‘Distraction’, a creative spot from the team of Hindustan Motors and Mudra Communications, Delhi, has won the Radioactive Awards organised by FM Network Radio City. Radioactive Awards is a nationwide creativity contest held to recognise excellence in radio advertising.
The contest was judged by a panel of judges comprising Shashi Sinha, CEO, Universal Lodestar; Pushpinder Singh, Founder, Saints & Warriors; Sanjay Purohit, Director, Marketing, Cadbury’s; Mahesh Chauhan, MD, Everest Brand Solutions; and Vikas Varma, Head-Programming, Radio City.
The winners were selected after a thorough screening process by the jury, who analysed each piece of work with their respective objectives – marketing and communication – as well the target audience.
The winners have won a cash prize of Rs 50,000 and 10,000 seconds of free airtime across Radio City’s seven stations.
“It was a great experience to have judged the first edition of the Radioactive Awards. It was a clear sweep for Mudra Communications, who scored the highest number of points from all judges. Their spot, which carried the message ‘Do not talk on the mobile while driving’, was very well packaged and by far the best radio creative till date,” said Pushpinder Singh while announcing the winners.
Close contenders for the Awards included Indica V2 Turbo (Church) - FCB Ulka; Sprite - Rediffusion DY&R; Dygex (Forest) - Rediffusion DY&R; and Father’s Day - Mudra Communications.
Reacting to the win, Sanjay Sharma, VP, Mudra Communications, said, “It’s a proud moment for Mudra. The concept for the creative was derived from the fact that radio is normally heard when people are commuting by car or any other mode of transport. This gave the team an impetus to come up with the entire concept.”
“Hindustan Motors is grateful to receive this Award. ‘Customer Safety’ is a top priority for us. Through the storyline, we have tried to educate our brand users of the same. We are confident that our message will receive a positive response from Radio City listeners,” a senior spokesperson of Hindustan Motors said.
Rana Barua, National Head Marketing, Radio City, said, “I am glad to say that the first edition of the contest has been super successful and we hope to make it an annual affair.”