After Lok Sabha, now vote against mediocrity

By Chhavi Tyagi , afaqs!, New Delhi | In Advertising | May 07, 2009
In a prelude to the 6th Mirchi Kaan Awards, Radio Mirchi goes to Mumbai ad agencies with their Mirchi Kaan Sabha Morcha

Radio Mirchi has been fighting against mediocrity in radio advertising through its Mirchi Kaan Awards, the sixth edition of which will be held on May 08 in Mumbai. However, this time round, it's not just the awards, but a morcha (rally) that is being taken out to drive home the radio operator's message.

Mirchi has conceptualised a campaign, Mirchi Kaan Sabha Morcha, which will go to advertising agencies in Mumbai, asking them to defeat mediocrity in radio advertising.

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Taking a cue from the on-going General Elections and giving it a twist, the Mirchi Morcha is campaigning against the evil of mediocrity in creative agencies, which it calls the election terrains. The party comprises station RJs and a few theatre actors, who will cover 16-18 top agencies of Mumbai.

The Mirchi Morcha will go inside the agencies' premises and conduct a play, which will have actors shouting slogans and discussing the dire need to push out mediocrity and complacency from radio advertising.

Nandan Srinath, chief operating officer, Radio Mirchi, says, "With the event around the corner, we were looking for ideas to create a buzz about it. And with the country already abuzz with the election mood, we got a great fit in taking out a Mirchi Morcha."

While the awards have received a good response, with more than 750 entries across 15 categories, the on-ground activation is not far behind. Srinath, who has also accompanied the Morcha team to a few agencies, shares that the creative people have really appreciated the idea.

Apart from the Gold, Silver and Bronze awards, the other awards that the deserving agencies will be honoured with are: Client of the Year for the most outstanding advertiser of 2008, Radio Writer of the year, Agency of the year, Production House of the year and the Voice of the Year, along with the Crystal Award, which will be awarded to the most outstanding radio commercial of the year.

The awards, initiated by Radio Mirchi 98.3 FM in 2004, honour radio advertising in various categories, such as food, health and cosmetic care, business products and services, public service and charity fund.