Winners of the Golden Mikes Radio Advertising Awards 2011 were declared at a glittering ceremony in Mumbai on December 19, 2011.
Idea Cellular is Advertiser of the Year. Mindshare walked away with the Media Agency of the Year Award, while Leo Burnett was declared Creative Agency of the Year. BIG FM was adjudged Radio Broadcaster of the Year.
On being adjudged Advertiser of the Year, Sashi Shankar, CMO, Idea Cellular Ltd, said, “We are extremely happy to be awarded ‘Advertiser of the Year’ Award at the Golden Mikes. We have always believed that radio has tremendous scope to engage and interact with audiences due to its ‘theatre of the mind’ effect. And last evening’s win reaffirms our faith in our approach to radio communication. Our nomination has been facilitated by multiple activities done between our agency Mindshare and several radio broadcast partners. I am sure we will be able to elicit more ‘What an Idea, Sirji’s’ in the future with all our ideation partners.”
Mindshare took home a Gold for Pepsi in the Best Use of Radio category. The agency’s haul of three Silvers came for client Idea Cellular in the categories of Best Radio Media Innovation, Best Use of Radio in Media Plan and Best Use of Multiple Radio Stations. Mindshare also won two Bronzes – one for Pepsi the Best Use of Radio for a Launch category and one for Idea Cellular in the Best Radio Media Innovation category.
On winning the Award, Amin Lakhani, Head - Exchange, Mindshare Media, said, “There were many sets of categories, which were meant to increase active participation and provide an opportunity for acknowledgement. Moreover, there was a good jury in place. These Awards will help improve creativity and improve the use of radio as a medium.”
Leo Burnett picked up three Golds – one Gold for Bajaj Electricals Ltd in the Best Campaign category and two Golds for Saathi in the Best Single Commercial - Public Service category. The agency bagged a Silver in the Best Single Commercial - Consumer Durables category for Bajaj Electricals Ltd; and a Bronze in the Best Single Commercial – Automobiles category for Hindustan Petroleum Corporation.
Commenting on the win, Rupesh Kashyap, Creative Director, Leo Burnett, said, “This is fantastic. Most of the work that we have done is brand work, and winning for brand work acknowledged by both janta and jury is just fantastic. It’s a real kick. It pushes a creative person to work harder.”
Adding to this, KV Sridhar, National Creative Director, Leo Burnett, said, “Usually radio is one of those neglected parts in advertising awards. Even Mirchi has got its own awards, but these awards (Golden Mikes) are slightly different because you can rub shoulders with what the content guys are doing, what the media agencies are doing, what the creative agencies are doing – that’s the nice part; it has all three together.”
BIG FM bagged one Gold and one Silver in the Best Public Service Initiative by a Radio Station or a Network of Stations for Self category. The FM player also bagged a Gold and a Silver in the Most Unique Programming Concept/Ideas category.
Reacting to the win, Rochak Kohli, Associate Vice President – Programming, BIG FM, said, “It’s a very nice feel among the radio fraternity and among the media agencies, and it keeps encouraging me to do good work. I also feel the jury was really credible, which adds to the credibility of the Awards, and that really matters a lot.”
“It has been a constant endeavour to create new benchmarks for creativity in the radio industry. The recognition awarded to us last night is only going to strengthen our belief in striving for excellence,” said Sujata Bhatt, EVP Marketing & People Innovation, Radio Mirchi. Radio Mirchi bagged one Silver in the Best On-Ground Promotion by a Single Station for Self (Sponsored by a Client) category for Kotak Mahindra Asset Management Company. The FM player also won three Bronzes in the categories of Best Single Commercial - Media & Entertainment, Best On-Air Promotion by a Network of Radio Stations for Self (Sponsored by a Client) and Best Campaign.
“Delighted” at the win, Ravi Deshpande Chief Creative Officer, Contract Advertising, said, “The work that has won awards at this show has already done well at the other awards shows. It just makes it special, therefore, that wide range juries have appreciated our work.”
“We are thrilled to have won a few Golden Mikes this year. It was hugely satisfying because the wins were for our mainstream big brands and these also got a lot of popular acclaim,” remarked Abhijit Avasthi, National Creative Director, Ogilvy & Mather India.
Rajiv Rao, National Creative Director, Ogilvy & Mather, Mumbai, added here, “In a country like ours where radio is still a powerful medium of communication, it calls for great creativity to stand out in the clutter. And it’s challenging to do great work on radio. Golden Mikes’ format and categories were refreshing where radio stations, media houses and advertising agencies were awarded under one roof. I am happy with our six wins, as it was for real work done for big brands.”
The Golden Haul
The other agencies that picked up Golds include: Contract Advertising, which won two Golds for Cadbury in the Best Campaign and Best Single Commercial - FMCG categories; O&M for Pidilite Industries Ltd (Fevicol Marine) in the Best Single Commercial - Consumer Durables category; Maxus for Nokia India Ltd in the Best On Air Promotion for a client (Single Station) category; and Mediacom for Volkswagen in the Best Use of Radio in Media Plan category.
The radio players with a golden haul include: two Golds for Club FM 94.3 – one for Puravankara Builders in the Best On-Ground Promotion for a Client (Single Station) category and another for Idea Cellular in the Best On-Air Promotion by a Single Radio Station for Self (Sponsored by a Client) category; 93.5 Red FM for Idea Cellular in the Best On-Air Promotion for a Client (Multiple Stations) category; Suryan FM with a Gold in the Best On-Ground Promotion for a Client (Single Station) category; Radio Indigo 91.9 FM for Yahoo in the Best On-Ground Promotion for a Client (Multiple Stations) category; Radio City in the Best On-Ground Promotion by a Network of Stations for Self (Sponsored by a Client) category; and 94.3 My FM for Lucozade Energy Drink in the Best Use of Sponsorship category.
Following is the complete list of winners of Golden Mikes 2011: