Top Story

e4m_logo.png

Home >> Cannes 2010 >> Article

Cannes Lions 2010: Leo Burnett bags India’s only Silver Radio Lion; Jury member Manohar Nayak asks why focus on only English ads

23-June-2010
Font Size   16
Share
Cannes Lions 2010: Leo Burnett bags India’s only Silver Radio Lion; Jury member Manohar Nayak asks why focus on only English ads

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.

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.