The 5th Mirchi Kaan Awards attracted the best of the radio and advertising fraternity. exchange4media mingled with the who’s who of the ad world, relaxing and rejoicing post the awards presentation, to seek their reactions and reflections on the Awards.
This year, the Golds were not that forthcoming. Only seven Golds were given out – Mudra Communications bagged three Golds for the Cycle Agarbatti ads in both campaign and singles categories, while McCann Erickson managed three Golds for its Chevrolet U-VA campaign and singles, Publicis Ambience Advertising took home one Gold in the singles categroy for Hit-Chinese song advertisement.
With over 700 entries received for the 5th Mirchi Kaan Awards, the message was loud and clear that agencies are beginning to take radio as a medium seriously.
Speaking on the standard of radio advertising in India, Piyush Pandey, Vice Chairman and National Creative Director, Ogilvy South Asia, and Ogilvy India, said, “The standard of advertising is improving, and it is solely because of the youngsters. Advertising not only in television or print, but in radio too has seen a significant rise in standard.”
Echoing the same, Prasoon Joshi, Executive Chairman and NCD of McCann World Group and McCann India, said, “I feel every year the standard of advertising is going up, particularly in terms of quality of work, and I also believe that radio as a medium is constantly growing.”
Prashant Panday, CEO, Radio Mirchi, said, “Quality of ads this year has improved and the kind of creative concept has been much better than what it was five years ago. Radio advertising this year is way ahead than what it was before.”
On the future of radio advertising in India, Panday said, “I believe there is still a long way to go. Out of the 15 categories, there have been only seven Golds. That speaks for itself that an enormous amount of work needs to be done.”
Speaking on the fewer number of Golds given out this year, Ravi Deshpande, Chairman and CCO, Contract Advertising, said, “It is better to give a gold carefully where you are not giving away too many awards and reducing the quality of the show and making it a difficult choice. In fact, it is good that fewer Golds were given this time round.”
Commenting on the 5th Mirchi Kaan Awards in general, Piyush Pandey said, “This year was livelier, we have seen more participation, more people, it will only get better every year.”