Shashank Srivastava, CMO – Maruti Suzuki India Ltd, shares his views on why his company sponsored the Uninor Mirchi Music Awards 2010 powered by Karbonn Mobiles this year, and how it uses both, Radio and Music which are integral parts of its marketing plans.

What do you think about the Mirchi  Music Awards – as a tribute to the best and most popular Bollywood Music in India?

Mirchi  Music Awards are the only awards dedicated to Music, which is so integral a part of the Indian psyche and temperament – in fact, it is the biggest influencer in a common man's life in India. I am happy that Radio Mirchi has done a Award specially only for music.

Why did sponsored the Uninor Mirchi Music Awards?

Creating Customer Delight is not a recent discovery for MSIL;  rather, the expression finds its roots in the company vision. Taking forward the same spirit, MSIL  is committed to serving many more customers through numerous ways, and being a part of the MMA has been one such significant step. India and Music are very closely woven together. Every Indian has a view point about Music, and there is so much talent around. MMA touches this part of us. MSIL has always believed in Innovation and Creativity, and MMA is an award which is on the innovative platform of  awarding great music.

How do you use Music to promote your brand?

Music is a very youthful platform which we have been utilizing to promote our brands. We have been associated with musical shows, we have sponsored rock concerts and other musical forums.

How -- and how strongly -- do you use Radio as a medium for marketing? What percentage of your media spends find their way to Radio?  How have you used Radio Mirchi as a marketing medium, and to what results?

Radio is a very important medium for us for the simple reason that the medium gives us reach and also creates engagement opportunities at a local level. We use radio extensively across most of  our brands; we do a lot of regionalization to harness the platform effectively.

Planning for any radio channel is done basis their reach and engagement opportunity for our target audiences for specific needs. Like others, Radio Mirchi has also been a part of our media mix and has delivered good results.

Have you created any specially / exclusively-for-Radio advertising for your brand? Pls give an example / examples.

Radio as a medium gives us the scope to think of innovation and that too at a local level with a local flavour. MSIL has been at the forefront on creating exclusive properties on Radio such as  Maruti Suzuki Traffic Beat (MSTB) on Radio Mirchi... and many others.

Coming back to the awards, please share your views on the composition and quality of the jury  of UMMA?

I am happy that these awards have a jury that is the perfect panel for the job… We were always sure that the distinguished Jury Members -- veterans and maestros of the Indian film music industry – would be scouting and anointing  the true Gems of the Music industry through these awards, and I feel they have done that.

What do you think of the fact that the UMMA focused  on purely musical entertainment at its live event?

Musical entertainment is what suits the occasion the best, and this year's line up has been very exciting and had a great mix of artists.

Two of India's most popular and best singer-anchors, Shaan and Sonu Nigam, anchored the live event this year. What did you think of it?

I was very excited and was looking forward to seeing them anchoring the musical way, and I  must say it was a great experience.

Anything else about MMA and / or the association your brand has with it that you might wish to share with us.

The event brings a smile to lives of the common man through music, and MSIL does the same through its cars.