KAAN SPECIAL

AN EARFUL OF EXCELLENCE RADIO MIRCHI KAAN AWARDS 2010 KAAN WINNERS LIST 2010 THE SHOW STOPPERS S No. Category Class CATEGORY NAME AGENCY NAME/WINNER BRAND / PRODUCT AUDIO FILE NAME 1 Crystal Consumer Durables Leo Burnett Bajaj Mixer Newsreader 2 Best Radio Creative of the Mudra Communications, Cancer Foundation of India Countdown Year Clients' Choice Mumbai 3 Best Use of Radio as a Lintas Media Group Bajaj Hand Blenders Pleasure of Mixing Medium 4 Best Use of Radio as a Leo Burnett Bajaj Hand Blenders Pleasure of Mixing Medium 5 Most Outstanding Voice of Shreyas Jain Bajaj Mixer Filmy the Year 6 Radio Writer of the Year Sambit Mishra, Aneesh Jaisinghani 7 Excellence in Production Lingo India 8 Client of the Year Cadbury India Ltd. 9 Agency of the Year Ogilvy & Mather 10 General Gold Consumer Durables Cheil Worldwide Samsung Home Theatres Chaddi-Haddi, Saas-Ghaas, Sita-Cheetah 11 General Gold Foods Contract Advertising Cadbury celebrations Bandhan 12 Special Gold Consumer Durables Leo Burnett, Mumbai Bajaj Mixer Filmy 13 General Gold Media Radio Mango 91.9 Radio Mango Mess Kerala 2009 14 General Gold Foods Taproot India Nirma Shudh Salt Gargle (Piya tu, Raag, Bhimsen, Aaja Aaja) 15 General Silver Consumer Durables Cheil Worldwide Samsung Home Theatres Saas Aur Ghas 16 General Silver Health & Cosmetic Care Mudra DDB Group, Krack Happy Feet Foot Krack Joke-4 Ahmedabad Care Range 17 General Silver Public Service/ Charity Fund JWT, Mumbai Petroleum Conservation Dhakkan Raising Research Association 18 General Silver Consumer Durables Leo Burnett, Mumbai Bajaj Mixer Newsreader 19 Special Silver Consumer Durables Leo Burnett, Mumbai Reliance Big TV Channel Swap Talkshow 20 General Silver Health & Cosmetic Care Mudra Communications, MOOV Makaan Mumbai 21 General Silver Business Products & Services Ogilvy Dakshin Vodafone VJ - Malayalam 22 General Silver Public Service/ Charity Fund Taproot India Times Music Instruments Raising 23 General Bronze Consumer Durables Cheil Worldwide Samsung Home Theatres Chaddi Aur Haddi 24 General Bronze Health & Cosmetic Care Mudra DDB Group, Krack Happy Feet Foot Jokes Ahmedabad Care Range 25 General Bronze Public Service/ Charity Fund Interface Communications Nanhikali Utensil Raising 26 General Bronze Services for the Household JWT, Mumbai Andromeda Marketing Office Sector 27 General Bronze Public Service/ Charity Fund JWT, Mumbai Big 92.7 FM Hawaldaar Raising 28 General Bronze Retail Outlets, Fast Food Leo Burnett, Mumbai McDonald's Ghost Stores, Restaurants 29 Special Bronze Public Service/ Charity Fund Leo Burnett, Mumbai 1298 Women's Helpline You wont do this "Clerk" Raising 30 General Bronze Public Service/ Charity Fund Mudra Communications, Cancer Foundation of India Countdown Raising Mumbai 31 General Bronze Foods Ogilvy & Mather, Mumbai Cadbury 5 star Brave Ranjan Ben 32 General Bronze Foods Ogilvy & Mather, Mumbai Centerfresh Baatein Kum Kaam Zyadaa 2 33 General Bronze Foods Ogilvy & Mather, Mumbai Cadbury Dairy Milk Sidhu 34 General Bronze Foods Ogilvy & Mather, Mumbai Cadbury 5 Star Brave Anurag 35 General Bronze Foods Ogilvy & Mather, Mumbai Cadbury Dairy Milk Munni 36 General Bronze Foods Ogilvy & Mather, Mumbai Cadbury 5 star Brave Ranjan ben, Thankyou Raji, Thankyou Janard- han, Thankyou Sunil, Brave Ramji, Brave Anurag 37 General Bronze Business Products & Services Ogilvy Dakshin Vodafone VJ - Telugu 38 General Bronze Business Products & Services Ogilvy Dakshin Vodafone Five Friends 39 General Bronze Beverages Orchard India Supractiv Complete Mandatory Voiceover 40 General Bronze Media Taproot India Lead India 09,The Times Servant of India 41 General Bronze Toiletries & Household Care Taproot India Nirma Detergent - Colour Nicknames (Hariya, Neeli, lalya) Guard INSIDE KAAN SPECIAL

October 2010 The Granny of all Awards! Sound Effects Radio advertising   R Kaan Jury members talk about R Radio: As Tough as it Gets the awards and radio advertising

4 8 MIRCHI KAAN From the horses’ mouth Snapshots   Rpoint of viewsuccessful AWARDS execution Kaan Awards 2010

13

Getting Radio-active! Prashant Panday Sujata Bhatt O.R. Radhakrishnan

  radio    8.5 per cent    R  Winners      secrets       must-have medium. 10 19

Blending NotesCross Connection Juggling News "  #   Radio      Most Outstanding Writer of the Year    !! Voice of the Year !        20 21 22

- AFAQS! REPORTER OCTOBER 2010 3 of the message. THE GRANNY “Through this campaign we wanted to prick the writer’s conscience. We wanted to challenge their abilities to write,” said Rahul Matthew, OF ALL AWARDS! ECD, McCann Erickson. The Kaan microsite The website was comprehensive with regard to the creative theme that revolved around Granny Radio Mirchi, India’s leading radio network (her portfolio, videos, testimonials etc.) as well has been recognizing and rewarding excellence in as the mandatories such as the application form, radio advertising through the Kaan Awards since rules and regulations for the Kaan awards. Every the past seven years. Started with a view to raise page provoked the visitor with the line, “Think the bar for a medium that was fledgling then, you are better?” Clicking on the link led to the the awards have since become a standard feature mandatories section that was essential to the on the advertising scene in India, with agencies process of applying for the awards. vying with each other to win top radio honours. Kaan provides Brand Mirchi and Brand The agency activation exercise partners McCann Erickson, a chance to showcase Having created the website, the next step was to their own creativity and the whacky spirit that generate interest around it – and this was done usually permeates Mirchi’s overall advertising. via a highly successful teaser activation exercise. In the last couple of years, Kaan had taken up cudgels against mediocrity in radio advertising with creative renditions like ‘March Against Mediocrity’ and ‘Vote Against Mediocrity.’ The task, this year too, was to conceive and execute a campaign that would stir up excitement and interest around the awards, thus inducing participation and raising the overall awareness of Kaan in the minds of the creative community. A key insight into the craft of radio is that it isis ddifficultififficficulult – comparedc to other media. And who bebbetteretttterer toto knowknkno this than the Mirchi-McCann coccombine?ombmbinine?e? HHencee the theme of Kaan 2010: Radio – AsAs TToughououghgh asa It Gets. AsAs AkshayAkksshahay Kapnadak, ECD McCann Erickson pupputsutsts iit,t,t, “For“FFoor a writer, radio is as pure and tough as itit ccomes.omomeses. There’sThThe no art-guy to rely upon.” ThTThishisis iinsightnsnsi was the stimulus for the bibbirthirtrth ofof the Granny theme – showcased byby tthehhee Kaan website’s aptly named ‘evengrannycancrackit.com.’‘e‘eveven The websiteweweb introduced Mrs. Savitri Shinde, a septuagenarian from the humble villagevivil of Ghodegaon and her views onon advertising. Through the granny route,roro the campaign took a friendly digdidi at advertising that uses stunning models,m expert photography, scenic locations,loloc special effects or any other visualvivis element to enhance the appeal

4 GRANNY’S GYAAN “Ek photo dalke, chota line lagake toh main bhi ads bana sakti hoon!, bade bade directors ko leke toh main bhi film crack kar sakti hoon, tumne kya kiya hai.”

- AFAQS! REPORTER OCTOBER 2010 5 Over the next few days, Mumbai’s advertising The website registered a huge number of agencies were in for a surprise! A saree clad hits directly related to the timing of the activity, granny, a traditional copy writer, took everyone due to the sheer curiosity the activition evoked. by shock, as she made her way through creative Another good gauge of the response was the departments of various agencies mocking them number of calls received asking that the activity on the work they do. “Ek photo dalke, chota be rolled out in other agencies, as word spreads line lagake toh main bhi ads bana sakti hoon!”, fast within the tightly-knit creative community “bade bade directors ko leke toh main bhi film within advertising. Concomitantly, Granny sent her portfolio to agencies across the country evoking chuckles and an increasing buzz around Kaan Awards 2010.

Use of Social Media Granny registered her presence through Facebook. In 40 days, she made over 450 friends, including a lot of advertising biggies. Why Facebook page was so successful was because there was no hard-selling. Most of the posts and replies were aimed at entertaining people and building up granny’s character. crack kar sakti hoon”, “tumne kya kiya hai” were The Facebook activity got a lot of positive some of the statements she made at the agencies reactions from the industry. And Granny’s she visited. The audience was stunned into responses were witty yet polite. In one case, a silence for a while, while granny exited the office ‘non-believer’ was stunned when Granny posted looking totally disappointed with the work. a picture of hers that was a personalized reply to This baffled one and all. The plot was revealed his comment. 10-15 minutes later, as posters were put up across floors with website addresses like www.even- Kaan Jury Meet – the next opportunity BRAIN grannycancrackitwithoversizedmangoes.com, The next twist in the Granny tale came with www.evengrannycancrackitwithgreedyalligators. the Kaan Jury Meet. This was an occasion STORMING com and www.evengrannycancrackitwithegg- where the who’s who of advertising came Esteemed panel of jury, heads.com. All these links redirected the user to together to evaluate a whole year’s work on discussing various entries of the main site www.evengrannycancrackit.com. radio. The jury meet was an occasion for the Kaan Awards 2010. All this, an obvious hint at the fact that with jury to assess the quality of work received, Judging the earful of excellence visual aids, any writer can crack a good advertise- reflect on the state of the industry, suggest the is tough indeed! ment. way forward for the awards and perhaps radio

- 6 AFAQS! REPORTER OCTOBER 2010 advertising in general. What better occasion for Granny to gatecrash into the proceedings? The campaign thought now evolved to a stage where Granny had not managed to land a job yet with any agency and was willing to try anything to get one! Her innate qualities of resourcefulness came fully to the fore. Armed with goodies for the jury, she made a strong pitch for a Kaan award thinking that it would get her a job somewhere and engaged them into giving her tips on how to win one! The jury, of course, good naturedly played along and pulled her leg quite a bit along the way.

Culminating the theme – The Awards Night The piece-de-resistance was on the Awards night. Granny decided to attend the awards in the fond hope that she would win the coveted Radio Writer of the Year Award. She was introduced to the thousand strong audience through a brief audio visual that ended with the spotlight on her – her second introduction to the advertising community. And all hell broke loose when she realized that she had not won. To the merriment of the audience, she sprinted off with the Radio Writer of the Year trophy, before the actual winner could. In conclusion, Granny provided a very visible face for this year’s Kaan theme and generated very good recall for the event. Through this character and its many dimensions, the creators were able to raise the awareness and interest in this category far in excess of its size. Prasoon Joshi of McCann Erickson sums it up aptly, “The Kaan Awards is a great initiative by Radio Mirchi. It’s the only award that solely aims to up the quality of radio advertising in this country. So with this campaign, we hope to change the way people look at this medium.”

GRITTY GRANNY

To the merriment of the audience, Granny sprinted off with the Radio Writer of the Year trophy, before the actual winner could.

- AFAQS! REPORTER OCTOBER 2010 7 SOUND “Writing was better this time, last year ideas ruled while EFFECTS production designs were the best the This is what the jury members had to say about Radio advertising in year before.” general and Kaan Awards 2010 in K V Sridhar specific. Generous sprinkling of praise Leo Burnett India and encouragement. Read on... “Radio is a very Sharif medium. It doesn’t intrude “This initiative is a into your daily saviour for Radio chores.” Advertising, Prasoon Joshi it helps identify McCann different ads across Erickson the country.” Agnello Dias TapRoot India “This year the ideas are different and innovative “Kaan Awards but the is a leadership crafting is weak.” step by the Rekha Nigam leaders Vihaan to help look Communication at the future.” Josy Paul BBDO India

- 8 AFAQS! REPORTER OCTOBER 2010 KAAN JURY KAAN JURY Name Agency Agnello Dias Tap Root Amer Jaleel Lowe MEMBERS Ashish Khazanchi Publicis Ambience Bobby Pawar Mudra DDB Two new categories were included to Kaan Awards this year. Best Radio Deepa Krishnan Lowe Creative of the Year – Client’s Choice and Best Use of Radio as a Medium. Gullu Sen Dentsu Josy Paul BBDO JURY FOR CLIENT’S CHOICE AWARD K S Chakravarthi Draft FCB Name Company KV Sridhar Leo Burnett Deepika Warrier PepsiCo. India Piyush Pandey Ogilvy & Mather Shashank Srivastava Maruti Suzuki India Prasoon Joshi McCann Erickson Himanshu Khanna Wrigley India Pratap Suthan Cheil Communication L K Gupta LG India Priti Nair BBH Mohit Gupta Make My Trip R Balakrishnan Lowe Viral Oza Nokia India Ramanuj Shastry Saatchi & Saatchi Sameer Suneja Perfetti Van Melle India Ramesh Ramanathan Firing Neurons Sameer Satpathy Marico India Ravi Deshpande Contract Advertising Sanjay Tripathy HDFC Standard Life Insurance Rekha Nigam Vihaan Communication Ajit Thakur Set India Senthil Kumar JWT Lloyd Mathias Tata Docomo Suguna Swamy Ogilvy & Mather V L Rajesh ITC Foods Sunil Thoppil McCann Erickson Suparna Mitra Titan Industries P Krishnakumar Dell India Joel Almeida Megamart India Praveen Kulkarni Parle Products Ajay Kakar Aditya Birla Group Sudhanshu Vats Hindustan Unilever

JURY - BEST USE OF RADIO AS A MEDIUM

Name Agency Sam Balsara Madison Communications Bobby Pawar Mudra Group K V Sridhar Leo Burnett India

- AFAQS! REPORTER OCTOBER 2010 9 PRASHANT PANDAY I ED & CEO I ENIL “Radio’s best time is still to come.”

n IIM-B graduate At the end of the day, we all serve our clients, its Prashant Panday has important to know what they think. Abeen with Radio Mirchi right from its inception. He has How do the annual Kaan Awards help several achievements to his credits Radio Mirchi as a brand and as a radio including the roll-out of phase II station? radio stations of the company. Mirchi’s B2B positioning is clearly on ‘providing Currently at the helm of Radio ideas to clients.’ We do not sell Free Commercial Mirchi as the Exceutive Director Time (FCT), we sell ideas. We have 15 people in and the CEO, Prashant also programming dedicated to our clients. They do looks after 360 degrees – the event nothing but think client’s brands. This is why we management arm of ENIL. His pick up so many high billing and creative deals thoughts on radio, its prospects from the market. The Mirchi Kaan Awards just in India and this year’s Kaan helps reinforce this for us. Awards. Excerpts: How do you envision the initiative now How was the seventh edition of Radio after seven years? Any plans of having Mirchi Kaan Awards different from the international entries? previous years? Since the beginning, we have been sending two The seventh edition was our best ever. We young turks from the agency which wins the shifted back to the preferred location – Grand Crystal Award, to the Cannes ad film festival in Hyatt, Mumbai. Attendance was terrific. More France. We will continue that. Going forward, than 1000 people attended the awards, many of we will also make the scope of the awards bigger . them were industry biggies The quality of the ads has improved dramatically What are the prospects of radio as a medium over the last seven years. All in all, it was a great of advertising in India? experience. Radio’s best time is still to come. I envisage that with Phase III, the share of radio will rise from Why were two new award categories included the present five percent to seven percent in the this time? What would that achieve? next three years and then with Phase IV, it will Over the years, radio itself has evolved from rise to nine percent in next three-four years. being just another medium to being something By Phase IV what I mean is, the opening up of special. Advertisers who use radio for its special as many as 15-20 new frequencies in the metros, capabilities tend to get a lot more return, even taking the total up to 25-30. if they have to pay more. These two award The government has to think about this, categories recognize this feature. releasing spectrum is not a difficult thing. The Media and the creative jury together decided separation between channels can be reduced on the Best Use of Radio as a Medium award. from the present 800 KHz to 400 KHz and we Likewise, we got the clients in for the first time can instantaneously have nine more channels in to decide their favorite campaign. each city.

- 10 AFAQS! REPORTER OCTOBER 2010 SUJATA BHATT I EVP-MARKETING AND STRATEGY I RADIO MIRCHI

ujata Bhatt joined Radio Mirchi in 2003. The to where the medium is growing. The two new double Masters degree holder has around 18 years awards introduced this year were a result of this Sof experience, she has worked with Levi Strauss, kind of background work. We wanted to make Feedback Reach, Tefal India, HUL, GPI & Ranbaxy. the awards more inclusive with respect to two large communities which are deeply involved in How was the response for the seventh the business of radio – but yet under-represented edition of Radio Mirchi Kaan Awards? at Kaan – the clients and the media agencies. We are very pleased with the response that we Clients buy radio work and are key decision got from agencies for the seventh Mirchi Kaan makers in figuring out advertising that meets Awards. brand objectives – we wanted Kaan to recognize As the years go by, we realize that people that and award that work. Hence the introduction are now actually writing FOR radio. Before of the Best Radio Creative of the Year, selected by private FM came into this country, creative a stellar jury of marketing heads across FMCG, agencies had a generation of writers who thought consumer durables and telecom. These people television. But with the passage of time and the are the final stamp of authority with regard to the increasing listenership that radio commands, advertising that gets aired and what better way to radio advertising has become a serious business. showcase their approach to radio? The second People now create excellent advertising crafted to award we introduced this year focuses on the the nature of the medium. ‘craft’ of radio – as a medium. Let me give you an example – in the early We realized that ‘clever’ brands were days of Kaan, we would see entries where people utilizing the peculiarities of the medium merely lifted a TV script and converted that of radio to showcase brand attributes. The into a radio commercial. Today we have radio winning entry for example is ‘The Pleasure of Mixing’ for Bajaj Blenders – where listeners “Nothing could be more could create music by mixing what was playing across two radio stations simultaneously! This satisfying than to lift the quality kind of ingenuity was going unnoticed. Also we opened up Kaan to media agencies for the first of work in the industry.” time – since a lot of such innovation comes from them. We felt it was time to recognize spots for the same brand that that kind of creativity as well. have a completely different treatment as compared to the How do the annual Kaan Awards help Radio TVC – that’s the evolution of Mirchi as a brand and as a radio station? writing for radio that we have There are some category initiatives that we chose seen – and nothing could be to undertake as leaders in radio space – and this more satisfying for a market is a decision taken seven years ago. One such leader than to lift the quality is Kaan, another is the Mirchi Music Awards. of work in the industry. The impact of these initiatives is subtle yet far- reaching. Brand Mirchi cannot afford not to Why two new award work for the category of radio advertising – we categories this time? What have taken it upon ourselves to raise the bar was the thought process? as far as radio is concerned. And this extends Every year as organizers, we from finding a way to showcase radio talent to confer with the jury on how experimenting with distribution platforms for we can improve the awards content. and expand their scope. We We see the Kaan Awards as a milestone in look upon the international recognizing talent in radio and we are committed experience as well for pointers to celebrating such excellence via a national $%&'( )*+

- AFAQS! REPORTER OCTOBER 2010 11 O.R. RADHAKRISHNAN I CREATIVE DIRECTOR I MCCANN ERICKSON “It’s about celebrating excellence in radio advertising.”

civil engineer by What were the reasons behind choosing qualification, Radha - as Granny. Will she continue next year? Ahe’s fondly called - has That’s the easiest thing to do. However, if the won many laurels in a decade- campaign requires, so be it. However, the attempt long experience in the advertising would be to refresh the event communication year industry. Some of the awards after year with novelty being the keyword. to his credit are Adfest Gold campaign 2007, Adfest Gold What have been the creatives in previous six campaign 2009, and the Young years? Guns Gold 2007. Last year’s Kaan campaign was, ‘Vote Against Member of the team that Mediocrity,’ which was about opposing mediocre conceptualised granny for Kaan radio ads. This year, we thought of going one Awards 2010. Here’s what he step ahead by challenging the writer’s ability and thinks about Granny, Kaan thus provoking them to write better radio ads. Awards and their popularity. Excerpts: The common underlying theme is celebrating excellence in radio advertising. How was Granny conceptualized? Why a traditional middle-class old lady as a mascot? How are Kaan Awards different from other The art of writing is dying, and many writers often awards in the radio industry? find themselves limited by the visual mediums Kaan Awards have been the definitive radio like print, TV and outdoor. This was the starting advertising awards since the past seven years. point for the campaign that followed. And so Every year, we partner Mirchi in developing a was born the ‘Even Granny can crack it with creative theme around Kaan. In fact with regard to visuals’ campaign. It takes a friendly dig at ads Kaan, we are in the happy position of being treated that use stunning models, expert photography, as ‘clients’, as we or people like us in the creative scenic locations, special effects or any other visual fraternity are the ones to whom this entire exercise element to enhance the appeal of the message. is targeted. To heighten this ease of having the support of a visual medium, the Granny was introduced as a For you, how has the journey of Kaan Awards character who despite her obvious shortcomings been, creatively and commercially? in terms of age and writing skills managed to do Not just Kaan, working with Brand Mirchi has good visual based ads. However, when it comes been a very satisfying experience for McCann to radio, she has not been able to crack anything. Erickson. We look forward to showcasing the best Hence the theme – Radio. As Tough As It Gets. creative effort towards Kaan next year now!

- 12 AFAQS! REPORTER OCTOBER 2010 SNAPSHOTS

From claps to clamour and cat-calls, from taking pot shots to patting backs, from being fun-filled to frantic, Radio Mirchi Kaan Awards had them all this year. Some Snapshots... JURY MEET KAAN AWARDS NIGHT 2010 - 16 AFAQS! REPORTER OCTOBER 2010 - AFAQS! REPORTER OCTOBER 2010 17 GRACIOUS AWARDS NIGHT GRANNY The tone of the event was established with a funny little Audio Visual that documented Granny’s Granny provided a very visible journey, right from the time she went to agencies blasting creatives, to the time she tried bribing face for this year’s Kaan theme her way to win a Mirchi Kaan Award. and generated very good recall for the event.

'&&$&,%'-( )** “Every year through various initiatives that surrounded that we highlight platform on a perpetual basis. We are proud to idea. have created a property of such stature. The idea of Granny was integrated into a new yet the entire communication for Kaan, right relevant How has the journey been so far? How was from the website to the Facebook presence theme. This Granny conceptualized and made famous? to an agency activation effort, culminating in Every year Kaan chooses to highlight a new yet her presence at the awards night, where she time it was deeply relevant theme. This year the category created a minor ruckus by actually running that radio insight that we decided to focus on was that radio away with an award. advertising is advertising is tough. It doesn’t allow the luxury On our part, we are very happy with the of using stunning locales or scintillating SFX or reaction to this creative treatment via the Granny tough.” celebrity visuals. It is terribly demanding to write idea that we got from the advertising community good radio creatives because of the limitations of and would like to see how to extend the idea to the medium. other media like radio. It was in discussions with McCann Erickson, that the creative expression of the idea emerged. Radio is a difficult medium for advertising, Television advertising is so easy that even your do you agree? grandmother can do it. And that’s how Granny Absolutely! Radio is very challenging – but was born. An old lady, bristling with energy, as I mentioned, we are very happy to see the with all the jugaad that’s intrinsic to essential evolution in radio writing and production over ‘Indianness’ – that’s her persona and that’s what the years. We are looking forward to the work people warmed to – both online and offline, that gets entered next time around now.

- 18 AFAQS! REPORTER OCTOBER 2010 The Cancer Foundation spot (that won Client’s Choice Award) had to be engaging enough with the right voices, right tone, and right delivery. Most importantly, the well measured pauses had to be employed in just about the right way to be able to meet the two-phrase execution brief: convey ‘countdown’ and ‘time is running out’. Winning Radio Creative of the Year – Client’s Choice Award can only be the second most satisfying result. The first being creating the much needed awareness. I LET’S GET believe the spot opened the mind’s eyes of the listener. Leo Burnett’s Bajaj Mixer’s ‘Pleasure of Mixing’ won the newly introduced category: RADIO-ACTIVE! Best Use of Radio As a Medium. The simple innovative idea was also India’s only entry to clinch a Cannes Lion this year. Leo Burnett’s ‘Filmy’ spot for Bajaj mixer Manohar Nayak of Lingo India - Winner of Excellence was a hilarious spoof on the famous Bollywood in Production shares his views on the winning streak dialogues. It was a perfect blend of great scripting and various campaigns that made it happen. Here’s and amazing crafting. what he says: The dialectical touch also did the trick; but I have always maintained that I love the sound the real magic was in the voice – the gripping, of languages. As much as I love the language engaging delivery ensured that a long spot of sounds. Hearing words like badhaai ho! and sounded half its actual duration. That, to sounds like ‘the applause’ makes my day. For, me, is an ultimate test of an effective radio both signal an accomplishment. Award shows commercial. I am glad Sherry (Shreyas Jain) are all about accomplishments. Some people fall won the ‘Best Voice’ award and proved me short of it, some stand tall after it. right. If this script wasn’t narrated the way We at Lingo India got lucky this time around. it has turned out, it would have become too The ‘Excellence in Production’ award saw a much for the ears. dream turn real on stage. A hearty thanks to Besides awards, I am happy the Mirchi Taproot India, Leo Burnett, Mudra and O&M. Kaan jurors did not run the spots through I am essentially a transcreator. Of an idea multiple filters and sterner benchmarks. As I into execution; a script into sound; and an ear have repeatedly demanded, and I’ll say it again, into an eye. I transcreate this phenomenon as this medium is inherently truly Indian and needs Passion. handholding. The ‘Crystal’ award is always very special, Radio is not a medium for business. and we have held it twice before. First, for Inexpensive and cerebrally visual, this medium is the Lingo spot and the other time for the more passion driven than profits driven. Cycle Agarbatti spot. While the famous ‘ling’ I congratulate the Mirchi Kaan organizing spot for Lingo was written by Rahul Jauhari committee to have paved way to take the brand- of Rediffusion, Cycle belonged to Ajmal conversation medium to another level. Let’s take Mohammad of Mudra. radio seriously. Let’s all get radio-active.

- AFAQS! REPORTER OCTOBER 2010 19 BLENDING NOTES

Awarded with the Most Outstanding Voice of the Device: Year at Kaan Awards 2010, Shreyas Jain details the In order to bring across this very blending factor winning entry - the campaign for Bajaj Mixer. we used the device of merging several Bollywood The conceptualisation, thought process, devices scenes, which were the attention catcher of their involved and the execution, all find a mention here. respective movies.

Title: Execution: Bajaj Mixer - Filmy We strategically collected different scenes from different Bollywood movies.The chosen scenes Idea: were not just popular within Bollywood but The idea was to highlight the power of mixing made its impact all over India. These scenes along with a blend. ranged from the oldest movies to the newest ones. Thus, taking us through a journey across the eon, with a tad bit of fun instilled. The scenes included several famous characters “Crucial aim of our like Gabbar, Samba, Mogambo, Mother India, Karan-Arjun and Sita-Geeta. Apart from this, execution was to maintain we also tweaked a couple of songs, supremely hilarious in their own context. humour and the touch The most crucial aim of our execution was to of the essence of varied maintain humor and the touch of the essence of varied Indian cultures. Indian cultures.” The scenes had no connection with each Shreyas Jain other. However, when mixed, every scene was Winner - Most Outstanding made to form a considerable humoristic link with each other. This, in turn, created an altogether Voice of the Year new story with a remarkable comic flow.

RADIO AS TOUGH AS IT GETS

- 20 AFAQS! REPORTER OCTOBER 2010 CROSS CONNECTION

Before teaming up at Cheil Worldwide, while Aneesh previously worked with Dhar & Hoon Communications Grey Worldwide and LOWE; Aneesh Jaisinghani Sambit Mishra Sambit started his career with Rediffussion went on to work for Publicis and then LOWE. Monk in the evening. Having won various awards for their work We realised that mistaking one similar at Abbys and the Goafest, the two Creative word for another can make for hilarious Directors write about the winning campaign. possibilities. Read On. And the idea was a natural fit for radio as a medium, as it is all about sounds. The brief for the radio spots This led to the Arth Ka Anarth from the client (Samsung for “The two campaign. their home theatres) was to technologies The toughest challenge highlight the two technologies though in the whole exercise was BKCT and DNSE that enable sounded like remembering the idea that we better sound clarity. two terms had discussed the previous night, The two technologies which the next morning. were sounding like two terms out out of an The campaign for Samsung of an aeronautical engineering Aeronautical Home Theatre won all the three text book during the briefing Gold, Silver and Bronze in the started sounding a lot friendlier Engineering consumer durables category at after a couple of pegs of Old text book.” Kaan 2010.

RADIO AS TOUGH AS IT GETS

- AFAQS! REPORTER OCTOBER 2010 21 JUGGLING NEWS

Shreyas Jain from Leo Burnett details the idea, conceptualisation and the execution of the entry that helped the agency clinch the Crystal Award at Kaan this time.

Title: Bajaj Mixer - Newsreader

Idea: The idea was to highlight the power of mixing Shreyas Jain along with a blend.

media in recent times. Device: For example the “Prince news” the boy who In order to bring across this very blending factor was rescued from a borewell or the much talked we used the device of merging about wardrobe malfunction at breaking news from different the fashion week, some of these channels, which were the news headlines got several days of attention catcher at some point “The most live media coverage as well. in time. crucial aim of The most crucial aim of our execution was to maintain Execution: our execution humor by mixing it up smartly. We strategically collected was to maintain We weaved all the news headlines from different news portions in such a way that the channels and mixed them up, humour by last word of the first sentence some of the lines were simply mixing it up becomes the first word of the created by us but the rest next sentence, and it worked. were talk of the town and smartly.” Winning both the hearts and created a lot of buzz across all the trophies!

- 22 AFAQS! REPORTER OCTOBER 2010 SHOWCASE