Ad gurus met to select the best radio ads of 2011

Mumbai: Ad gurus met to select the best radio ads of 2011 for the 9th Mirchi KAAN Awards. The 9th edition of the Kaan Awards had an unprecedented response. There were a record 300 entries, a 50% jump over last year. The number of agencies participating doubled to 33 agencies. And the number of entries for the Best Use of Radio as a Medium saw a tripling of entries to a record 31. Entries were spread across 15 categories, ranging from food to cosmetics.

The winners will be felicitated at a gala event hosted by the inimitable Cyrus Broacha on 17th April at Comedy Store, Phoenix Mills.

The Mirchi KAAN Awards was introduced in 2004 to celebrate creativity in the challenging and evolving field of radio advertising. Over the years it has recognised and honoured ground-breaking and original radio campaigns.

Speaking about the 9th Mirchi KAAN Awards, GG Jayanta, National Marketing Head - Radio Mirchi, said, “Every year the stakes get higher. In our 9th edition, the entries and the number of participating agencies have doubled. This is a testament to the prestige that winning a KAAN award gives. I thank the jury for having taken the time out of their busy schedule and selecting the winning entries”.

The eminent jury included stalwarts like Pratap Suthan, Priti Nair, Amit Akali, Malvika Mehra, Manohar Nayak, Josy Paul, Rekha Nigam, Deepa Krishnan, Ramanuj Shastry, Tista Sen, Sonal Dabral and Ravi Deshpande.

Sharing their thoughts about the quality of entries received this year, the honourable jury members commented:

Josy Paul (Chairman and National Creative Director- BBDO India) said, “Radio is a very personal and one to one medium. Hence good execution is of utmost importance. There has been resurgence in lot of fresh ideas this year which has lead to more freshness in programming.”

Sonal Dabral (Chairman and Chief Creative Officer, DDB Mudra Group) said, “I am on the Mirchi KAAN Jury for the very first time this year and I am quite excited to be a part of this process. Radio as a medium has a lot of potential. Unlike earlier, a lot of brands have now started including and demanding for Radio advertisements to be included in the overall marketing campaign.”

Ravi Deshpande (Chairman and Chief Creative Officer, Contract Advertising) said, “Advertising is always evolving and especially advertising has seen tremendous amount of growth. Interesting trends of conversations are always happening and it’s nice to see them getting adapted to the medium of radio”.

Ramanuj Shastry (Chief Creative Officer, Saatchi & Saatchi) said, “It’s fun to be a part of the Mirchi KAAN Awards. New writers are coming in, innovative projects are being showcased. As a jury member it is a pleasant experience to watch this fantastic trend”.

Amit Akali (Group Creative Director & Creative Head, Ogilvy and Mather) said, “The Tony Hertz workshop for these aspirants as a run-up to the main KAAN Awards is a commendable initiative by Radio Mirchi. The workshop will help the listeners to learn the nuances of radio advertising and improve the quality”.

Priti Nair (Founder & Director, Curry Nation) said, “We have seen a lot of entries at the 9th edition of the Mirchi KAAN Awards. The castings of voices have also become better. Separate recognition of talents in radio advertising is very important due to the huge potential in this area.”

This year the theme of the Mirchi KAAN Awards’ ‘Listen, Learn, Shine’ focuses solely on the quality of work in the developing industry of radio advertising. Celebrated and renowned ad guru, Tony Hertz, will conduct a seminar on the art and craft of radio advertising for the aspirants from various ad agencies on 17th April as a build up to the Awards night. ET Now is the television partner and is the digital partner of the 9th Mirchi KAAN Awards.

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