City and station plan
Cities from where you sell or are opening, then stations by language, audience and format. Private FM serves cities; All India Radio and community radio reach smaller towns.
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Advertising · Radio · FM, city by city
Radioadvertising
Since 201565+ in-house team6 cities
Radio advertising for stores, clinics, coaching institutes and developers promoting in one city. Radio works when it sounds like the city it plays in. Heard every day, in the language people think in.
A strategist calls you in one working day.
/ 01 Radio advertising agency
Radio, boughtone city at a time.
Radio is local, so a spot works only when it sounds like the city that hears it. PromotEdge plans, writes and books FM campaigns city by city, so brands get calls and walk-ins.
We pick stations, time bands and spot lengths for each city, write scripts in the local language, and count the response.
Here is what we usually see: a script that sounds like a newspaper ad read aloud, then no calls. We'd rather run one strong spot often than three weak ones now and then.
Radio suits brands with a local reason to act: a new store, a diagnostic centre branch, a real estate site-visit weekend or a coaching institute before admissions. Radio Mirchi, Red FM and Radio City run stations in many cities.
Opening in a new city? Tell us which one.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What you get
Stations, scriptsand a way to count response.
Time-band schedule
Morning and evening drive time for reach, daytime for shoppers and people at home, spread across the week.
Scripts and recording
Scripts in the city's language, voiced by native speakers, with music and sound design. Spots run 10, 20 or 30 seconds, priced per 10.
RJ mentions and sponsored features
Clear briefs for live mentions, and traffic, weather, cricket-score or festival-countdown features presented by your brand.
Contests and on-ground
On-air contests and giveaways, and station presence at a store opening or mall event to turn airtime into footfall.
Jingles and streaming audio
A short tune or sound logo, and ads in music apps and podcasts bought digitally by city, language or interest.
Booking, logs and tracking
Spots booked city by city, checked against broadcast logs, with a number, WhatsApp keyword or offer code per city.
Radio with other media
Radio can't show a product, so pair it with outdoor (OOH) and local search ads from our performance marketing team. Industrial makers selling to a few hundred buyers do better with trade media.
/ 03 What usually gets in the way
Why radio gets written off,and the way through.
“We tried radio once and heard nothing back.”
One station for one week rarely works. Listeners need several hearings, so a tight schedule on fewer stations for longer beats a thin one spread wide.
“Our spot sounded like a newspaper ad read aloud.”
Radio needs its own writing: the brand name early and often, one reason to act, sound that paints a picture, and a number people can remember while driving.
“We don't know which stations people here actually listen to.”
Radio audience data in India covers only some cities and is thinner than TV data. We combine what exists with station data and our own response tracking, and say where the numbers are weak.
“The RJ (radio jockey) got our offer wrong on air.”
Live mentions need a clear brief: facts, offer, dates and what not to say. We write it, agree it with the station and listen to the first mentions.
“We need to be in four cities, each in a different language.”
Each city gets its own script and native voices, not one translated English script. Our language partners write and record in English, Hindi, Bengali, Gujarati, Marathi, Tamil, Telugu, Kannada and more.
“Radio can't be measured.”
Delivery is checked against station logs. Response is counted with a number, WhatsApp keyword or offer code for each city.
“One station gave us a good rate for years, and now it has raised the price.”
Depending on one station is a risk. We keep a second and third option warm in each city, so you can compare rates and move your money.
“Radio got us a rush of calls, and nobody could say which city or spot they came from.”
Each city gets its own number or keyword, and we help set up a CRM (one place that keeps and follows up every enquiry), so reports show which spot brought which enquiry.
Planning a radio push for a festival or an event? Tell us the city and the date, and we will sketch the schedule. Get a free growth plan
/ 04 How we plan radio
City, station, script,schedule, response.
Once the script is approved and recorded and stations confirm the schedule, spots can be on air within days. Sponsorships and festive periods need more notice. The faster your team answers calls, the faster you see results.
- 01
Choose the cities
We start from where you sell, where you are opening and where enquiries already come from.
- 02
Pick stations and time bands
Stations by language, audience and format: drive time for reach, daytime for shoppers and homes.
- 03
Write and record
Local-language scripts, native voice artists and sound design that makes the brand easy to picture.
- 04
Book and release
Spots, mentions and sponsorships booked city by city through our media partners, checked against broadcast logs.
- 05
Track and adjust
A number or code per city, read every week, with budget moved to the stations and cities that respond.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
How we deliver it, and why
- Choose cities from your sales. Radio is bought one city at a time, so starting from where you sell or open stops spend in places you cannot serve. A city list.
- Write for the ear. No picture and no second look. The name early and often, one reason to act and a number to remember do the work a layout does in print. A script read aloud before booking.
- Concentrate the schedule. Listeners need several hearings, so a tight schedule on fewer stations beats a thin one on many. A weekly spot calendar.
- Count by city. A number or keyword per city turns radio from a guess into a table of what each station returned. Response by city and station.
Go deeper: the Indian market, the brands and AI
Radio in India today
The FICCI-EY report of 24 March 2026 said radio segment revenue fell 7% in 2025 to ₹23 billion, mainly because of lower ad rates. Rates move, so we check each station's current rate before every booking.
Source: FICCI-EY report, 24 March 2026, via EY India press release
A brand named on air
Binaca Geetmala began on Radio Ceylon in 1952, hosted by Ameen Sayani, and took its name from its sponsor, the oral-care brand Binaca. It moved to Vividh Bharati in 1989 and ran until 1994.
Source: Wikipedia, Binaca Geetmala, read October 2026
Who sets the rules and who shaped the field in India
MRUC, set up in 1994, runs the Indian Readership Survey, which also measures radio reach. ASCI, set up in 1985, runs the ad content code. AAAI, formed in 1945, is the agencies' national body.
Source: MRUC, mruc.net; ASCI, ascionline.in; AAAI, aaaindia.org, all read October 2026
How your business model changes the plan
A retail or franchise chain buys the cities where its outlets are. A D2C brand testing a city can pair radio with a city-only offer code. Education times spots before admissions.
AI in radio: today and next
ElevenLabs Dubbing translates audio into 90+ languages and keeps timing (documents read October 2026). We use it for scratch tracks and to check line lengths in each language.
Native voice artists record the final spot, because accent and local phrases decide whether it sounds local. Next: quicker drafts for more cities.
Source: ElevenLabs documentation, read October 2026
Our beliefThink creative. Act on numbers.
Want a second opinion on a station's rate card? We will read it with you. Talk to us
/ 05 Industries
Where this works best.
01
Construction equipment
Contractors trust the machine their peers run on site more than any brochure.
02Building materials
The person who pays for the cement is rarely the one who picks the brand.
03Industrial & manufacturing
Procurement checks you out long before your sales team is invited to talk.
04Automotive
A buyer's interest fades fast when the enquiry reaches the right showroom late.
05Real estate
Enquiries are easy to buy, but the sale is won or lost at the site visit.
06FMCG
Your ad works for a rival if your product is missing from the shelf.
/ 06 Cost
What affects the costof radio advertising.
Each station prices airtime per 10 seconds; RJ mentions and sponsorships are packages. Scripts, voices and recording are charged separately.
What affects the cost
- The city: metro stations cost more than smaller cities
- The station and the size of its audience
- Time band: morning and evening drive time cost the most
- Spot length and the number of spots a day
- Mentions, sponsorships and contests, and the season: festive weeks and elections fill schedules early
How we quote
- We learn which city you sell in, who listens and what action you want
- We shortlist stations and time bands, and agree the spot length and weeks
- You get a written plan with station airtime, our fee and production on separate lines
- Station rates are shown at actuals before you approve the schedule
What you get in the quote
- The station list, time bands and weekly spot schedule
- Airtime rates for each station, as booked
- RJ mentions or sponsorship packages, if you choose them
- Script, voices, music and recording for each language
- Our planning and monitoring work, and a response report by city and station
To compare two radio quotes, ask each to show station, time band and number of spots for every line. Holding two? Send them to us.
/ 07 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
Related pages.
The same work in your city and your industry, and the services that go with it.
More advertising services
In your city
Proof and reading
What people say
In their own words
“PromotEdge has been a unique creative group amongst unique creativity world. …”
Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & Diamonds“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League
No pressure. No sales pitch.
Tell us which city matters.We'll show you the radio plan.
Straight answers.
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Radio advertising means paying a station to play your message: a recorded spot, a live mention by the RJ (radio jockey, the presenter) or a sponsored segment. It is bought city by city, mostly on FM, and priced per 10 seconds by station, city and time band. See our radio advertising cost guide.
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Enough for regular listeners to hear it several times a week; a spot heard once is rarely remembered. We prefer a concentrated schedule on fewer stations for a few weeks. Twenty to thirty seconds suits most messages. Ten-second spots work as reminders once the longer version has been heard.
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They do different jobs. Spots give you control of the message and repetition. RJ mentions borrow the presenter's credibility and sound like a recommendation. Many campaigns use spots for frequency and mentions for the offer or event. We suggest the mix once we know your city, budget and date.
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Yes. FM stations broadcast in their city's language, so spots should be written and recorded in it with native voice artists, not translated from English. Through our language partners we do this in English, Hindi, Bengali, Gujarati, Marathi, Tamil, Telugu, Kannada and more.
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Radio is one of the quickest media to launch. Once the script is approved and recorded and the stations confirm the schedule, spots can start within days. Sponsorships and festival periods need more notice. We confirm the timeline in the quote.
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Private FM is strongest in cities and large towns, with music-led stations and well-known RJs. All India Radio (Akashvani) reaches further into smaller towns and rural areas. A city campaign usually runs on private FM; add All India Radio to reach beyond the cities.
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Radio audience data in India is thinner than TV data, so we lean on response: a dedicated number or WhatsApp keyword, an offer code, website visits and branded search in campaign cities, and enquiries compared with cities without radio. You see them by city monthly.
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Yes. Spots reach stations as recorded files, so our servicing team, based in cities across India, plans for any city and meets you at least every three months. You see each station's rate first. Radio can sit inside one advertising plan with outdoor and digital.