The Radio Lions category winners were announced on the third day of the Cannes Lions International Advertising Festival 2010. India has bagged only one Bronze Lion in the category this year. The award has gone to Leo Burnett India for the work done for Bajaj Electricals, titled ‘Pleasure of Mixing’.
Radio Lions jury member Manohar Nayak, Managing Director, Lingo India, explained, “It is innovative use of the radio medium, wherein you mix tunes and create your own by simply switching to channels Big FM and My FM. And because the promoter of the campaign here is Bajaj Hand Blender, it blended well.”
He also informed that the entry titled ‘Coins’ from Bates 141 for Virgin Mobile had almost made it to the cut, but fell behind.
Speaking on the overall nature of the work, Nayak said, “We shouldn’t be happy with our performance in the category. Radio has tremendous potential in India, in fact, the spread that the radio medium has across India makes it one of the strongest mediums. However, creative professionals are still hung over sending entries of the work done in English.”
He explained that while many expected a global jury to understand the work done in English, there was a lot of work happening at the local levels in India. He added, “Marathi, Bengali, Tamil – where are some of the work that have been done at the local level? The jury here can understand work that is coming in any language – it just has to be presented properly. Even this time, every entry had translation in English, but the Indian entries did not.”
Nayak believed that in order to take radio to the next level, it was important for all stakeholders – clients, agencies and radio companies – to work together. While a pre-production meet happens for television, it still does not happen for radio.