole chunk of Pink ads — all targeted towards the lady buyer — from Mugli Ghutti to Mohan Ghee; from Dettol to Lizol; from sale information and deals to the latest soap opera. Again the tone is conversational, sounds like your friend next door and the ad is in the regional lingo.
Aaj ki taaja khabar, aaj ki taaja khabar — it could be Mother’s Day, or Sachin Tendulkar’s birthday, it could be the IPL or the school Board exams. Whatever be the latest is woven into the entire day’s programme. How does it help? Interspersed in these daily updates you have advertisements. So when one is evaluating a current event, a brand gets registered in the subconscious. Mission accomplished.
Besides being commercially correct the radio channels are also community conscious. The state CM wishes you the best of luck for the exams; the superstars and the cricketers remind you of the polio shots for your child. The Municipal Corporations advise you on sanitation and hygiene: not to use plastic bags and not to waste precious water. Register your tenants and servants; be cautious of suspicious packages and pay your taxes on time.
Even though it is nondescript and almost invisible, like the mythical Saraswati amongst the powerful Ganga and Yamuna, its contribution to communication, whether market driven or social, is enormous.
The medium is as fresh as your daily bread, as ‘wicked’ as the forbidden fruit, as frugal as a housewife and as wise as grandma. Whether it is the connectivity of Facebook or the innovation of Twitter, the radio can always be trusted to Halla Bol in its own inimitable way!
The writer is Professor Marketing, International Management Institute
(IMI) Delhi