"Radio ads should concentrate on listening skills"

From keeping the business objective in sight to keeping the content humorous and fun - some of the esteemed jury members of Golden Mikes 2014 awards share what goes into the making of a great radio ad

by Abhinna Shreshtha
Published - Jan 28, 2014 9:39 AM Updated: Jan 28, 2014 9:39 AM
"Radio ads should concentrate on listening skills"

With the stage set for winners of exchange4media’s Golden Mikes 2014 awards to be announced on January 31, some jury members share their views on what makes a radio ad tick, as well as their personal favourite ad of 2013. From keeping the business objective in sight to keeping the content humorous and fun, each jury member had a different perspective to give.

With the final nominations having been declared (Golden Mikes 2014: Reliance Broadcast, O&M lead the nominations), let’s go back and revisit what our jury members felt about the ingredients of a great radio ad. 

Amit Tiwari, Country Head (Digital & Media), Philips India:
The ad should focus on the product proposition. Sometimes people focus too much on the creative side and lose sight of this. It is also important to understand what the platform of association is; whether it is about giving knowledge, sales or activation.

Favourite ad of 2013: The Chlormint ad series. The jingle was very catchy and the campaign generated good amount of conversation and humour. It also had a great build up and the product proposition was clearly seen.

Monica Tata, MD, HBO India:
It needs to connect to the “listening” skills of the listener and not the “hearing” skills. You “hear” a lot of ads on the radio and a lot of them are noise! But, there are only a few you actually listen to. The difference lies in how the ad connects to the listeners’.

Favourite ad of 2013: The Gujarat Tourism campaign because of the use of Amitabh Bachchan’s voice, his diction, the script and the fact that it broke the clutter.

Amit Ghatak, GM (Marketing), CavinKare:
The key business/brand objective needs to ooze out clearly and single-mindedly out of the communication. With radio, we have the space to create various renditions of the same communication, but executed differently to instil the brand proposition in the TG’s mind.

Favourite ad of 2013: It has to be the IPL promos. Extremely impactful, creatively crafted, planned and promoted with a very clear objective of driving traffic to the stadiums.

The jury for the Golden Mikes 2014 was chaired by Bharat Patel, Former Chairman of P&G Hygiene and Health and Former Chairman of ISA. It includes Rajul Kulshreshtha, MD, Xposure; Amitabh Srivastava, Regional Head (South Asia), Association of International Broadcasters; Shavon Barua, President (West and South India), Havas Worldwide; Amit Tiwari, Director, Country Head (Media), Philips India; Monica Tata, MD, HBO India (South Asia); 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); Amit Ghatak, GM (Marketing), CavinKare; Gautam Kiyawat, CEO (Madison Media Group) at Madison Communications; Anisha Motwani, Director & Chief Marketing Officer, Max Life Insurance; Roshan Abbas, MD, Encompass Events; Mayank Shah, Assistant Marketing Manager, Parle Products; and Sandip Tarkas, President (Customer Strategy), Future Group and CEO (Future Media & T24).

The awards ceremony will be held at the ITC Grand Central on January 31, 2014. 

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