What are the three key strengths that define Radio Mrichi?
PP: According to me the key strengths are the brand; programming team and RJs; consistency of approach towards brand building. No one else has these magical elements. AG: Radio Mirchi has been consistently leading in various towns, what accounts for that advantage? PP: Our leadership is testimony to the strength of the programming team. It’s a natural result given the creative efforts they put in. We could surely do better in a few markets and we will get there soon. AG: Do you think advertisers are using the medium effectively? PP: I think advertisers are becoming savvier by the day. Today, the quality of radio creatives has improved dramatically. Clients have understood how to use radio. While some use it as a top-up for their TV or print plans, many others use radio for what only radio can do: offer customized creatives for different regions and for different day-parts. Radio can help effect the integration of brand with programming in a way that makes the brand come alive. And acti
