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Star World, Hallmark running contests on FM radio
MUMBAI: Television channels are realising that FM Radio is an effective way to create and build up brand awareness about their programming. Star World and Hallmark are both running contests on FM Radio which gives the winner a trip overseas. This raises the bar a notch as to the manner in which channels use the radio. Previously the alliance had been restricted to promotional spots.
Star World has announced the Go Grammy contest. The contest which launched today is being done in conjunction with Go 92.5 FM from the Mid-Day group. Mid-Day advertises on the network and so the alliance is a mutually beneficial one. The channel regularly uses its sister company Radio City for contests and promotions.
The Star World contest will run over the next fortnight. Viewers have to tune in to the radio station in the morning 7-11 am during the Good Morning Mumbai programming band hosted by Anish Trivedi. A question will be asked relating to Star World programmes. One winner along with a friend will win a trip to Madison Square Gardens New York to watch the 45th Annual Grammy Awards on 23 February. The tagline for the promo is ‘Its time to fly… again’. In India the channel will air the show live on 24 February early in the morning.
Hallmark, meanwhile, has commenced the Destination 11 pm contest in association with the Times Group’s Radio Mirchi. The winner gets a trip to Switzerland. Travel arrangements will be done through Keshav Travels. Speaking on the initiative, Rohinton Maloo, whose Cutting Edge Media handles ad sales for the channel, said: “This is a watch’n’win contest. Radio Mirchi is being used to create awareness among car drivers to tune in. The question will be asked on the channel during the 11 pm block. Our aim is to promote non-film programming like courtroom dramas. We want familiarity with channel programming to increase with the viewer, who after participating in the contest, will stick with Hallmark.”
The channel revised the timings and days of its shows from 1 January. Early Edition airs on Monday’s and Tuesday’s at 8:30 pm, Star Trek Voyager airs Monday-Friday at 9:30 pm, while The Guardian with Golden Globe nominee Simon Baker airs Thursday’s at 8:30 pm. McLeods Daughters airs Wednesday’s at 8:30 pm. Maloo also said that there were no sponsors for the contest. This was a marketing intiative for the channel and not a spot created for an advertiser. The TG is 18-30 years. Maloo also denied rumours that Hallmark would be joining the Sony bouquet. The channel will shortly unveil plans for Valentines day.
Not so new kid on the block sports channel Ten is also planning a number of its own but is keeping plans closely under wraps. A Ten Sports spokesperson said that the channel would shortly be making an anouncement regarding a tie up with an FM station for contests. Watch this space for further details.
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Strategy, storytelling and leadership: The expanding role of women in marketing communications
By Masuma Siddique, Founder & Chief Strategist, InkCraft Communications
MUMBAI: When I began my journey in communications over a decade and a half ago, the marketing and PR landscape looked very different. Conversations around brand building were often dominated by traditional advertising approaches, and communications was largely seen as a supporting function rather than a strategic one. Over the years, however, I have witnessed a powerful shift not only in how brands communicate, but also in who is shaping those conversations.
Today, women are playing an increasingly influential role in defining modern marketing communications. From strategy and storytelling to reputation management and audience engagement, female leaders are helping brands move beyond transactional messaging toward narratives that are more human, empathetic, and purpose driven.
In many ways, this shift is not accidental. Women have always been natural storytellers, communicators, and relationship builders. In an industry that now relies heavily on authenticity, emotional intelligence, and audience understanding, these strengths are becoming central to effective brand leadership.
Marketing today is no longer about simply broadcasting a message. It is about building a conversation. Brands are expected to have a point of view, to stand for something meaningful, and to engage audiences across multiple platforms in ways that feel genuine and relevant. This is where storytelling becomes a strategic tool rather than just a creative exercise.
In my own experience building InkCraft Communications, I have seen firsthand how powerful strategic storytelling can be. A brand’s narrative has the ability to shape perception, influence trust, and create lasting connections with audiences. When done right, it transforms marketing from promotion into reputation building.
What makes this moment particularly exciting is that women are not only participating in this evolution; they are helping lead it. Across agencies, brand teams, and media platforms, women are stepping into leadership roles where they are defining communication strategies, guiding brand voices, and influencing how businesses engage with the world.
However, the journey has not always been straightforward. Like many industries, marketing and communications has historically presented challenges for women seeking leadership positions. Early in my career, I often found that women were encouraged to contribute creatively but were not always positioned as strategic decision makers. That dynamic is gradually changing as more women claim space at the leadership table and demonstrate the value of perspective driven thinking.
One of the most significant changes I have observed is the growing recognition that communications must be integrated with business strategy. PR is no longer just about media coverage, and marketing is no longer just about campaigns. Today’s brands require holistic communication frameworks that combine narrative building, digital amplification, influencer engagement, and reputation management.
Women leaders are increasingly driving this integrated approach. Many bring a collaborative leadership style that values insight, adaptability, and cross functional thinking. In an environment where consumer attention is fragmented and trust is fragile, this ability to balance creativity with strategic thinking is invaluable.
Another important dimension of women’s growing influence in marketing communications is the emphasis on authenticity. Audiences today are far more discerning than they were even five years ago. They can quickly identify messaging that feels performative or disconnected from reality. As communicators, we have a responsibility to ensure that brand narratives reflect genuine values rather than superficial positioning.
In my view, effective storytelling begins with listening. Before shaping a narrative, we must understand the audience, the cultural context, and the broader conversation taking place in society. Women leaders often bring a strong sense of empathy and contextual awareness to this process, allowing brands to communicate in ways that feel relevant and responsible.
At the same time, the expanding role of women in marketing communications also carries an important responsibility. As more women step into leadership positions, we have the opportunity to mentor emerging professionals and create environments where diverse voices can thrive. The next generation of communicators will shape how brands engage with audiences in an increasingly complex digital world, and it is essential that they feel empowered to bring fresh perspectives to the table.
Looking ahead, the future of marketing communications will be defined by agility, credibility, and meaningful storytelling. Brands will need to move faster, communicate more transparently, and adapt constantly to evolving consumer expectations. In this environment, strategic communicators who understand both narrative and business objectives will play a critical role in guiding organizations forward.
For women in the industry, this is an exciting time. The boundaries between marketing, media, and culture are becoming more fluid, creating new opportunities to influence how brands show up in the world. With the right combination of strategy, creativity, and leadership, women are not only shaping the future of communications, they are redefining what modern brand leadership looks like.
Ultimately, storytelling is about more than messaging. It is about impact. And when women lead with strategy, empathy, and vision, the stories they help build have the power to resonate far beyond the campaign itself.
