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 important a medium radio is. Read On. Encouraging Creative Excellence Radio Mirchi Kaan Awards over the years have been encouraging creative writing for radio

IN TRO D UCT I O N advertising. Dive in and explore. 6 mirchi IN T E RV IE W KAAN 7 ASHISH KHAZANCHI After graduating from IIM- awards Bangalore, Ashish Khazanchi 2011 was ‘dead-sure’ he wanted to be in advertising. In this interview he talks about craetive talent Celebrating the eighth in radio and more. Read on.

IN T E RV IE W REKHA NIGAM year of its existence, A regular at judging entries at Kaan Awards, Radio Mirchi Kaan Rekha Nigam talks about advantages of radio as a Awards recognises creative medium. Some excerpts. 9 avant-garde excellence IN T E RV IE W 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. the radio station encouraged creative minds through imitation this time. A report. IN T E RV IE W 14 By Ankit Bhatnagar 15 Sriram Kilambi Sriram Kilambi, Marketing Head, Radio Mirchi thinks leadership is an attitude, in IN T E RV IE W 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 70% 71% 77% 63% 64% 59% 59% ‘Imitate your Idol’ held a belief that every 60 young creative has an idol he aspires to be like.

pene t ra ion 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% 70 60 The website features 15 creative heads across 50 top agencies in India. People can upload their 41% picture and get a digital makeover through an 40 39% app on the website. After enjoying the app, 28% 30 25% the website urges people to go a step ahead 20 and not just look like their idols, but be like g ro wt h v ol u me ad v er t isin g 10 them by getting recognized through the Mirchi 0 Kaan Awards. More than encouraging the young Mumbai Delhi Bengaluru Kolkata Overall ehavior Study Source: R AM - adio C onsumption B ehavior 2010 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. There can’t be a better medium than radio to showcase india’s diverse talent. Every radio station, every programming head, every head of a radio station should find ways to create platforms so that the country’s diverse talent converges on this medium. I am sure they are thinking about this actively, and we’ll see a Commonwealth of radio happening soon.

Do you think Radio Mirchi’s Kaan Awards promote excellence in radio advertising? What do Kaan awards stand for and what’s unique/special about them?

Absolutely, it’s been a pioneer and a missionary for excellence in radio advertising. Thanks to Radio Mirchi Kaan Awards, I have discovered and heard some of the finest radio ideas around the country

Your comment on this year’s theme: Imitate your Idol.

It’s an interesting idea because it looks at radio

sushil kumar from a bigger perspective. By focussing on senior icons like Piyush and Prasoon, it tells you that “radio gives the message a greater radio is not a niche medium but a part of the integrated mainstream. It makes radio even localization and sound of the soil.” more attractive. n

R 6 afaqs! reporter october 2011 Rekha Nigam I Managing Director I Vihaan Communication

ekha Nigam has been a regular at judging “Thanks entries at Kaan Awards. In this talk, she to Kaan Rhighlight advantages of radio. Some excerpts. Where does radio stand as a medium of Awards communication in a media plan today? Radio is a critical and vital medium for virtually it is now any brand that one may wish to promote. So, astute planners have factored it in their plans fashionable already. If there is a media plan that does not have radio in it then either the brand is Mercedes Benz and a or Tissot watches or something else in that ball- park, or the planner has something missing in his matter of skill set. Radio is a unique medium because the sheer intimacy of communication that it provides pride to is impossible to replicate, unless a planner has found a way to harness word-of-mouth. write for With Phase-III expansion in India now, how radio.” important a media vehicle is it? Radio is highly effective and is unique. Creative writers and brands, however, should take care Advertising professionals need workshops on the to use it well. The expansion should help them medium and it’s unique nature. We also need hone and aim the message better. creative workshops to train young talent in the art and craft of writing for radio. Where does quality of radio comunication in India stand today and where is it headed? Do you think Radio Mirchi’s Kaan Awards promote excellence in radio advertising? There are two aspects to radio communication. What’s special about them? One is the programming and the other is what advertising puts out in terms of radio spots and Radio Mirchi has been in the forefront of jingles. The quality of programming varies from awarding creative work for radio. The awards station to station. There has been a quantum have been a shot in the arm for writers who increase in the informality and intimacy of were languishing in anonymity as radio was communication, so much so that large numbers considered a down-market and lesser medium. of radio audiences view Radio jockeys as their Thanks to Kaan Awards it is now fashionable and best friends, confidantes or cheeky younger a matter of pride to be writing for radio. Kaan siblings. Unfortunately the quality of advertising Awards stand for quality and innovation in the on radio has been slow to change. Not all art and craft of radio advertising. The categories creative professionals understand the medium. are well-chosen so that even behind-the-scenes But thankfully the scene is much better than say a professionals get their due recognition. decade ago. Hopefully the ease of producing and the low cost makes it a great vehicle for aspiring Your comment on this year’s theme: Imitate award-seekers. This should help the quality of your Idol. radio advertising further. It’s an interesting concept, though it has to be What do you think needs to be done to seen if fiercely independent creative professionals encourage creative talent for radio? really have idols that they wish to imitate! n

afaqs! reporter R october 2011 7 PRITI NAIR I co-founder I curry nation

to another, because all you are listening to is songs, is high.

Where does radio advertising in India stand today and where is it headed?

Our country is a music-loving country. We love songs, we love singing. However, when it comes to advertising on radio it becomes a genuinely huge challenge. Over the years, we have seen the quality of advertising on radio getting better. Hopefully it will reach a full stage where more and more radio spots will not interrupt your song session but actually make an ad break enjoyable.

What do you think needs to be done to encourage creative talent for radio? fotocorp The medium needs to be given importance from the beginning. it also needs to be celebrated “There is something pure and right equally by the fraternity as well as the clients. Thankfully Radio Mirchi has started the about these awards.” process of encouraging this.Which I feel is very necessary.

alking about how and why radio excites young Do you think Radio Mirchi’s Kaan Awards creative mind, Priti Nair gives some rich promote excellence in radio advertising? Tinsights. Some excerpts. Yes they do. It’s the only award that exclusively Where does radio stand as a medium of invests in celebrating radio advertising. communication in a media plan today? What do Kaan awards stand for and what’s Well its not given as much importance as it unique/special about them? should. So, it is almost the fourth or fifth medium in the scheme of things usually. There is something very pure and right about these awards. They just seem fully and genuinely With Phase-III expansion in India now, how committed to encouraging the advertising important a media vehicle is it? industry to think fresh on radio.

Despite phase-III, it will all still depend how Your comment on this year’s theme: Imitate interesting the programming is. And how your Idol. differentiated it is on every channel, so that the temptation to switch during ad breaks is I loved it (not just because I was there). I really minimised. Currently, moving from one channel thought it was fresh and great fun. n

R 8 afaqs! reporter october 2011 ASHISH KHAZANCHI make yousmiletoday.” “there arealotofradiospotsthat S IIM Bangalore,Khazanchiwas‘dead-sure’he career inclientservicing.Aftergraduatingfrom eventeen yearsago,hestartedoutonhisadvertising I ncdpublicisambience

fotocorp become amediumof big quantum.Radiohas balance radically or in a but withoutshiftingthe It would remain important, media vehicleisit? now, how important a expansion in India With Phase-III online andactivations. also being diverted to the marketingspendsare always morepopularand marketing. TVhasbeen used forverytargeted Right nowradiois media plantoday? communication in a stand asamediumof Where doesradio on. about radio and more. Read In this interview he talks wanted to be in advertising. need toimitateorfollow. people willkeepondoinggoodwork,theydon’t interactive andmakingpeopleapartofit.Good having funwithyourcommunication,makingit and congratulatedthem.Thethemeisallabout I justunconditionallyloveit..calleduptheteam your Idol. Your commentonthisyear’stheme:Imitate creative photography. different anddifficultsansanyvisuals of ‘radio people.’ Writing for radio is very Yes theyreallydo.Thereisnospecificbreed promote excellenceinradioadvertising? Do youthinkRadioMirchi’sKaanAwards that ways,mindopensuptoneweraudioideas. Kaan Awards.Followexemplaryworksbecause Participate andgetexperienceinceremonieslike Train yourself adequately for radio writing. encourage creativetalentforradio? What doyouthinkneedstobedone that makeyousmile. improved today.Therearealotofradiospots The quality of communication has vastly today andwhereisitheaded? Where doesqualityofcommunicationstand and IIIcities. personal listeningandthatmighthelpinTier-II afaqs! reporter n R

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9 jury meet

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afaqs! reporter R october 2011

13all photos by sushil kumar Prashant panday I ED and ceo I ENIL

this expansion, radio will spread to more than 300 towns. There will be more than 1,000 private radio stations dishing out high quality entertainment to an entertainment starved society. For the first time, the radio business will be able to compete with regional print publications – which have expanded aggressively in these small towns over the last few years or so. I think much of India’s future economic activity is likely to happen in these smaller towns and being present in these small towns is very important for a medium like radio. So, I believe, Phase-III is extremely important for radio’s growth. Also, since phase-III allows multiple frequencies to all broadcasters in the major markets, there is at least a possibility that some broadcasters will acquire a second channel. If this happens, and if the license fees are reasonable, this will lead to a wider variety of programming content becoming available. For broadcasters, this is a way to address more than one set of You’ve often said that Radio Mirchi sell audiences. From a revenue perspective also, “Phase-III ideas. What’s your take on Imitate Your Idol a second channel in a major metro is very is going to as an idea? How well have you sold it? promising. It’s going to be very exciting! I think every year we try and create something Do you see radio becoming a favoured change the that is extremely relevant to the concept of these medium for advertisers in future? awards and at the same time is topically relevant. In the past, we have worked on such memorable No medium can be the favoured medium for all fortunes of themes as “March against Mediocrity” when we types of advertisers. All media are favourites of a wanted to raise the radio advertising standards certain type of advertisers. For the retail segment, the radio and “Vote against Mediocrity” when the General we can surely be the most favoured medium. In Elections 2009 were being held. This year, fact, for many clients, we already are the main industry in we have built on a commonly held belief in medium. For the national advertisers, who use all the minds of almost all creative people in the media, radio is today an indispensable medium India.” advertising business – the desire deep inside to that they use along with the other media. follow in the footsteps of their iconic bosses and to (hopefully) one day go ahead of them. Till that Can genre-specific and format-specific happens, at a subconscious level, every creative radio stations work in India? person tends to imitate his/her idol. Since almost all NCDs in the ad agencies today have cut their Absolutely! But the trick is that the license fees teeth with radio advertising, its only appropriate must be reasonable. For eg., if the licence fee of that this particular campaign “Imitate your idol” a radio station is very high, then doing English be run for this year’s Mirchi Kaan Awards! programming or talk radio or even regional language programming in the North will become How do you see Phase-III of radio helping very difficult, if not impossible. That is why the cause of private FM in India? we are asking the government to release more frequencies in the major markets. That will Phase-III is going to dramatically change the ensure that license fees become more reasonable. fortunes of the radio industry in India. With turn to page 16

R 14 afaqs! reporter october 2011 Tapas Sen I Chief Programming Officer I Radio Mirchi

Do creative people care to write for radio now, Kaan Awards trophy adorns the offices of “Kaan now? Is it adequately acknowledged? creative agencies today. It has become an industry currency because of acknowledging excellence in Award Radio has been commercially here since last the radio industry. 10 years. Relatively speaking, radio has become such a cost effective medium that the stakes How will radio programming differ once is the involved today are high. Radio is a recession- Phase-III expansion of radio starts? proof medium. As we have resurfaced from one industry and are probably heading towards another, radio No change will occur in the radio station of a will deliver far more value for the advertising particular city. But on a network-basis, things currency.” buck. Radio is a part of every single media plan. might change a bit. Scaling up the operations from 32 cities to around 20 more, needs planning. Kaan Award is a Radio is so local, that currently running stations big opportunity in 32 different cities is liking printing 32 different generating quality editions of a news daily. Programming strategies content, a brand for a market depends on the competition, local extension or an scenario, psyhcographics and demographics. annual stock- taking exercise? What would be the challenges for programming post-Phase III expansion? Kaan Awards is exciting for the The challenges are: a) Maintaining scale and size industry because it of the Radio Mirchi network. Currently we have presents exclusive 32 stations and we might add close to 20 more; radio advertising. b) Remain local. It’s quite difficult sitting in These are the only Delhi but to acquire sensibilities of Gorakhpur; such awards here. c) Remain true to the emotional nature of the The numbers of channel. I believe, programming of a radio station entries are swelling has to emotionally integrate with its listener. and the quality For eg. While listeners in Delhi and Haryana is improving. It tend to be aggressive, the Bhadralok of Kolkata definitely is an are a softer gentry. Generally we Indians are extension of brand emotional people and radio delivers that element Mirchi. We, being the in the best way. industry leader, have some onus on us. What does radio offer an advertiser that We’ve done lecture other communication media do not? fotocorp series and Mirchi Music Awards. Kaan Radio is a frequency medium, you can be repetitive Awards help us turn this vertical a little more with your communication on radio. But you horizontal and participative. Over the years, these can’t do that on TV. For eg., if Colgate is doing awards have been showcasing different kinds well in Kolkata, but is losing its dominant market and forms of excellence which is palpable from share to a local brand in Bhopal and is at par with increasing excitement in the fraternity. the best in Patna. The radio communication can differ for the three markets. That’s the beauty of Where do you see radio writing in India radio, entire marketing plan can be customised today? according to geographical, marketing and competitive considerations. Let’s take another Radio writing has hugely improved over the example, for Annapoorna atta to be advertised in last decade, because the interest in the medium North India, you would promote it on radio so has gone up. Radio appears in people’s bio-data turn to page 17

afaqs! reporter R october 2011 15 Sriram Kilambi I Marketing Head I Radio Mirchi

How important is Kaan Awards for brand Kaan is our way of recognizing advertising which “Leadership Radio Mirchi? How has it helped over is a very important part of our on-air space. So years? it is a marketing opportunity to showcase great is an radio creative. Mirchi Kaan Awards have been instrumental in attitude.” creating, over the years, recognition of the force What are the learnings from running of creative in the radio space. Eight years ago, stations in Kolkata and Patna that you’d all that the agencies worried about was TVCs – like to emulate nationally? while that is still the most important tool, 360 degree planning has become the norm and radio I have learnt that in radio, it is critical to be locally is very much a part of that. I would like to believe relevant to each city. Jeeturaaj wouldn’t be iconic that Mirchi Kaan had a role to today if he wasn’t someone who understood play here. the pulse of Mumbai. Similarly, Mir in Kolkata is totally immersed in the city. We sometimes What helps make Radio forget how important this is for radio as in Mirchi number one, what industry. do you do differently? What are the advertisers’ expectations from I believe that we behave like radio today? leaders and leadership is not just about numbers - it is an Advertisers, over the years have become more attitude. Events like the Mirchi and more demanding of radio and justifiably so. Music Awards and the Kaan They expect return on the monies they deploy Awards all emanate from and it is our raison d’etre to deliver. this attitude How is Radio Mirchi readying for expansion What’s Kaan Awards for you: to Tier-II cities and smaller towns? a big marketing opportunity, a brand extension or an We are working on detailed plans for annual trip to showcase the expansion. The organization has put in profitability? considerable resources towards this end. n

continuing from page 14 for building the Mirchi brand! That aside, we There will then be more genres of programming organise the Mirchi Music Awards – again its available. This will be good for the listeners. This an event that helps build the Mirchi brand will also be good for the government as it will while at the same time, helps us pay our tribute make overall more license fees. to the talented music industry. Mirchi Music Awards are also run in the South of India in Other than Kaan Awards what are the the four Southern languages and we have plans other properties that are helping you build to roll this property out into other languages brand Mirchi? as well.

In the events space, we do about 200 events a How is Radio Mirchi readying for expansion year in the activation space. All of these events to Tier-II cities and smaller towns? are specific to the Mirchi brand. We also rope in clients whose brands fit in well with the We are fully ready for Phase-III. In all respects. core concept. Today, Mirchi Activation is a We have the expertise, we have the team and we big business in addition to being a great tool have the financial resources.n

R 16 afaqs! reporter october 2011 chalking points From being almost entirely dependent on clever word play, radio has evolved quite well over the recent years. Nothing wrong with verbal virtuosity - we are after all a people who value lyrics as much as melodies - but the ideas have tended to be less important. The single biggest thing needed to give radio a boost is building a body of evidence on its effectiveness. Being the major radio-only awards, Radio Mirchi’s Kaan Awards have certainly given radio excellence a shot in the arm. It has

Being the major radio-only awards,

kaushik chakravorty Radio Mirchi Kaan Awards have K.S. Chakravarthy National Creative Director, Draftfcb Ulka certainly given radio excellence a shot in the arm. adio, by and large remains a support medium for most brands. Which, in a also been blessedly clean of controvery - the Rway, is good. Because clients tend to be occasional mix-up has been dealt with quietly, a lot less rigid on the amount of freight they with no public mud-slinging. Here is to hoping insist on. it stays that way. When the creative community says radio, they I think the creative idea of ‘Imitate your really mean the cool FM channels in the metros. idol’ is great, the casting and detailing could As this medium percolates down, both the brand have been better - about half the ‘idols’ don’t of humour and the weight of content will need belong in any radio pantheon, and many who to change a bit. On the other hand, radio will be do, are missing. Also, radio more than other a far more powerful medium in small towns and mass media is very individual-driven and those semi-rural markets. Good news for radio, and individuals tend to be talented peers at least as some mental gear-shifting for us. often as idols. n

continuing from page 15 withdrawals from ICICI Bank’s ATMs, public that people ask for Annapoorna atta when buying nerves were soothed by communicating through a bag of wheat flour. But for a market like South radio that everything was under control and there India or Eastern India, where the consumption was no need to panic. of wheat is lesser, you’ll first need to develop the category and then market it through radio. Many NCDs believe that scripting for radio has improved but creative content has a Also, with radio communications can be tailor- long way to go. Do you agree? made in very less time. During urgent need, radio can salvage brands to communicate important Content for radio can definitely improve in messages quickly. For eg, few years back when India. We need to offer clients more precise and during Big Bazaar’s Maha Sale scheme when a well-pointed radio messages. It’s a commercial stampede occurred outside an outlet, it was swiftly art. Through Kaan Awards, a B2B interface, communicated through radio that the scheme we at Radio Mirchi create an environment of was withdrawn in public interest. Similarly encouragement by rewarding excellence in radio when there were cases of excessive single-day advertising. n

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fotocorp qsushil kumaruick notessushil kumar Having beenassociatedwiththeinitiatie,thisiswhattheysay... R

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fotocorp sushil kumar in manydifferentways.” concerned, Ithinkitisniceandcanbeinterpreted But, asfarKaanAward’sthemeforthistimeis that today’syoungstersneedmorethanthat. “I’m personallynotabelieverofidolisingandthink Piyush andey, awards wasamuchneeded one.” “The newadditionofsound design Ashish Khazanchi, believe inusandalotofcreditgoestothemaswell.” passionate partnershipwithclientsandamfortunateour including craftandtechnical,greatworkdoesnothappenwithout am veryhappythatwehavedonereallywellinallcategories “Television andradiohasalwaysbeenMcCann’sstrongpoint Prasoon Joshi, McCann WorldGroup radio isconcerned.” new genresasfarcreativecontentfor execution part,weareyettoexplore “Although we’vecrackedthe Prathap Sutan, such awards.” have to need definitely We “It’s adamngoodinitiative. R Balki, Ogilvy &Mather Publicis Ambience Lowe India iYogi the torchbearers

Piyush Pandey, Prasoon Joshi, Bobby Pawar, K V Sridhar, R Balakrishnan, Ravi Deshpande, Agnello Dias, Priti Nair, Josy Paul, Senthil Kumar, Deepa Krishnan, Suguna Swamy, K.S Chakravarthi, Ramanuj Shastry, Ashish Khazanchi, Sunil Thoppil, Ramesh Ramanathan, Prathap Suthan, Rekha Nigam, Ameer Jaleel, Amit Akali, Manoj Shetty and Malvika Mehra. R 20 afaqs! reporter october 2011