1. THE INTERNATIONAL INDIAN MONITOR TM
A GUIDE TO HOW OUR LISTENER IS IMPACTED BY YOUR BRAND
IN THE 3 LARGEST CONSUMPTION MARKETS. DELHI. MUMBAI. BANGALORE
FINANCIAL BRANDS

2. INTERNATIONAL INDIANS
THE INTERNATIONAL INDIAN MONITOR
Radio one is the only international radio network in India that super engages 25 million upscale educated Indians
both on air and on social media
An audience we like to call
INTERNATIONAL INDIANS

3. OUR AUDIENCE
International Indians are India’s most influential consuming class
The buy what they think is the best.
They influence choices of those around them
We created the International Indian MonitorTM to help your brand understand its ‘share of preference’ in this valuable audience

4. International Indian Monitor TM compiled
How is the
International Indian Monitor TM
compiled
We asked our listeners to advise our on air hosts on what “brand choice” to make through on-air questions and then their responses
were directed to our social media pages
We have over 1.3 Million fans on our social media pages in Delhi. Mumbai .Bangalore !
Listener response has been outstanding because our listeners :
A ) LOVE our hosts and genuinely want to help them decide on brand choices!
B) Our listeners are always super engaged with the content on our stations
on air and online and consume such an exercise as ‘content’ and not ‘commercial’

5. Let us see how our listeners , your buyers
reacted to simple questions by us

6. EDITION : BANKING SECTOR
INTERNATIONAL INDIAN MONITOR
EDITION : BANKING SECTOR
The 2 questions that OUR HOSTS asked
Can you help me decide ?
1. Can you help me decide if I  should put my money into a fixed deposit or buy mutual funds & why?
2. Can you help me rank the most trusted financial brands and why?
Share of Preference data and insights
will help your brand decide how innovative it needs to be
with our audience, your buyer

7. OUR POPULAR HOSTS IN 3 CITIES
WHO ASKED LISTENERS FOR BANKING & INVESTMENT ADVICE
HRISHI K MUMBAI
KAY BANGALORE
CHRIS DELHI
MELBIN DELHI
ERICA MUMBAI
JANE BANGALORE

8. RESPONSE ANALYTICS Cumulative reach 1,72,833 LISTENERS
Total engagement rate %
Total likes & total comments 47,290
On a reach of a large sample of 1.7 lakh upscale & super enagaged audience in Mumbai, Delhi and Bangalore! 88,874 ACTIVELY ENGAGED AUDIENCE helped our hosts in 3 cities decide preference of financial brands with a superlative engagement rate of 30.82% ! This clearly shows how upscale listeners of 94.3 Radio One are actively seeking various finance & investment options and are articulate influencers of the brands they love.
They shared their detailed views on mutual funds v/s fixed deposit with valid reasoning.

9. MUTUAL FUNDS VERSUS FIXED DEPOSIT
PREFERENCE RANKING AND SCORE
OUT OF 100
MUTUAL FUNDS VERSUS FIXED DEPOSIT
Preferred Choice

10. Change in Investment Trends-Reasons Reasons for Choosing MUTUAL FUNDS
PREFERENCE RANKING AND SCORE
OUT OF 100
Change in Investment Trends-Reasons
Reasons for Choosing MUTUAL FUNDS
Response in %
Higher/Better returns 38
Easy & Tax-free withdrawals 17
Smart Income 14
Beneficial for a longer run
Better Interest Rates 5
Professionally Managed 4
Equity exposure/Industry regulations/Disciplined saving format 3

11. Mutual Funds v/s Fixed Deposits
The top 5 reasons for which upscale listeners
of 94.3 RADIO ONE chose
Mutual Funds v/s Fixed Deposits
 Primary reasons for investing in Mutual Funds
Fixed Deposits
Mutual Funds
The core belief behind investing in Fixed Deposits is the less exposure to risks and safety of the funds
A clear preference for Investing in Mutual Funds shows that Radio One upscale audience wants to multiply wealth rapidly than ever with quick and better results
Fixed assured returns in comparison to Mutual Funds is also a criteria that the audience chooses while deciding upon investment.
Mutual Funds are professionally managed by new age financial brands with designated fund managers thus minimising the risk otherwise in fluctuating market conditions
Stability on returns also acts as a catalyst while deciding upon an investment in Fixed Deposits as they are not exposed to market fluctuations
Radio One audience clearly wants to invest in smart income investment options
While earlier investors chose the conventional but easy way out in FDs , they are now opting for a smarter way to invest money with Mutual Funds. The definition of a futuristic approach has changed over a period of time and Investors displayed a certain sense of belief in the future while locking in monies for a longer duration with FDs. investors now look for an option that soaks up least amount of time along with bearing maximum possible returns, which is why investors are locking in monies for a shorter duration (1 year) with Mutual Funds yielding quicker returns

12. BRAND PREFERENCE SCORE
OUT OF 100
PREFERENCE of the International Indian Audience on Most Trusted financial brands (Large sample size indexed to 100%)
RANK 1 2 3 4 5 6 7 8 9 10
LIC 71 27
PAYTM 15 57 11
SBI 70
RELIANCE 56
KOTAK 66 14
BIRLA 72 12
ICICI 78
CITIBANK 55 17
UTI 19 63
HDFC 59
RANKING OF BRANDS BASED ON HOW MUCH UPSCALE LISTENERS OF 94.3 RADIO ONE INDIA TRUST THE FINANCIAL BRAND THEY HAVE ACCESSED AND THE ONES THAT THEY WILL RECOMMEND TO OTHERS

13. Heritage Brands vs New Age Brands
BRAND PREFERENCE SCORE
OUT OF 100
PREFERENCE of the International Indian Audience on Most Trusted banks (Large sample size indexed to 100%)
Heritage Brands vs New Age Brands
Heritage Brands
New Age Brands
RANK 1 2 3 4 5
LIC 71 27
SBI 10 6 70
CITIBANK 55 17
RANK 1 2 3 4 5
PAYTM 15 57
RELIANCE 56
KOTAK 10 6
UTI 19
RANKING OF BRANDS BASED ON HOW MUCH UPSCALE LISTENERS OF 94.3 RADIO ONE INDIA TRUST BIFURCATED INTO HERITAGE BRANDS & NEW AGE BRANDS

14. INTERNATIONAL INDIAN MONITOR INFERENCES
Heritage Brands (LIC, SBI, CITIBANK, UTI)
New Brands (PayTM, RELIANCE, KOTAK)
LIC scored the highest rank position on TRUST in the 94.3 Radio One listener base. 71% of listeners ranked the brand number 1 and 27% ranked it number 2. It is important for this brand to regularly engage with listeners of 94.3 Radio One to ensure it retains its legacy. This audience would be open and receptive to new products and will advocate use of this brand very strongly.
PayTM is the only New Age brand that is the MOST TRUSTED brand with 15% of listeners in the 94.3 Radio One listener base. The demonetization drive gave the brand a much needed leverage, but with things coming back to normal post demonetization, PayTM needs to tighten the grip they had on their consumers back then. It needs to go back to being a necessity more than being just an app on the phone.
State Bank of India scored the second highest but the distance between it and LIC on trust is significant. State Bank of India needs to engage listeners of 94.3 Radio One actively and build on new financial products that result in higher trust and offering value
4% listeners in 94.3 Radio One listener base have voted RELIANCE as the most trusted brand. However, a large chunk of 56% listeners have voted it as the Rank 4 among the new age brands. RELIANCE is not taken seriously by the Radio One audience and needs to come up with campaigns that strengthen its brand equity.
CITIBANK is the only private player in this sphere and has got 55% listeners voting for it to be the 2nd most trusted brand among the 3. CITIBANK needs to engage listeners of 94.3 Radio One with campaigns that seed higher trust value among this upscale audience
KOTAK has 10% of listeners ranking it number 2 among the new age brands. KOTAK has not been able to capitalize on the long term brand equity associated with it and should engage the listeners of 94.3 Radio One to firmly establish itself as the most trusted brand in new age private players
UTI needs to do more and offer multiple financial services if they have to get a much higher ranking among the brands in this category. All the brands in this category fulfill more than one financial need and this serves as a full service solution to the audience

15. Mutual funds vs Fixed Deposits
PLEASE VISIT OUR FACBEOOK PAGES
TO ANALYSE RESPONSES FURTHER
Mutual funds vs Fixed Deposits
Most Trusted bank
RADIO ONE DEL
RADIO ONE DEL
RADIO ONE MUM
RADIO ONE MUM
Click on any button
RADIO ONE BLORE
RADIO ONE BLORE

16. CONCLUSION
The International Indian monitor has shown you micro insights on how to improve your share of preference
in the 94.3 Radio One Audience – THE INTERNATIONAL INDIAN
25 Million Upscale Indians who are
India’s most influential consuming class

17. INTERNATIONAL INDIAN AUDIENCE
CONCLUSION
Please contact us at and we will be glad to to help you improve your share of brand preference in the
INTERNATIONAL INDIAN AUDIENCE