Hectic activity is on for the 1st Annual exchange4media Radio Advertising Awards (ERAA), which will be held in Mumbai on October 7, 2010. ERAA 2010 will recognise work done in the field of radio advertising for the period July 2009 to June 2010. Following the overwhelming response from the agencies, advertisers and radio stations, and on popular demand, the last date for receiving entries for the Awards has been extended to September 20.
The jury members include Lynn de Souza, Chairman & CEO Lintas Media Group; Agnello Dias, Co-Founder & CCO, Taproot India; Sandip Tarkas President, Customer Strategy, Future Group, India; and Anupam Vasudev, EVP, Marketing & Communications, STAR India Pvt Ltd.
The industry has wholeheartedly welcomed the Awards. Sanjay Tripathy, Executive Vice President and Head, Marketing, HDFC Standard Life, said, “exchange4media has indeed taken a great step by launching the radio awards. Since radio is an emerging media vehicle, recognition of radio advertising would be a significant step to lift the medium further.”
He further said, “Radio as a medium has been extremely important to us. In fact, within the category, we were the first ones to use radio extensively. We have always followed a 360 degree communication approach over the last five years for all our campaigns. And, radio has played an important and integral role as a part of our media mix. Given the reach and creative scope this medium has, it helps provide a crucial support to all our mainline communications, in an extremely innovative and cost effective manner. The Abby/ AAAI Awards, which we have received (in the financial services category for our path breaking creatives) over the past couple of years, demonstrate the importance we have accorded to this medium. Listening to radio is like reading a book, where your brain is deeply involved, and thus more impactful in terms of registering the communications. Radio creatives if prepared well, work wonderfully and effortlessly in combination with TV and other media vehicles.”
Ajay Kakar, CMO, Financial Services, Aditya Birla Group, lamented, “Regrettably, in recent years, radio as a medium has not got its due within the media mix. Somehow, it has always got lost between the more visible TV and print media on the one side and the glamorous new (digital) media on the other. I congratulate the exchange4media Group for having thought of and launching the Radio Advertising Awards. It will go a long way in encouraging the advertisers and agencies by recognising their best work.”
Vikram Mehra, Chief Marketing Officer, Tata Sky Ltd, remarked, “It is a commendable effort, which will help provide a platform for excellence in radio advertising in India. Radio has often been a neglected option in terms of the creative development process by advertisers and agencies. Hopefully, such initiatives will bring a renewed focus and attention to radio advertising.”
The inaugural ERAA will have 22 categories, which have been divided into four broad categories – media, creative, broadcaster and excellence awards.
The media category includes Best Brand Integration on Radio – Corporate/ Retail, Best Radio Media Innovation – Corporate/ Retail, Best Unique Use of Multiple Stations, Best Use of Radio in a Media Plan – Corporate/ Retail, Best Use of Radio in a Media Plan – Retail, Best On Ground Activation for a Client – Corporate, Best On Ground Activation for a Client – Retail.
The creative category includes Best Radio Creative – Telecom Services/ Retail, Best Radio Creative – Media (all media and related products and services)/ products, Best Radio Creative – Services (excluding telecom, retail and media), and Best Use of Craft in Radio.
The broadcaster category includes Best CSR Initiative and Best Client Sponsored on Ground Activation done by a Radio station for self. In the Excellence Awards category there are the Radio Media Agency of the Year, Campaign of the Year – Corporate, and Campaign of the year – Retail, Radio Advertiser of the Year.
For further information on the exchange4media Radio Awards, please visit- http://www.exchange4media.com/eraa/.