Golden Mikes 2019: Jury looks for business goal, value proposition & message
This year’s jury meet to award the best radio ads was chaired by Ramakrishnan Ramamurthi, Chief Executive, Polycab
The jury meet for deciding upon the winners of the 9th edition of exchange4media Golden Mikes Awards 2019 was held on Tuesday at St.Regis, Lower Parel, Mumbai.
Golden Mikes celebrates the best radio ads seen in India, across radio and digital radio channels, from every nook and corner of the country. The entries were taken for the period March 1, 2018 to February 28, 2019.
This year’s jury meet was chaired by Ramakrishnan Ramamurthi, Chief Executive, Polycab. Members of the jury included Abhishek Joshi, Chief Marketing Officer & Head of Business Partnerships, MX Player; Anita Noronha, CMO, Cox and Kings; Zoya Pandey, Head of Marketing Excellence, Abbott Healthcare; Anirudh Pandharkar, Chief Marketing Officer, V.I.P; Binda Dey, Head of Marketing, Red Chillies Entertainment; Bishwajeet Samal, Head of Marketing, Volkswagen; Darshana Shah, Marketing Head, Aditya Birla Health Insurance; Hemal Vadera, Head – Advertising, Digital and Branding, Bajaj Electronics; Lokesh Kataria, Head of Marketing, Mattel; Rachana Lokhande, Co-CEO, Kinetic; Roch D’souza, Chief Marketing Officer, Brand Factory; Sai Narayan, Head of Marketing, Policy Bazaar and Sameer Wanchoo, Chief Marketing Officer, Eureka Forbes.
Speaking on how the jury should reach a verdict on the winners, Ramamurthi said, “The parameters should be on the basis of creativity. I think it is very important for us to differentiate and discriminate on the basis of what stands as a qualitative advertisement.”
“Out of the 450-plus entries only the filtered ones have come up to the main jury. I think the entries are a very confident lot and will not know which are the ones that have passed the filter and have reached the grand jury,” said Ramamurthi.
There were overall seven categories and these had various sub-categories. The jury members were looking for well-integrated campaigns. They were also looking for data on their results. “The presentations should have investments taken, the results should be very clearly presented,” Samal said.
Speaking about the brand value of the campaigns that were entered, Joshi said, “From an impact perspective some of the brands set out to achieve what they wanted to do.”
The jury members stressed that the brand should have a business goal in mind while creating these ad campaigns. Value proposition and the message the campaign wants to convey were also taken into consideration while selecting the winning campaigns.
Speaking about the entries of the category - Best Digital/Web Streaming by a Radio/ Network, Noronha said, “The digital campaigns had a far reach and cut cross countries. This was impressive.”
The Best First Time Promotion category was a challenge for the jury. The reach needed to be submitted to make a clear cut decision although some jury members said that the reach of a particular demographic can be subjective. Variations of modulation of the RJs were highly appreciated.
This year, the Excellence Category, which has the Best RJ of the Year Award - RJ of the Year (Hindi/ English Language) and RJ of the Year (Any Language other than Hindi/ English) was divided into Metro and Non-metro. From an industry perspective, the categories were created for fair play so that the same entries did not win consecutively. The jury members stated that there should be standardisation of content for RJ of the Year. The members were looking for clear programmatic content.
For the category Best Public Service Initiative by a Broadcaster, the jury decided the winning metals on the basis of the impact it had on the ground level.
The hook of some ad campaigns impressed the jury members. The ones that didn’t have a brand value or impact didn’t make the cut. The entries in the Best Public Service Initiative by a broadcaster sparked interest in the jury members.
The ones that made the cut were the ones who had their brand objectives in place and provided the jury with data and results of the campaign, channel or RJ.
The Golden Mikes Radio Awards will take place on April 25 at ITC Maratha, Mumbai.
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