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Tag: Kaan awards

  • Radio Mirchi to organise Radio Works 2005 on creativity and radio advertising

    Radio Mirchi to organise Radio Works 2005 on creativity and radio advertising

    MUMBAI: A significant reason why radio revenues have grown in the UK has been the concerted efforts by radio companies to educate advertisers and advertising agencies on how to use radios power to the fullest.

    In India too, Entertainment Network India Limited (ENIL) has been constantly working in this direction through initiatives like the Steve England workshop and the Kaan Awards, informs an official communiqué.

    Radio Mirchi — the radio network owned by ENIL, a Times group company will be organizing Radio Works 2005, in Mumbai, New Delhi and Bangalore, on 21 June to 23 June 2.

    The lead speaker for Radioworks 2005 will be Joanna McCrostie, Group Head of Commercial Production, GCap Media plc., assisted by Christopher James Taylor, consultant, GCap Media plc.

    The media release adds that Radio Works 2005 is an effort by Radio Mirchi to bring into focus the importance of “creativity” in radio advertising – the most important ingredient in a medium that is defined by sound.

    The target audience of the seminar are the creative professionals from advertising agencies and media planning/ buying professionals.

    The key highlights of the seminar includes –

    § Radios growth as a medium in the UK over the past 12 years.

    § Ideas are the life-blood of any creative business, they should come from any source

    § How creative people should turn ideas into viable options by experimentation with different influences

    § The need to address inhibitions about extending brand identity into sound

    § Voice the essential element of radio

    § The magic of music in radio ads

    § Radio’s relationship with the listener

    § Radio’s ubiquity

    § Radio’s immediacy

    § Radio as both an auxiliary and interactive medium

    § Radio as invisible and ambiguous

    § How can radio propagate ‘Word of Mouth’?

    § Role of elements of sound, sonic branding, voice and production values

  • Radio Mirchi launches Kaan awards

    Radio Mirchi launches Kaan awards

    MUMBAI: Taking an inspiration from the Cannes awards, Radio Mirchi will be launching the Kaan awards. While the Times Group’s radio station has already started inviting entries, the awards will be held in mid-February, probably in Mumbai.
     

    Says Radio Mirchi national marketing head Gautam Gulati, “During the Radio lecture series called Radio Works that we have recently started conducting, we realised that category building is an important aspect of Radio advertising. With a visible lack of any awards instituted to laud excellence in radio advertising, we decide to institute these awards.”

    Currently, with Abby’s having a small radio section and the Rapa awards not being publiced too well, there was an obvious need to recognise the talent in radio advertising. “Although not in the interiors, private FM radio has a great reach in the four metros. While people are slowly awakening to the pester power of radio, it is still by and large, a medium used by the advertisers, in addition to the traditional press and television. Besides lauding the talent, the awards will also help educate the media planner about radio,” Gulati explains.

    In its debut year the awards will be divided broadly into three clusters, the radical path breaking ads, the creative ads and the radio ads that filliped the ad sales/revenue. While the Radio Mirchi officials are still in the process of drafting the categories, there is a likelyhood of almost 12 categories being announced in each cluster.

    With entries invited from all the private radio stations and national broadcaster Prasar Bharati, the awards aim to educate the ad fraternity and the masses, alike, on the creativity and reach of the awards.

    While MaCann’s Prasoon Joshi is on the panel to judge the awards, the names thrown for the other six panelists include Vineet Singh Hookmani and Lowe’s Balki. The jury will be a mix of ad men and media planners.

    The radio station has invited entries for the calendar year 2003 January to December. “Earlier ads that were aired on the radio were either an audio of the TV ad or a slap shoddy gimmick, but the ads today are far more superior and definitely more creative,” says Gulati. According to Gulati, the target audience is slowly growing from passive listeners to an active audience. With both the housewives and the corporate bigwigs tuning in, the 160 million urban markets are waiting to be trapped.

    “In the western market, the radio ad spend forms a chunk of the revenue. We aren’t quite in their league, but I think there is an enough potential,” he added. The FM being still in its nascent stage, the awards will definitely create an awakening of sorts claims Gulati.

    Based on the western Pencil awards, One Show awards, Kaan awards aim to become radio equivalent of Cannes.