The Fourth Mirchi Kaan Awards couldn’t throw up any surprise winners, with all the expected ones walking away with metals of varying significance. O&M won the ‘Agency of the Year’, while McCann-Erickson’s Prasoon Joshi walked away with the ‘Copywriter of the Year’ award under his belt. Perfetti Van Melle, makers of Happy Dent chewing gum that won quite a large number of awards during the night, was named the ‘Client of the Year’. Auto Edit won the ‘Production House of the Year’ award.
Commenting on his achievement of winning the ‘Copywriter of the Year’ award, Prasoon Joshi, Regional Creative Director, South and South-East Asia, McCann-Erickson, remarked, “I am happy that I got recognition here as radio has been my initial medium on which I worked on, and I don’t forget my roots.”
Meanwhile, Sagar Mahabaleshwarkar, Group Creative Director, O&M, pointed out that the radio category is now mature and very encouraging. He believes that more people are now entering their nominations than a couple of years ago. “Radio has always been a very challenging media as it is restricted to sound. The quality of radio spots have gone up, resulting in huge competition for the awards,” he added.
Commenting on the large number of wins for Happy Dent here and elsewhere, Joshi observed, “I think I now have a challenge before me after it has been appreciated, and I have a challenge to live up to that. The radio spots were also a part of the same campaign that had the TVCs too. Moreover, the same radio spots have already won internationally at Clio, which I think we are the only one to achieve.”
Speaking on the win of a Gold for Sania Sprite creative spot, KS Chakravarthy, National Creative Director, Rediffusion DY&R, said, “The reason we won the award is that it was a simple idea, beautifully executed. The ad is based on the sound of a soft drink bottle opening. The emphasis here was on sound, while most of the work that is done on radio these days in India is done through the use of words.”
“Radio is supposed to be based on sound and not on words,” Chakravarthy stressed.
The two other Gold awards were bagged by O&M and McCann for their works on Children’s Little Theatre and Happy Dent Underwater Laughter respectively. This year, Mirchi Kaan Awards claims to have received more than 600 entries. The other winning agencies included Brand David, Leo Burnett, Lowe Lintas and Mudra. In all, seven agencies bagged 47 awards during the course of the night.