RadioandMusic
| 12 Jun 2021
icustommadeit.com taps radio to expand reach in tier II and III cities

MUMBAI: Pune-based online customised merchandise company -icustommadeit.com, has taken to the radio medium to generate buzz.

In spite of having a strong presence in digital, the $250k-funded company joined hands with Red FM for its first week–long campaign.

The campaign was launched in Delhi, Mumbai and Pune only on Red FM and the company seems to be more than satisfied with the outcome. For its maiden campaign, only three cities were selected as the company received more traction for these cities as of now. Pune was the first choice as decent traction comes from there.

The campaign includes six jingles with a catch line ‘Jo Bhi Chaho Banwa Lo’ or ‘You think it. We make it,’ which is also the USP of the company.

On 17 August, the jingle was launched, which was created with an agency based in Pune. On launching the radio campaign, icustommadeit.com founder and CMD Raj Iyer said, “It is enthralling to reach an outsized set of audience and establish a deeper connect with the listeners who are our potential partners.”

Divulging more on the campaign, icustommadeit.com business development manager Abhiraj Kulkarni added, "Our website was launched about three months ago and we wanted to create a stir around it. We intend to reach out to the listeners and broadcast that we have arrived. We made a conscious choice to launch a radio campaign as the medium is mobile source of entertainment and of course has greater and deeper reach."

Further, commenting on the response, Kulkarni added, "It is thrilling to witness a 60 per cent augmentation in the footfall of online visitors within two days of going live on the radio. It has turned out to be a great opportunity that has fetched us advanced brand visibility and we are more ‘seen’ and ‘heard’ now."

Speaking about the need for six jingles in the ad campaign, Kulkarni said, “We aimed to cater to different segments of audience by broadcasting a mixed set of crisp and bi-lingual jingles. The number was not a criterion. However, we wanted to have a fine mix of ads that simply conveyed what we do.”

Apart from its radio campaign, the company has also unveiled digital promotions and has managed to get five - six per cent organic growth.

Three-month old, icustommadeit.com is ideating more radio campaigns, which will be rolled out in the near future. Kulkarni affirmed, “We are open to exploring opportunities with other popular radio stations across tier II and III cities. Apart from radio, we are also contemplating venturing into print and other digital media avenues.”

From clothing to accessories, furniture to music equipments and more, the website has everything customised as per the needs of customers, which are divided into 33 categories. However, there is one category, which could be of interest for guitar fanatics - the 900-year wooden hand-made guitar, which is priced at Rs 1,75,000. The lowest priced guitar with minor customisation is priced at approximately Rs 6000. Yet another category of interest is the violin, which starts from Rs 5310.

As part of the future plan, the online customised store plans to open its door to more creators and make the store friendly for customers across the globe.

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