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ERAA 2010: Winners share their winning mantras

ERAA 2010: Winners share their winning mantras

Author | exchange4media Mumbai Bureau | Tuesday, Oct 12,2010 8:20 AM

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ERAA 2010: Winners share their winning mantras

Excitement over being declared winners of the first ever exchange4media Radio Advertising Awards (ERAA) on October 7, 2010 in Mumbai spills over to this week as well, as the winners relive the experience and share their views with exchange4media. Oye! FM was the sponsor for ERAA 2010.

Big Bazaar and Vodafone jointly won the coveted Radio Advertiser of the Year award. The Radio Advertising Agency of the Year award went to Leo Burnett, while Percept Media was declared Radio Media Agency of the Year.

There were 22 awards categories in all for the inaugural ERAA, which had been divided into four broad categories – media, creative, broadcaster and excellence awards. The evaluation of received entries was based upon the creativity of conception, the quality of the execution, and the achievement of the stated objective.

The exchange4media Radio Advertising Awards 2010 recognised work done in the field of radio advertising in the period July 2009 to June 2010.

Winners Speak
Anuradha Agarwal, VP, Brand Communication and Insights, Vodafone:

“It’s always a great feeling to get any award. As far as ERAA is concerned, it only shows the good work that we and our agencies – Maxus and Ogilvy India – have done. In terms of strategy and creating our mark in radio advertising, our focus has been to do innovative campaigns integrating it in our overall 360-degree approach communication. And we are in the category where we sell air and when we have to sell air over the airwaves, it isn’t easy, but I think our agencies are doing a great job in using radio effectively.”

KV Sridhar, NCD, Leo Burnett India:
“Most of the time, radio is delegated to the junior most official/ planner/ creative. Obviously when the bucks are big, the big officials are involved and when the bucks are small, none of the same officials are involved. So, that is the kind of step-brotherly treatment that radio has been getting. The cost of radio is low in the entire media budget compared to a television commercial. When it comes to radio, nobody cares much and, therefore, it does not get the kind of attention it deserves. The other thing is that radio is sold to clients on numbers and not on the value it brings in for the brand. It is one medium that can be customised in different dialects and languages and thus, can charge a lot more than other mediums, but since we are not doing that, it is considered to be the cheapest medium.”

Sandip Tarkas, President, Customer Strategy, Future Group and CEO, Future Media:
“We are happy to receive the accolade and it’s always a great feeling to be the Client of the Year. But I still believe that there is a long way to go in terms of the work we do, and radio is a key medium for us, especially being in the retail space. We have done a reasonable good job on it, but I reiterate it still needs to get a lot better.”

Ashit Kukian, COO and President, Ad Sales, Radio City:
“It is nice to be recognised for the work we have done, especially if it is coming from a neutral organisation. The feeling of winning an award is always great.”

Shripad Kulkarni, COO, Allied Media:
“All the awards that I have been to so far tend to be agency awards; while ERAA is the first of its kind Award that I have seen where all stakeholders of radio are involved from top to bottom. Thus, this makes it a big win for Percept Media Group. This is just the second year for Percept and one leading survey has rated us as No. 4. There is definitely more to come.”

C Pallavi Rao Navekar, Group Head CSR, Radio Mirchi:
“Considering that it was the first radio advertising awards, it was very well organised. There was a very warm, happy feeling to the entire event. The ‘Lend your voice’ campaign is basically asking people to volunteer their time, voice and effort to read out audio books to the visually impaired.”

Tanvi Garg, Associate Media Director, Media Direction:
“I am really excited that we won this Award for Raymond, because this is the first time that this client has come on radio. It is very encouraging. Thank you.”

Saurabh Dikshit, Associate Creative Director, Ogilvy & Mather:
“We think it is a good venture for a first time and we hope that it does even better the next year. We worked hard on this and when you work hard, you expect a reward. It feels great that people recognise good work.”

Sonya Jose, Manager, Marketing, Pantaloon Retail:
“We won a couple of Awards tonight. We had carried out an ‘RJ Stylometer’, which was done in association with all the radio channels and across five cities. We had at least 6-8 radio stations participating in this. It was a great event. We had a good time and I am really thankful that such an innovative event was recognised at these Awards.”

Pranita Rajan, Programme Controller, Radio Mirchi:
“‘Pepsi Youngistan Ka Wow’ was really a wow activity. A lot of people worked on it. It was amazing because the listeners were sending in lyrics and it was massive. This campaign so deserves this Award.”

Akshay Doshi, Assistant Manager, Star Television:
“I would like to thank all the six radio stations for this innovation.”

Avinash Pareek, Business Manager, Insights:
“Thank you for this Award. It is an innovation for the whole media industry.”

Sherin Varghese, Brand Communication Executive, Radio Mango:
“It is wonderful to win this Award. The Award was for Mess Kerala and we got really good response for the campaign.”

Prackriti Bhaargava, Radio Jockey and Head, Bollywood Desk, Radio Mirchi:
“Woo! This is one brilliant Award. And most ‘masaledaar’ too. We’re clamoring for more and there are many more coming up for Mirchi.”

Also read:
ERAA 2010: Winners announced; Leo Burnett, Percept Media, Big Bazaar, Vodafone shine 

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