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Aaj Tak and Sahara win laurels at the 27th RAPA Award ceremony

21-May-2002
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Aaj Tak and Sahara win laurels at the 27th RAPA Award ceremony

Minita Kumar

The 27th RAPA (Radio and TV Advertising Practitioners'' Association of India) Awards 2001 were held on the 17th of May 2002 at a glittering ceremony held at the prestigious ''The Club''. The coveted RAPA awards, for Radio and TV excellence, were given away by Vilasrao Deshmukh, Chief Minister of Maharashtra. Other distinguished dignitaries present during the award ceremony included Amitabh Bachchan, Kiran Shantaram (Sheriff, Mumbai), Govind Swaroop, Jagjit Singh and Mahesh Bhatt, amongst others.

RAPA had received a record number of entries this year. All Radio and TV entries produced in India, and broadcast & telecast for the first time, in any part of the world, between 1st January 2001 and 31st December 2001 were eligible to compete.

Aaj Tak, the 24-hours Hindi news channel won the Best Campaign of the Year (TV) Award. Commenting on the channel''s latest achievement, G Krishnan, CEO, Aaj Tak said, "This is yet again an example of the creativity and uniqueness in presentation that we maintain."

The objective of Aaj Taj''s ad campaign was to convey that it is a 24-hour serious news channel, using humour as an appeal. The campaign was conceptualized by Gajraj Rao of Apocalypso Filmworks. Talking about the advertisement campaign Pradeep Sarkar, Director, Apocalypso said, "We were given a free hand. The challenge was to mark the transition of Aaj Tak from a 1/2-hour programme to a 24-hour news channel and then as the Sabse Tez channel. The idea of using a black and white, humorous and old style juxtaposed with contemporary themes was to highlight the changes that it would make in our lives."

Sahara was another channel that hogged the limelight at the RAPA with 5 awards. Amongst the awards were the ''best director'' award and the ''best TV performance'' award. A jubilant V. Basabraj, programming head, Sahara, said that winning the prestigious RAPA awards were definitely a boost for their morale, especially when Sahara bagged 5 of a total of 48 award categories.

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