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Rewarding Originality Mirchi Kaan Awards 2011 the Show Stoppers Sr KAAN SPECIAL REWARDING ORIGINALITY MIRCHI KAAN AWARDS 2011 THE SHOW STOPPERS SR. SINGLE / CATEGORY # BRAND AGENCY RADIO CAPTION AWARD NO. CAMPAIGN 1 Foods Happydent McCann Worldgroup Bijli ki Samasya Campaign Gold 2 Foods Cadbury Celebrations Contract Advertising India Diwali Campaign Campaign Gold 3 Health & Cosmetic Care Zingo McCann Worldgroup Machhar Single Gold 4 Media Radio Mirchi McCann Worldgroup Gajju Single Gold 5 Media Dish TV McCann Worldgroup Head - Tail Single Gold 6 Media Radio Mirchi McCann Worldgroup Vijay Single Gold 7 Media Radio Mirchi McCann Worldgroup Penguin, Tiger and Whales Campaign Gold 8 Media Radio Mirchi McCann Worldgroup IRS Callers Campaign Gold 9 Media Radio Mango 91.9 Radio Mango 91.9 World AIDS Day Campaign Gold 10 Public Service/Charity Fund- Saathi Leo Burnett Moment of Weakness -Father Single Gold Raising Son 11 Special Fili Folly McCann Worldgroup Kacchhe Special Single Gold 12 Business Products & Services Stedfast Paper Shredder Mudra Communications Gibberish Campaign Silver 13 Foods Cadbury Celebrations Contract Advertising India Kheer Single Silver 14 Foods Cadbury Celebrations Contract Advertising India College Single Silver 15 Foods Cadbury Celebrations Contract Advertising India Chintu Single Silver 16 Foods Mentos Full Fresh Chewing Gum Ogilvy & Mather Pvt Ltd Teacher Single Silver 17 Foods Fili Folly McCann Worldgroup Budhi Ke Baal Campaign Silver 18 Media Dish TV McCann Worldgroup Chhaka Single Silver 19 Media SAB TV Pickle Advertising Pilot's Family Single Silver 20 Media Dish TV - Movies on Demand McCann Worldgroup Khichri 1 Single Silver 21 Media SAB TV Pickle Advertising Singer's Family Single Silver 22 Media SAB TV Pickle Advertising Asli maza SAB ke saath aata hai Campaign Silver 23 Media Dish TV McCann Worldgroup Cricket Campaign Silver 24 Public Service/Charity Fund- Saathi Leo Burnett Moment of Weakness -Mother Single Silver Raising Daughter 25 Public Service/Charity Fund- K.C. Mahindra Education Trust Interface Communications Degree Single Silver Raising 26 Public Service/Charity Fund- 1298.org Leo Burnett Lalita Single Silver Raising 27 Public Service/Charity Fund- 1298.org Leo Burnett Sweta Single Silver Raising 28 Sound Design Mankind Pharma Mudra Communications Firecracker Sound Design Silver 29 Sound Design Odomos McCann Worldgroup Clap Sound Design Silver 30 Special Dish TV McCann Worldgroup Dabang Single Silver 31 Special KBC Leo Burnett Koi bhi sawaal chota nahin hota Special Campaign Silver 32 Toiletries & Household Care Fevicol Marine Ogilvy & Mather Pvt Ltd Masterji Single Silver 33 Toiletries & Household Care Odomos McCann Worldgroup Clap Single Silver 34 Automotive & Accessories Tvs Apache McCann Worldgroup Missed call - English, Punjabi, Single Bronze Hindi 35 Business Products & Services Klewards mobile tracking McCann Worldgroup Dog Ringtone - 2 Single Bronze software 36 Foods Cadbury Dairy Milk Ogilvy & Mather Pvt Ltd Ek Insaan Single Bronze 37 Foods Cadbury Dairy Milk Ogilvy & Mather Pvt Ltd Shubh Aarambh Campaign Bronze 38 Homes, Décor & Leisure Nippon Mudra Communications Amitabh Single Bronze 39 Media Zee Cinema Draft FCB Ulka Health Single Bronze 40 Media Radio Mirchi McCann Worldgroup Birju Single Bronze 41 Media KBC Leo Burnett Piliya Single Bronze 42 Media Zee Cinema Draft FCB Ulka Beauty Single Bronze 43 Retail Outlet, Fast-Food Stores, Mc Donalds Leo Burnett Count 2 Single Bronze Restaurants 44 Sound Design Klewards mobile tracking McCann Worldgroup Dog Ringtone - 2 Sound Design Bronze software 45 Sound Design Onida McCann Worldgroup Scratch(1,2,3) Sound Design Bronze 46 Special The Love trust for Indian children Mudra Communications Meena Special Single Bronze in need INSIDE KAAN SPECIAL October 2011 JOSY PAUL 4 A St. Xavier’s alumnus and an advertising industry veteran, Josy Paul opens up about how N important a medium radio is. Read On. O I ENCOURAGING UCT CREATIVE EXCELLENCE W D Radio Mirchi Kaan Awards over the years IE RV TRO have been encouraging creative writing for radio E T IN advertising. Dive in and explore. 6 MIRCHI IN KAAN 7 ASHISH KHAZANCHI After graduating from IIM- AWARDS Bangalore, Ashish Khazanchi W was ‘dead-sure’ he wanted to be 2011 IE in advertising. In this interview RV E he talks about craetive talent T Celebrating the eighth W in radio and more. Read on. IN REKHA NIGAM IE year of its existence, A regular at judging entries at Kaan Awards, RV Radio Mirchi Kaan talks about advantages of radio as a E Rekha Nigam T Awards recognises creative medium. Some excerpts. 9 avant-garde excellence IN and creativity in radio JURY MEET advertising. From 10 PRASHANT PANDAY Prashant Panday, CEO and ED, marching against ENIL reveals the secret behind the mediocrity to declaring popularity of Kaan Awards in this radio writing is tough, tête-à-tête. W the radio station IE encouraged creative RV E minds through imitation T this time. A report. IN 14 By Ankit Bhatnagar W SRIRAM KILAMBI IE 15 Sriram Kilambi, Marketing RV E Head, Radio Mirchi thinks T leadership is an attitude, in IN this interview he explains why. Some excerpts. TAPAS SEN INTERVIEW Tapas Sen, Chief Programming Officer, Radio Mirchi answers how phase-III expansion of FM radio will change programming in India. Read on. 16 AFAQS! REPORTER R OCTOBER 2011 3 ENCOURAGING CREATIVE EXCELLENCE With undying determination and renewed vigour every year, Radio Mirchi has been encouraging creative writing for radio advertising. Dive in and explore... By Ankit Bhatnagar M radio is currently available in 91 towns. Radio is increasingly gaining acceptance In Phase Three, licenses will be up for among advertisers, which is expected to result in Fbidding in over 200 additional towns. higher ad spends on radio. There are a number Taking into account potential for increased of advertiser categories that are currently under- penetration in existing locations, and the growth penetrated on radio which could potentially potential from new towns, FM listenership could increase spend. Advertisers are also increasingly increase by a 15 percent CAGR till 2015. focussing on non-metro markets, given the rising purchasing power of these markets. Phase-III According to Radio Audience Measurement’s licensing, where licenses will be on offer in (RAM) Radio Consumption Behaviour Study over 200 additional towns is hence likely to be a 2010, advertising volume grew impressively in catalyst for growth. RAM markets. Continuing with its aim of acknowledging and rewarding excellence in radio advvertising, GROWTH IN FM PENETRATION 2007-2011 Radio Mirchi recently concluded the eight year of the Mirchi Kaan Awards. Like many 2007 2011 100 88% 87% years before, this year’s theme too comes from a strong industry insight. The campaign 80 77% 70% 71% 64% ION 63% ‘Imitate your Idol’ held a belief that every T 59% 59% RA 60 T young creative has an idol he aspires to be like. PENE 40 51% The campaign lets anybody and everybody to FM 20 look like their idols. It started with an agency activity wherein people could don wigs and 0 prosthetic features of their NCDs to look Mumbai Delhi Bengaluru Kolkata Overall RAM MARKETS like them. The famous moustache, hair, floral R 4 AFAQS! REPORTER OCTOBER 2011 ADVERTISING VOLUME GROWTH IN RAM MARKETS 80 version www.imitateyouridol.com. 72% H 70 WT 60 The website features 15 creative heads across RO G ehavior Study 2010 top agencies in India. People can upload their B ME 50 U 41% picture and get a digital makeover through an OL 40 39% G V G app on the website. After enjoying the app, 28% 30 onsumption C ISIN 25% T the website urges people to go a step ahead ER adio V 20 R and not just look like their idols, but be like AD 10 AM - them by getting recognized through the Mirchi R 0 Kaan Awards. More than encouraging the young Mumbai Delhi Bengaluru Kolkata Overall Source: creative minds to strive for excellence, the theme this time helped them live their dreams. shirt and a beer mug for Piyush Pandey. The wig, glasses, black shirt and Filmfare Award Through this special report, afaqs! reached for Prasoon Joshi. The head, the beard and out to the creative fraternnity and asked them if the iPad for KV Sridhar, made for an exciting Kaan Awards contributed to the betterment of engagement. radio advertising. And the response, invariably, has been a resounding Yes! So, sit back and The activity was also supported by a digital read on. n THE SHOW STOPPERS AWARD CATEGORY WINNER NAME Excellence in Production Lingo India Best Use of Radio As a Medium Mindshare Most Outstanding Voice of the year Voice: Naman Jain Radio Caption: Moment of weakness - Father Son Agency: Leo Burnett Radio writer of the year Team McCann Crystal award Radio Caption: Penguin, Tiger and Whales Client: Radio Mirchi Agency: McCann Worldgroup Client of the year Cadbury Agency of the year McCann Worldgroup AFAQS! REPORTER R OCTOBER 2011 5 JOSY PAUL I CHAIRMAN AND CHIEF CREATIVE OFFICER I BBDO INDIA St. Xavier’s alumnus and an advertising Radio is gaining ground. Phase III expansion industry veteran, Josy Paul opens up shows commitment to the medium, to the A about how important a medium radio is. people and community and to the advertiser and Read On. consumers. Where does radio stand as a medium of Where does quality of radio communication communication in a media plan today? in India stand today and where is it headed? No medium stands in isolation. Radio is very Radio is evolving nicely. There is great much part of the integrated media plan. It gives talent, and lots of pioneering efforts that the brand message greater localization and sound are headed in the right direction. It is now of the soil. on almost everyone’s mobile phone. So it’s omnipresent. With Phase-III expansion in India now, how important a media vehicle is it? What do you think needs to be done to encourage creative talent for radio? India is a land of voices, dialogues, stories, sounds and songs.
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