"Don't touch that dial!" All creative agencies know that it takes more than this recurring refrain to keep radio listeners hooked. The classic, traditional medium of radio is also the most challenging for any creative writer. Understandably, it was easier to write for radio during the pre-television era. But now, we are so used to visual content that we even think in pictures.

Nandan Srinath, COO, Radio Mirchi, says "Television ads rely on faculties of sight and audio, which makes the job simpler. Working on a creative for radio is harder and more rigorous as it works without the clutches of the visual." Kobad Mobedjina, National Creative Head, Radio One, agrees "Radio ads have to be extra creative simply because the content has to deliver a memorable message only through sound and that too in a very short period of time." Radio's reliance on audio may be perceived as its limitation, but actually turns out to be its biggest strength. The rules of radio writing are few but crucial. Here's a look at some of the sure shot pointers that need to be kept in hand while creating a radio spot.... more