Radio City powers up its activation cell

If there is someone for whom the economic slowdown has proved to be a blessing in disguise, it is the people in activation. Many companies going through a slump are focusing on cost-cutting measures. But there's one company that is working on strengthening its operations and increasing its workforce.

Radio City 91.1 FM has roped in Sheetal Mehra to head the national sales for its activation cell, Radio City Connect. Mehra will report directly to Ashit Kukian, executive vice-president and national head, sales, Radio City.

The activation cell of the FM station has been working on increasing its staff, increasing the number to a solid 35, since its launch one and a half years ago.

He points out that BTL is fast becoming a favoured advertising medium, given its ability to deliver innovative advertising solutions at a comparatively low cost. Says Kukian in conversation with afaqs!, "Today, most of our clients are looking for maximum returns from their spend. Below-the-line gives them localised focus and a chance to target revenue driven markets. Add to it the far reach of radio stations, and you have the perfect brand communication."

Some might consider this a long target, but Radio City Connect is serious about it. The activation cell is working hard to update its service portfolio. Unlike many other radio activation cells, it provides integrated services to its clients – from sharing the brand's brief to developing the concept, executing the campaign and, in some cases, even providing the post-activity effectiveness measurement.

Kukian remarks, "Turning the campaigns into club-work is a mutually beneficial exercise. It amplifies the campaign and gives our clients a far better reach than a mere, say, mall activity would provide. Clubbing the two media provide the campaign the much-needed consistency of communication both on-ground and on-air. It’s a great traffic amplifier."

When asked if the station's biggest asset, their RJs, are also used to act as crowd pullers, Kukian says, "Most of our clients are aware of the potency of using RJs in on-ground activities. Therefore, depending on their needs and our judgement, we do bring out our RJs on ground."

Mehra has more than 14 years’ work experience in sales media spanning print, radio and television. A postgraduate in psychology and a specialist in marketing management from Mumbai University, she has worked on many brands, including Mid-Day, Indian Express, Zee TV and STAR India.

As for Radio City Connect, it has clients such as Nokia, Vodafone, Marico, Ford India, Kotak Mahindra and Idea Cellular.