It's a grand moment in the history of radio advertising, as Mirchi Kaan Awards culminates into a heady end, today evening, at the Grand Hyatt, Mumbai. The awards will be given away by the celebrities like Shilpa Shetty, Isha Sharvani, Gauri Karnik, Anu Mallik, Ritesh Deshmukh and Isha Koppikar.
The jury members of this event comprise of advertising stalwarts and top-notch names in the business which include Abhijeet Choudhary, D Ramakrishnan, Elsie Nanji, Gangadharan Menon, K V Sridhar, Mohammed Khan, Piyush Pandey, Prahlad Kakkar, Prasoon Joshi, R Balakrishnan, Rajat Dholakia, Ram Madhvani, Ram Sampath, Ravi Deshpande and Rekha Nigam.
The Manish Bhatt-Raghu Bhat duo from McCann is extremely excited about the proceedings. McCann's lot comprises of a set of wicked but humorous commercials for Hanes (baseline-tag less comfort). For instance, there's the mock conversation between the groom and the pandit in the midst of the wedding ceremony. The groom's expresses grave irritation with the fact that the bride is tagging along at his heels while in the mandap. But perhaps at some sub-conscious level, it's the tag that's actually getting to him. Moral of the story? De-stress yourself with Hanes underwear.
Said Manish Bhatt, "We feel that we stand a good chance of bagging some of the limelight at the awards. Raghu and I have carved out some good stuff for Hanes. Prasoon Joshi has guided us all the way when it comes to this particular campaign. We think that the Hanes entry is a notch apart from out there."
Meanwhile Raghu Bhat asserted, "Radio advertising has climbed a few planks in the last few years. It's one medium, which demands a great deal of imagination and effort. I think that the awards is the best possible platform for awarding ingenuity in radio and all the creative guys are looking forward to it." McCann has also sent in entries for Tata Indicom (pre-paid and broadband.)
The entries from the RMG David quarter are equally innovative. One is a witty commercial devised for Singapore Tourism which dwells around the Singapore Sale (interpret it the Hindi way) and a layman's shock at seeing the 'Sale' seen all over the city. The second is a commercial for Nitco Tiles, which spins around the 'Carol Song' and ends every line with 'On the Floor.'
Josy Paul, Country Head, RMG David, said, "My team has done a good job on these two commercials, and I think that we stand a fair chance at winning. Writing for radio is never easy. You do not have images and visuals to make up for deficiencies in creativity. I think that the Kaan Awards is a great attempt at awarding the best in radio talent and it paves way for more in the days to come."
Prahlad Kakkar, who is going to be an integral part of the Kaan proceedings, said that there is no better way of saying it than through radio. Kakkar said, "Radio advertising has grown by leaps and bounds over the years. We, the creative lot have come up with great ideas and smooth execution for the medium. But to be fair, we still haven't grown out of the slapstick Sholay mode of thought! The way I look at it we have seen enough of Gabbar Singh and yet, we still crib for more. Television can't get over the mother-in law- daughter in law hangover and radio can't get over the success of Sholay."
Foods, beverages, toiletries and household care, consumer durables, homes, décor and leisure, sports, entertainment, media, retail outlets and restaurants are some of the award categories this year. There are special awards for most outstanding voice of the year, radio writer of the year, excellence in production and client of the year.
Prashant Panday, COO, Entertainment Network (India) Limited (ENIL) stated, "Category building is an important aspect of radio advertising. To laud the excellence in radio advertising, we decided to institute these awards last year. Our objective is to provide a forum through which the advertising industry can showcase its creativity, reward individual accomplishment, and set new standards against which future advertising will be judged."