The Association of Radio Operators for India (AROI) has launched a 'radio evangelist' campaign to highlight radio's effectiveness, especially for delivering localized messaging.
The campaign has been conceptualized by MPG and designed by Euro RSCG. It is currently a print campaign and will soon be adapted to radio. The campaign draws comparison between print and radio and emphasizes that radio is gaining popularity, and is taking over print media. The campaign targets advertisers and media planners.
Apurva Purohit, president, AROI and CEO, Radio City 91.1FM said, "Contrary to popular belief, radio is more effective than print for local impact and not only reaches out to more people than print but it is also far more cost effective with a far-lesser CPT. Radio is 'the' targeted media vehicle which delivers desired message localized to the specific requirements of each market like no other medium. And that is one of the key messages our campaign drives home."
Prashant Panday, SVP, AROI and CEO, Radio Mirchi said, "The campaign is really an attempt to position radio in the minds of advertisers and media agencies – that it is the biggest local medium – way bigger than print in terms of reach and that it is cost effective in terms of CPT. This is the first time that AROI members have come together in pushing the cause of radio collectively."
Tarun Katial, SVP, AROI and COO, BIG 92.7 FM said, "I truly admire America's popular electoral 'Change we believe in' campaign because it accurately depicts the changing media scenario in India. The Indian radio industry has increasingly registered an unprecedented leap in overall growth through expanding networks, adding millions of listeners and proved to be the largest mass localized reach medium compared to other mediums. AROI's Radio Evangelist campaign will set a mile-stone in creating awareness about the panoramic change the advertisers will see. Compared to print, radio is even more relevant for advertisers to plan their spends in the current economic downturn."
