Radio Advertising in India: Why It Still Works and How to Make It Work for You

Imagine you are in the middle of a traffic jam, in the car, humming to your favorite FM station when, out of the blue, a catchy jingle comes, "Shop local, save more at Priya's Saree Centre!"  More than likely, you will remember the name if you get anywhere near the market.

That’s the magic of radio advertising. It's personal, local, and surprisingly powerful.

In this blog, we are tuning into:

• What makes radio ads tick in 2025
• How brands, especially local businesses can use them effectively
• And why, in a screen saturated world, a good voice on the air still builds trust, reach, and action

What Is Radio Advertising?

Let’s break it down simply.

Radio advertising is when businesses use FM, AM, or even digital radio to talk to people about their products or services, through sound, straight to their ears.

The advertisements could be:

• Pre-recorded spots (like a 30-second commercial)
• Live mentions by the RJ (Radio Jockey)
• Sponsored segments, like traffic or weather updates
• Or even jingles that become earworms!

Unlike digital ads that compete with dozens of pop-ups, radio speaks directly to a captive audience, on the road, at home, in stores, or even in fields and factories.

Why Radio Advertising Still Rocks in 2025

Some people ask, “Isn’t radio outdated?” Nope. In fact, it’s making a quiet but strong comeback, especially for local and regional advertisers.

Here’s why:

• Wider reach than you think: Radio reaches over 65% of India’s population, according to TAM.
• Trusted in local communities: Especially in Tier 2 and Tier 3 cities, where radio often outranks social media for trust.
• Perfect for local messaging: Radio speaks the local language, in the local accent, through local voices.
• Affordable for small businesses: You don’t need lakhs to get on air. Even a Rs. 10,000/month campaign can work wonders.

If you are a local business looking to grow, radio is your friendly neighborhood megaphone.

Types of Radio Ads (With Real-Life Examples)

Ad Type	What It Is	Example
Radio Jingles	Musical ad with lyrics, tune, and brand mention	Washing powder Nirma!
Spot Commercials	10 to 60 second pre-recorded ad	Buy gold this Akshaya Tritiya at Mehta Jewellers!
Live Reads	RJ reads your message on-air	This traffic update is brought to you by Cafe Aroma.
Sponsored Segments	You sponsor a show, segment, or contest	Evening Drive powered by XYZ Tyres
Interactive Ads	Call-ins, SMS, or WhatsApp responses to offers	Text DEAL to 57575 to win free salon vouchers!

Each of these can be tailored to your budget, brand personality, and audience.

Why Radio Ads Are Perfect for Local Small Businesses

Here’s where radio truly shines. It gives small businesses a big voice without a big budget.

Imagine you are a:

• Local salon in Pune? Run a 15-second spot during women-focused shows.
• Tiffin service in Ahmedabad? Sponsor lunchtime programming.
• Tuition center in Lucknow? Target evening slots when parents tune in.

Radio helps you talk directly to the people you serve every day, in the language they understand, with an authenticity they trust.

And when you support local radio stations, you also support:

• Local RJs and technicians
• Regional music and cultural content
• Community updates and grassroots journalism

It’s marketing that multiplies your impact.

How Much Does Radio Advertising Cost in India?

City	Prime Time Rate (10 sec spot)	Non-Prime Time Rate
Mumbai	Rs. 2,500 to Rs. 5,000	Rs. 1,200 to Rs. 2,500
Delhi	Rs. 2,000 to Rs. 4,000	Rs. 1,000 to Rs. 2,000
Ahmedabad	Rs. 800 to Rs. 2,000	Rs. 500 to Rs. 1,200
Tier 3 Cities	Rs. 400 to Rs. 1,000	Rs. 200 to Rs. 800

Add-on: Jingle production costs Rs. 10,000 to Rs. 30,000 depending on talent and duration.

Want a smart deal? Work with agencies like Excellent Publicity, we bundle ad slots, negotiate rates, and optimize placement so your money goes further.

How to Write a Great Radio Ad Script

You have got 30 seconds or less, make them count.

Here’s a simple structure:

1. Start with a hook: Ask a question, use humor, or drop a surprising fact.
2. State your offer clearly: Tell them what makes you worth listening to.
3. Mention your brand and location: Be specific, especially if you are local.
4. Call to action: Invite listeners to call, visit, or remember you.

Sample Script:

[Upbeat music fades in]

 “Want glowing skin this summer? Try GlowUp Spa, now open at Nehru Road, just opposite Domino’s! Book now and get 20% off. GlowUp Spa, your beauty, your glow!”

Keep it short, punchy, and designed for ears, not eyes.

Radio + Digital = Your Secret Weapon

Radio and digital are not rivals, but they are teammates.

Pair your radio campaign with:

• WhatsApp for Business for leads
• Instagram posts with RJ shoutouts
• Google Maps links in follow-up messages
• Contests where listeners respond on social media

This hybrid strategy builds awareness through radio and drives action through digital, perfect for small businesses who want results, not just reach.

Launching a Campaign with Excellent Publicity

Not sure where to start? We have got you covered.

Here’s how we help:

Pick the best station & time slot

Write + produce your jingle or voice ad

Manage permissions + placements

Track airings + provide proof of performance

Help you integrate with online marketing

Apart from booking ads, we take pride in the constructing advertising campaigns that would help in the growth of your business and uplift the local community.