01
MUMBAI: The team of ‘Hindustan Motors & Mudra Communications, Delhi‘ won the Radioactive Awards at the Radio City studio in Delhi. Radioactive is a nation wide creativity contest announced by Radio City, India‘s FM network to recognize excellence in radio advertising.
Radio City awarded Mudra Communications - for their creative spot ‘Distraction‘ with a trophy and a cash prize of Rs 50,000 while Hindustan Motors were awarded with a trophy and a free airtime of 10,000 seconds across Radio City‘s 7 stations.
Radioactive was judged by an esteemed panel of judges comprising of CEO Universal Lodestar Shashi Sinha, Saints & Warriors Founder Pushpinder Singh, Cadbury Director Marketing, Sanjay Purohit,
Everest Brand Solutions Managing Director Mahesh Chauhan, and Radio City Head-Programming Vikas Varma.
The contest received an overwhelming response from leading creative agencies across India. The panel of judges initially screened all the creative pieces and benchmarked them against the 5 parameters, followed by a rating for every piece of work.
The jury also analyzed each creative, matching each piece of work with their respective objectives (marketing objective, communication objective and the target audience).
Saints & Warrior Founder Pushpinder Singh said, "It was a clear sweep for Mudra Communications with highest number of points from all judges. Their spot, which carried the message ‘Do not talk on the mobile while driving‘, was very well packaged and by far the best radio creative till date."
This piece was developed specifically for those driving. The prime objective was to promote safe driving. The spot remains unreleased till date, but now will be played on Radio City across stations. Close contenders were Indica V2 Turbo (Church) - FCB
ULKA, Sprite - Rediffusion DYR, Dygex (Forest)- Rediffusion DYR and Father‘s Day- Mudra Communications.
Vice President Mudra Communications Sanjay Sharma said, "We are ecstatic to have received the first ever Radioactive Award. It‘s a proud moment for Mudra. My team has worked very hard and they have done a good job. The concept for the creative was derived from the fact that radio is normally heard when people are commuting by car or any other mode. This gave the team an impetus to come up with the entire concept."
Receiving the award, a senior spokesperson from Hindustan Motors said, "Hindustan Motors is grateful to receive this award. ‘Customer Safety‘ is a top priority for us. Through the story line, we have tried to educate our brand users of the same. Radio for its twin advantages of reach and immediacy, serves as an important communication medium."
Presenting the awards to the winners Rana Barua, Radio City National Head Marketing, said, "Radio City has always introduced pioneering initiatives to develop the industry as a whole. Through ‘Radioactive‘, our objective was to excite the advertising fraternity to use radio as a medium for reaching their target audience and improve the lot of Radio Ads overall in the country. I am glad to say that the first edition of the contest has been super successful and we hope to make it an annual affair."
