Radio Mirchi has brought together the biggest names in Indian advertising to inspire excellence in radio advertising. Now in its 8th year, the Mirchi Kaan Awards recognize and reward the best radio commercials of the year. And like every year, this year’s theme too comes from a strong industry insight.
The campaign ‘Imitate your Idol’ is seeded in the belief that every young creative has an idol he aspires to be like. The campaign lets anybody and everybody to look like their idols. It started with an agency activity wherein people could don wigs and prosthetic features of their NCDs to look like them. The famous moustache, hair, floral shirt and a beer mug for Piyush Pandey. The wig, glasses, black shirt and Filmfare Award for Prasoon Joshi. The head, the beard and the iPad for KV Sridhar, and so on.
Sriram Kilambi – Marketing Head of Radio Mirchi said, “The Mirchi Kaan Awards have always been a great platform for creative’s to make a name for themselves. This year too, we are geared to make it a great experience and award deserving talent.”
The activity saw a lot of enthusiasm in every agency with people flocking to the kiosk to get their makeover done. Says an enthusiastic participant, “The activity was a lot of fun. All our friends gathered around and had fun trying to look like Piyush Pandey. The moustache suits me quite well too.”
The activity was also supported by a digital version of the same at imitateyouridol.com. The website features 15 Creative Heads across 13 top agencies in India. People can upload their picture and get a digital makeover through an app on the website. After enjoying the app, the website urges people to go a step ahead and not just look like their idols, but be like them by getting recognized through the Mirchi Kaan Awards.
The campaign has been planned and executed by McCann Erickson, Mumbai.
When asked about it, ECDs Rahul Mathew and Akshay Kapnadak said, “The client’s brief was quite clear. To enhance the reputation of Mirchi Kaan and get more entries for it. So what better way to do it than an engaging campaign that helps creatives live their dreams?”
Entries for the Kaan Awards are now open, the last date being 31st August 2011. Creatives will be judged by the best minds in Indian advertising. And the awards ceremony is scheduled for 28th Sept at the Comedy Store.