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 – ccompared to other media. And who bebbetteretttterer ttoo knkknowno this than the Mirchi-McCann coccombine?ombmbinine?e? HHencee the theme of Kaan 2010: Radio – AsAs TToughououghgh aas It Gets. AsAs AAkshaykksshahay Kapnadak, ECD McCann Erickson pupputsutsts iit,t,t, ““ForFFoor a writer, radio is as pure and tough as itit ccomes.omomeses. ThTThere’she 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 ‘e‘‘evengrannycancrackit.com.’eveven The wewwebsiteeb introduced Mrs. Savitri Shinde, a septuagenarian from the humble vivvillageil of Ghodegaon and her views onon advertising. Through the granny rorroute,o the campaign took a friendly diddigi at advertising that uses stunning mmodels, expert photography, scenic lollocations,oc special effects or any other vivvisualis 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.