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Radio Mirchi Kaan Awards (Seventh Edition)
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Leading names of the advertising industry congregated on August 23rd in Mumbai to shortlist amongst the best works in the radio advertising. The occasion was the jury meet for Radio Mirchi's seventh edition of Kaan Awards.

Initiated in 2004, Radio Mirchi Kaan Awards have become immensely popular among the advertising fraternity for providing recognition to outstanding radio advertising. This year is special because two new categories have been included this time. The new categories are: Best Radio Creative of the Year – Client's Choice and Best Use of Radio as a Medium. The latter will enable media agencies to vie for the award.

Living up to the expectations of having a whacky creative theme, the awards have – even granny can crack it – as the theme this year.

The theme has been brought to life through a campaign wherein a microsite www.evengrannycancrackit.com has been created to allow participants to know more about the awards and to make the entry forms available for download.

A lot of buzz has been created around the awards already. The highlight being the activations done in various creative agencies, where granny interacted with the crowd and encouraged them to participate in Kaan awards.

Apart from the microsite, Granny has a Facebook profile which has over 400 friends.

Jury for the awards include renowned names like Sam Balsara, Prasoon Joshi, Josy Paul, R Balakrishnan, Piyush Pandey, Agnello Dias amongst others.

Commenting on the theme and the quality of entries received, jury member Prasoon Joshi, executive chairman and regional creative director, McCann Erickson, APAC said: "Radio is writer's medium.. It is tougher than other advertising media... Radio advertising is about the idea, the writing and finally the execution. Unless you get the all three right, you cannot have an effective radio ad."

Josy Paul, Chairman and NCD, BBDO India said, "The overall quality of radio advertising is good this year, however one hasn't seen any breakthrough ads... India is a country which has a very rich soundscape, many languages and very expressive people. In this kind of social environment it is difficult to create impactful radio ads which rely only on sound."

The seventh edition of Radio Mirchi Kaan Awards are scheduled for September 3rd, 2010 in Mumbai.

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