February 25 dawned in India with the Academy Awards celebrating some serious cinema, but nightfall the same day saw Bingo Red FM’s Bajaate Raho Awards 2007, that celebrated ‘excellence in stupidity’. As the lovable Forrest Gump had once said, “Stupid is as stupid does,” the phenomena encompasses different sectors and genres and personalities.
While not exactly the equivalent of Hollywood’s Golden Raspberry Awards, Bingo Red FM Bajaate Raho Awards might be one of the very few awards that the winners would dread. Into its third year now, Bingo Red FM Bajaate Raho Awards were given away at a ceremony in Mumbai on February 25.
Awards were given away in categories such as Bollywood, Music, Cricket, Television, City Special Awards for Mumbai, Delhi and Kolkata.
Ram Gopal Varma ‘bagged’ two Awards in the Bollywood category – ‘Release Ke Pehle Superhit Film’ for Amitabh Bachchan-starrer ‘Ram Gopal Varma Ki Aag’ and ‘Bravery Award’ for another Big B-starrer ‘Nishabd’. Bachchan, too, ‘bagged’ an award in the ‘Special’ category – ‘The 58888 Highest Selling Voice Award’.
Veteran lyricist Gulzar bagged the award for ‘Best Hindi Lyrics’ for the movie ‘Ticket to Hollywood’, while music composer Pritam was declared to the ‘Sabse Mehnat Karnewala Music Director’.
In Cricket, the award for ‘Best Opening Partnership’ was bagged by Mahendra Singh Dhoni and Deepika Padukone! Sreesanth took home the ‘Hit Wicket Award’.
In the Television category, the award went to ‘Ba’ from ‘Kyunki Saas Bhi Bahu Thi’. She was given the ‘Hadd Ho Gayi’ Award.
Metros like Mumbai, Delhi and Kolkata weren’t spared either. Mumbai’s auto and taxi drivers were declared to be ‘Mumbai Ki Shaan’, while the National Capital’s killer Blueline buses were given the ‘Dilli Ki Shaan’ Award. ‘Kolkata Ki Shaan’ is the public transport of the city.
Red FM had undertaken a 360-degree media campaign spanning three weeks to promote the Bajaate Raho Awards. The campaign, which had FM station’s Kamla (of ‘Kamla Ka Hamla’ fame) as the Award mascot, kicked off in Mumbai, Delhi and Kolkata on February 5. Listeners voted for their ‘favourites’ among the nominees between February 7 and February 21.
Abraham Thomas, COO, Red FM, said, “We are very grateful for the tremendous response that we have received from people across Delhi, Kolkata and Mumbai. These Awards are a first-of-its-kind in that they are an attempt by a radio station at providing entertainment that goes beyond the boundaries of traditional radio content.”
Bajaate Raho RJs Suresh Menon, Dr Hoezay, Malishka, Mantra and Nitin hosted the Awards show. Singer Mika, Bappi Lahiri, actress Aarti Chhabria, Kashmira Shah and Krushna entertained the audiences with their performances through the evening.
The event was sponsored by snacks brand Bingo in association with Zandu Pancharishtha. Red FM also tied up with Indiatimes 58888 as Voice and SMS partner, Channel [v] as television partner, while exchange4media.com was the online trade partner. Core Networks was the event partner, while Global Advertisers was the outdoor partner.