Year-ender 2021: 'RJ-led influencer marketing will take centre stage'- Ashit Kukian

Campaign India is ending the year by asking industry leaders about what this year taught them and an outrageous prediction for 2022.  

Here's what Ashit Kukian, CEO, Radio City, had to say:

Your stand-out moment or learning from 2021?

Nothing can be more true than the age-old adage 'nothing is permanent in life'. And this has been the case for all businesses in 2021, especially in the post-pandemic age, wherein brands had to re-orient, rethink and re-strategise given the fact that there was a sea change in consumer behaviour. There are enough examples of how this led to organisational rethinking, with companies changing their course in the middle of the pandemic to adapt to the current times. The results of this changed behaviour will be more evident two years from now. The one's who have been nimble footed will see themselves doing far better than the laggards.

For us at Radio City, change is the only constant and is an order that runs in our veins. For us, each day is a new product. And that has helped us to adapt ourselves to the changing needs and keep ourselves abreast for our listeners, who continue to choose us as a preferred destination for entertainment, as we continue to offer listeners the very best of radio. 

An outrageous prediction for 2022? 

RJ-led influencer marketing will take centre stage, with more and more brand marketers seeing the role powerful influencers play in shaping consumer choices. RJ influencers bring in trust and credibility because of the core of the radio medium, which is built upon a strong personal connection and building a genuine relationship with listeners. It is an impactful marketing tool, as opposed to traditional social media influencer marketing, owing to dwindling credibility.

Also read: 

Year-ender 2021: 'Bravo advertising industry India' – Piyush Pandey

Year-ender 2021: 'TV and digital will grow and content will glow' – Megha Tata 

Year-ender 2021: 'We will start going to space for a day trip' – Malaika Arora 

Year-ender 2021: Swati Bhattacharya on the one thing that will drop from case videos 

Year-ender 2021: 'We will see whacky, fun, bizarre humour again' – Prasoon Joshi

Year-ender 2021: 'AI solutions will start becoming mainstream in 2022' – Apurva Chamaria

Year-ender 2021: 'We have done magnificently well to bounce back as an industry' – Rana Barua 

Year-ender 2021: 'I have improved my social media presence considerably' – Hrishikesh Kannan

Year-ender 2021: ‘We shall see a Metaverse radio world’- Abraham Thomas

Year-ender 2021: 'This year has memories that I will always learn and lean back on' – Babita Baruah

Year-ender 2021: 'We will have to prove our worth to the planet' – Poran Malani

Year-ender 2021: 'Believe in people, their resilience and their creativity' – Gautham Narayanan

Year-ender 2021: ‘We aimed at bringing about a change in attitude towards vaccine hesitancy’ - Prathyusha Agarwal

Year-ender 2021: 'Hopefully, the only mask we will need to know of, is the one you wear to a masquerade party' - Anil Nair

Year-ender 2021: 'Policymakers will take note of long-pending requests from the radio industry'- Nisha Narayanan

Year-ender 2021: 'New age Indian brands will be seen adopting metaverse advertising'- Rahul Mishra

Year-ender 2021: 'The relationship between real and virtual is growing more complex' – Titus Upputuru

Year-ender 2021: 'We have started our walk towards having more global champions' – Rahul Trehan

Year-ender 2021: 'Don’t take anything for granted' – Sam Balsara

Year-ender 2021: ' Traditional retail will be back with a vengeance' – Ninad Umargekar