MUMBAI: Reliance Media World has launched BIG Impact, which is a classified ads service on radio.
BIG Impact will introduce first-time radio advertisers to a virtual radio classified section, allowing them to communicate concise advertising messages to their target audience, through a cost-effective format. Clearly differentiated from the regular advertising, these advertisements will be 10 seconders, with clear message given out on a bed of music and will be aired between 12 – 6 pm. To ensure they are reaching out to the appropriate advertiser, Big Impact has entered into strategic alliances with local classified print depots.
The format is simple, the local classified print depots recommends radio benefits to their classified advertiser clientele and brings them on board the aural advertising experience. They will thus work in a format similar to that of a DSA Network, which has proven itself as an excellent sales format across several industries. Once the Client chooses to use the very effective radio medium, 92.7 Big FM’s creative team meets with the Client to understand the key communication, analyzes the data, produces a voice-over radio advertisement, seeks client approval and then schedules it on air, thus becoming the one stop shop for all radio advertising requirements. The 12 – 6 pm slot works excellently for both businesses, given that radio can offer the best rates for 10 second advertisements during this time and the advertiser can reach out to optimal audiences given that their target group, largely known to be housewives and youth, dominate this time slot.
Reliance Media World senior vice president – sales Praveen Malhotra said, "Through BIG Impact, we offer the benefits of radio to SME’s and retailers who are looking for cost effective media options to reach out to their audiences while closely monitoring ROI, but lack expertise. Through this initiative, we are bringing in a huge advertiser community who can use this format effectively to their business advantage, while opening a new source of revenue for radio. World-over this format of advertising is milked excellently by radio, and in India, we are confident that this business format will work to our advantage."
Unique Publicity’s Avinash Mishra added, "The trends in media are fast changing and in this the share of radio will only increase. Today’s clients need 360 degrees solutions, which deliver results. BIG Impact is a sharp product that caters to this need. We are delighted to be a BIG Impact partner with a radio network and a group that has a vision in developing solutions that are needed and giving practical support to partners like us."