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ERAA 2010: Creative honchos look forward to new ways of celebrating radio advertising on Sept 15

ERAA 2010: Creative honchos look forward to new ways of celebrating radio advertising on Sept 15

Author | Pallavi Goorha Kashyup | Friday, Aug 27,2010 8:21 AM

ERAA 2010: Creative honchos look forward to new ways of celebrating radio advertising on Sept 15

It is not just the radio players and advertisers who are looking forward to the first ever exchange4media Radio Advertising Awards (ERAA). Calling ERAA a wonderful initiative, the creative honchos feel the awards would encourage better creativity in the radio medium. The 1st Annual ERAA will be held in Mumbai on September 15, 2010, and will recognise the best work done between July 2009 and June 2010. Last date for receiving entries is August 24, 2010. Awards would be given in 22 categories.

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.

Creative Honcho Speak:

KS ‘Chax’ Chakravarthy, NCD, DraftFCB Ulka, commented, “Creativity in radio has evolved a lot. Radio is a medium where clients are willing to be adventurous and do new experiments and have fun with this medium. The parameters are very few. The messages are very light and not overloaded. Radio still has a way to go. We are using radio in a much better way now.”

Welcoming the ERAA awards, Prathap Suthan, NCD, Cheil Worldwide, said, “It’s a wonderful initiative. Considering that besides the Mirchi Kaan Awards, which is exclusively for radio, at present there is really no other platform that celebrates excellence in radio advertising. I am sure keeping in mind exchange4media’s continuous growth, drive and importance, we can look forward to some new changes and new ways of celebrating radio advertising.”

Suthan added here, “Creative quality on radio has somehow stagnated. But the day is not too far off when someone will grab that opportunity and do some special things with the medium. It is waiting to be taken, and with more listeners out there, it could rise to a pretty dominant medium and vehicle for advertisers too. I believe that radio has the flexibility through the audio medium and mobile phones to source user generated content too. Who knows, there is a radio equivalent of YouTube waiting to be discovered!”

KV Sridhar, NCD, Leo Burnett, felt, “It is always good to have awards as they encourage people to do better. Radio is one of the most inexpensive mediums to build a brand and encourage creativity amongst the creative agencies, radio channels, and so on.”

“Creativity has evolved in radio from the days when it involved popularising trademarks and jingles. Today, there are better ideas and skilled crafting. Technology is paving the way for more experimentation. Interactive radio gives an interesting element to the medium. The live nature of radio is catching up. There is much more of localised radio and there is a need for more localised programmes. It is always good for people to hear content in their own language,” he added.

Josy Paul, Chairman and NCD, BBDO India, remarked, “Radio is the original interactive medium. It is engaging because it is both personal and local. We have some amazing radio writers in India. I am sure the jury will hear some great work. The creativity in the medium is growing. I have been Chairman of the radio jury at the GoaFest and on the panel for the Mirchi Kaan Awards. We had heard some really memorable and inspiring work. Many of them were so vivid that you could see them, not just hear them. I wish exchange4media the very best in its mission to grow radio by recognising the best. All we need is more radio ga-ga.”

Awards Categories:

The inaugural exchange4media Radio Advertising Awards will have 22 awards categories, which have been divided into four broad categories – Media categories and Creative categories, Broadcaster categories 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 & services)/ products, Best Radio Creative – Services (excl 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 is Radio Media Agency of the Year, Campaign of the Year – Corporate, Campaign of the year – Retail, Radio Advertiser of the Year.

All radio stations, media agencies, creative agencies rush in your entries for the exchange4media Radio Advertising Awards. For further information on the Awards, please visit –

Also read:

Excitement in the airwaves: Industry honchos give two thumbs up to exchange4media Radio Advertising Awards

Radio advertising to get a boost with the 1st Annual exchange4media Radio Advertising Awards on Sept 15

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