Wednesday, December 06, 2006

Radio Indigo: Thinking different

In a recent interview in Brand Equity, Jean Marie Dru, CEO of TBWA Worldwide, says it is more important to do things different rather than do things better.
And that’s not rocket science.
Differentiation has been a key lesson in almost every marketing textbook since marketing was born.
So why does Dru still harp on it?
Because most of us still haven’t learnt the elementary lesson.
It’s visible in the Indian print media. DNA launched with much hype and hoopla, focusing on bettering Times of India, not being different from it.
When STAR Plus took the #1 slot with KBC, Zee and Sony tried to hit back with “better” rather than different offerings – both (expensive) game shows that bombed. Now all the channels are getting on to the reality show bandwagon, hoping to better each other.
And we’re seeing the same strategies on radio.
Each channel is trying to be “better” than the other, not different.
That’s why all of Bangalore talks about Radio Indigo.
It’s different.
Not for them back to back play of packaged Hindi songs with the RJ’s contribution being limited to links.
Indigo plays no Hindi music.
And that means that their potential audience shrinks incredibly. But those who do listen to Indigo are loyal, sticky and supportive. And Indigo is selling commercial time at a commercially viable rate.
Indigo, by focusing on English is charting a brave course for itself.
Or are they?
Perhaps it’s a lot easier to be different than to be better.

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