MUMBAI: Traditionally, advertisers tend to spend more during the festive season (October-December quarter) and Radio always remains essential part of an advertiser's media plan.

Many brands pump in money on new festive promotions during this period and look at the radio medium because of its reach and fastest 'go-to-market' ability that makes it the most cost-effective medium.

On an average the radio industry is expecting a jump of 20-30 per cent in the ad revenue during this festive season.

My FM CEO Harrish M Bhatia says, We are targeting a 30 per cent growth in revenues this festive season. Festivals in general see increased advertising spends by brands across media. Players that provide customised content integration stand out and My FM has always been at the forefront of offering innovative solutions for its advertisers....

Red FM 93.5 Network senior VP- projects and programming Nisha Narayanan puts it obliquely, The festive season is just picking up momentum. We expect a healthy double digit growth during this festive season....

Chennai LIVE COO Prem Kumar is expecting a 20 per cent rise in its revenues this year. Agreeing with Kumar, Eastern Media (Radio Choklate) director Monica Nayyar Patnaik adds, "Our ad hike would be around 10 – 15 per cent for new clients. Our plan is to get business in terms of volume, sponsorship and BTL activities....

To catch the ongoing Diwali buzz, the radio stations have created consumer-engaging and festive based programming.

92.7 Big FM has created efficient content across its 30 markets to gratify customers on Diwali. A game format �Diwali Ke item Bomb' is one of the major initiatives of the station. It is an on-air / on-ground game where listeners get to spin a roulette wheel and if they are lucky they win a goody bag. The contest is linked through item songs with interviews of bollywood celebrities. A digital app will also be launched soon by the station.

For Diwali, Big FM's core strategy is to provide the biggest platform for brands to leverage and contests where listeners get to win by playing games with the RJs in the studios as well as on ground. A lot is in the pipeline on the digital, mobile and on ground front for Diwali. You can expect a lot of excitement and buzz around Diwali,... says 92.7 Big FM business head Soumen Ghosh Choudhury.

Red FM has also organised a number of activities across its 49 stations, Narayanan says, The network celebrates this Diwali in the true â€?bajaate raho' style! The common man to the celebrity will watch out for fun and laughter on Red FM.  While every station will play contests – Red being the spirited, fun loving, funky channel it is – will make sure everyone wins!"

This festive season My FM has targeted all its 17 stations with two specially designed properties– �Jagmag Diwali' and �My Diwali Happy Wali', while Radio Choklate has initiated its new offerings in Cuttack and Bhubaneswar like a musical concert named �Tare Jamin Par' with live performances from Ollywood celebrities.

To market and promote the new festive offerings stations have devised various ATL/BTL activities.

Radio Choklate intends to use its in-house verticals like in print �Sambad', in Television �Kanak TV' and OOH across cities, and standees at shopping malls.

While radio would be the core delivery medium for Big FM,  the station will also use print, TV, OOH, Digital and social media.

Red FM believes in owning each campaign with their undeniable stamp! We have plans in the pipeline that will ensure 360 degrees impact with Cinema, SMS Bursts, Tie ups, Mall activation, On -ground activities, Contests and Social Media. Let me put it simply - Love it hate it – you would not be able to ignore it!... says Narayan.

The radio stations have designed innovative and clutter breaking promotion concepts as well to integrate advertisers making an appropriate platform for brands to associate with.