In a discussion on how agencies can use radio in a more creative way, panelists agreed that it was time for advertisers to take the sector more seriously.

The discussion – ‘Art of Engagement’ – was moderated by Ashit Kukian, President and COO, Radio City, and featured case studies and useful scenarios from the radio industry.

The panel discussed the need for creative agencies to re-look at the potential of radio as an integral communication tool.

Kukian asked whether there still was a lack of recognition for radio and whether clients and agencies refused to realise the creative potential of radio.

Ashish Khazanchi, Managing Partner of advertising agency Enormous, responded: “(Producing radio commercials) is seriously hard work and we are not exposed to enough great work to inspire us.”

“Most people in agencies are trained to think visually, so it is difficult for some of them to write (f0r) radio,” he added.

Ajay Parihar, Deputy General manager, Marketing, Dabur India, explained how his businesses used radio, saying: “Our brands go beyond metros, so we like to use radio as it connects locally, but it requires creativity and needs to give us business as well.”

Maulshree Joshi, Creative Head – Content, GroupM ESP, said: “Our role is to show value in media mix for radio. The moment it gets boring, you lose audience. Content is more important for us.”