Ishq FM's omnichannel approach has huge potential for brands' content needs

User engagement is key objective brands want to fulfil through content marketing. Radio as a medium has a massive reach in every nook and corner of the country. But believers of content marketing still hold a few doubts about the engagement metrics of the medium and the entertainment factor of content produced for radio.

Breaking such myths around the scope of branded content and content marketing are today’s radio channels. They are re-inventing to match the requirements of new-age marketers and producing engaging, entertaining, unique and multimedia content.

Shivangini Jajoria, National Head, Operations of Ishq FM, told BuzzInContent.com that radio today is not just audio media but takes an omnichannel approach to engage with the audience and why marketers should invest in radio content.

Digital has the maximum potential to engage with consumers and hence the channel produces content tailored to the medium. Gauging at an early stage the potential of podcast in India, the ‘romantic radio channel’ is getting into podcast content creation.

Jajoria said, “We are content creators, so we've been creating audio content till now. Our content is already going multimedia because listeners are exposed to so many types of media. Much of our content is available on our YouTube channel so that it can be consumed 365 days a year. And if there is content that is worth showing to the world, it should be there on other media channels. We are working towards entering the podcast arena as well.”

The radio industry is changing and listeners are exposed to all kinds of media. And to keep pace, radio channels must be literally present with its content everywhere.

The channel has in the past produced some successful branded content shows that are available on its YouTube channel —‘Calling Karan’ with Durex, ‘What Women Want’ with Dabur Amla, and ‘Full Throttle’ with Cars24. 

Radio streaming is now possible on devices such as Alexa. Jajoria said AI with radio has a long way to go. “Let's not restrict ourselves to the radio. It doesn't matter whether you're actually tuning in your car, or you have a transistor. The medium of consumption doesn't really matter. As long as you're getting local or relevant connect with your radio station, it is being consumed through other mediums as well.”

Storytelling on radio reaps good benefits for both radio channels and brands. Though radio channels do run on RJs, who are considered local heroes for every region, when a celebrity name is attached to a show, listeners do find another reason for being all ears.

When asked how the team decides on which medium to put the content first, she said, “When we are creating content for radio or for other media, we do not restrict ourselves to the medium. The first thing we do is to come up with ideas and then we see how diverse the idea is and on which media it can go on to. Whether it has to be an on-ground activation or should be on digital medium.”

She said brands are open to exploring content integration options on the radio like any other channel. If the brand wants to restrict itself to a particular audience, it will go for only radio. But if the audience is across geography, it will go for radio plus other mediums.

“We develop content that is relevant. And while we think of ideas, if it syncs with other clients, it can be integrated. And whenever a client gives us a problem or an objective, we also create content for them. It works both ways. ‘What Women Want’ was content that we made from the brand's point of view,” she said.

So what kind of ROI are these shows generating for the channel?

Jajoria said a client coming back is the best way to measure ROI. She said, “Nobody wants to put money again if they didn't see the effectiveness of the campaign. We have clients who come back on all three stations. We are present in a very clutter-free environment with clean listening, which is something unique that we offer. There is a lot of participation from the audience's end as well across the demographic that we're reaching out to.”