How Radio Advertising helped in effectively promoting IIMM in Mumbai ?


Indian Institute of Material Management-IIMM helps in developing professional knowledge and keep abreast of current industry trends through. The Institute is conducting a Graduate Diploma Course in Materials Management (GDMM) recognized by Govt. of India .IIMM offers a full range of short-term and extended programmes for working professionals and students in both classroom and e-learning formats. Mumbai Branch of IIMM is the largest branch in a network of 45 branches and 19 Chapters of this All India body being run by practising professionals.material -management-student


Notify Events– To increase student enrollements

  • To secure a wider recognition and promote the importance of efficient Materials Management in commercial and industrial undertakings.
  • To increase student base of  the particular academic year.


Research: The major challenge that we analysed was how to convince students that  supply management has a great scope for career development in today’s world. Students were tend to move towards traditional fields of study. Apart from socialising with friends and online surfing, a youth spend maximum part of his leisure time listening to radio .

Media planning and Media buying

-Geography: Mumbai

-Demography: Students aspiring UG and PG courses of  (18-25) years

-Radio Station: Radio City

-Language: English

-Radio ad duration: A 30 Sec Ad was run for 7 times per day for 15days

-Radio ad types: Voice-Over was aired during the show- Kasa Kai Mumbai hosted by RJ Salil. This show  brings you latest music, picks up on local authorities, chats up with bollywood celebs and play lots of fun contests driving a huge youth base. So,this particular show slot suited IIMM the best

-Ad placements: Target audience being students we featured the ads from 7am  to 10 am  and from  3pm  to 6 pm  as this time frame had the highest student listenership base.

Creative Development

  • Voice over were designed to emphasize the brand name and with main focus on material management, a great option to pursue your career in.
  • Chat show-Since Students choose college based on the suggestion of close reference group, Ad was made interactive.

For details contact  Jacqueline Paul at  03340311140 or You can also visit our website .