Creativity & being topical are important for radio advertising: Bharat Patel

Bharat Patel, Former Chairman, P&G Hygiene and Health and Former Chairman - ISA, and Jury Chairperson, Golden Mike Awards 2014, talks about the importance of creativity and innovation in radio advertising

e4m by Saloni Dutta
Updated: Jan 22, 2014 9:47 AM
Creativity & being topical are important for radio advertising: Bharat Patel

Radio is a medium where it is very challenging to create a commercial that gives across the message as strongly as any visual medium would. While some might say that the medium lacks what is required to attract audiences and marketers, there have been instances where radio campaigns have been hugely successful and popular. exchange4media returns with the fourth edition of Golden Mikes Awards to celebrate creativity in radio and felicitate the minds that effectively exploited the potential of radio for effective advertising and marketing. Golden Mikes celebrate the very best of radio advertising on stations across India and acknowledge the contribution of advertising agencies, media agencies, clients, radio stations, production houses and others to the growth of the medium in the country.

Bharat Patel, Former Chairman, P&G Hygiene and Health and Former Chairman – ISA, who is also the Jury Chair for Golden Mikes 2014 radio advertising awards, feels that creativity and frequency are two very important things for one to remember when they think of radio as an advertising medium. Radio is a medium which gives people the option to multi task, as they can do other stuff while listening to radio shows, so the advertising needs to be more compelling to draw their attention. “Nobody sits around radio like the old days. I grew up listening to Binaca Geet Mala. These days people don’t have the time to sit and listen, they are either travelling and doing other things while also listening to radio. So the advertising needs to be more creative for people to listen to you with full attention” added Patel. And therefore he feels that creativity in a way which is impactful is very important, otherwise the message and its relevance will go away.

Commenting on the future of radio advertising, Patel said, “I think radio is going to highly localized. Hopefully the government will provide licenses to whoever wants without a very high cost to it. It would also give a boost to community radio, making radio more widespread as a medium, more listened to and more topical for people who want to listen to it. I think the future of radio is positive, with a widespread reach.”

Radio as an industry offers a lot of distinctive opportunities for advertisers to plan their marketing campaigns. The fourth edition of the Golden Mikes Awards is all set to become the bigger recognizing the best, honouring the creativity and vision of radio advertisers and setting bench marks for the future in the radio industry. With 42 award categories spread over five key benchmarks, the Awards cover the entire gamut of radio advertising. The entries will be judged by a distinguished panel chaired by Bharat Patel, Former Chairman of P&G Hygiene and Health and Former Chairman of ISA. The other members of the panel include: Amit Kumar Ghatak, GM Marketing ,Hair Colors & Skin Care - CavinKare Private Ltd; Amit Tiwari, Director, Country Head - Media, Philips India; Amitabh Srivastava, Regional Head South Asia, Association of International Broadcasters; Anisha Motwani, Director & CMO, Max Life Insurance; Mayank Shah, Assistant Marketing Manager, Parle Products; Monica Tata, MD, HBO India (South Asia); Mrinmoy Mukherjee, Director (Marketing), Raymond; Pradeep Dwivedi, Chief Corporate Sales & Marketing Officer, Dainik Bhaskar Group; Rameet Arora, Senior Director (Marketing, Menu Management & Communications), Hardcastle Restaurants (McDonald’s West and South operations); Rajul Kulshreshtha, MD, Xposure; Roshan Abbas, MD, Encompass; Sandip Tarkas, President (Customer Strategy), Future Group and CEO, Future Media & T24; and Shavon Barua, President West & South, HAVAS Worldwide India.

Jury meet for the fourth edition of Golden Mikes Awards 2014 is being held on January 22, 2014.

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