While the number of Indian entries for Radio Lions has dropped this year compared to last year, the number of shortlists has increased by one. Out of 35 entries this year, five have been shortlisted for the Radio Lions. Last year saw 52 entries, with four being shortlisted.
This includes two entries from Publicis -- JFK and Roswell campaigns for Stedfast Paper Shredders in the Business Equipment and Services sub-category.
Leo Burnett Mumbai's Pleasure of Mixing campaign for Bajaj Electricals' hand blenders has been shortlisted twice, in Best Use of Music and/or Sound Design and Best Use of Radio as a Medium.
JWT Mumbai's Running Jockeys campaign for Nike has been shortlisted in the Best Use of Radio as a Medium sub-category.
The sixth campaign to have been shortlisted is Bates 141 Mumbai's 'Coins' campaign for Virgin Mobile's mobile phone tariff.
The Stedfast campaigns are two humorous spots mimicking John F Kennedy and Roswell, respectively. Both funny, but solemn, voiceovers end with the message that what is confidential stays confidential with Stedfast Paper Shredders.
Bajaj Electricals' campaign was aired on Big FM and My FM. The male voiceover on one radio station played a particular track, and told the listeners that another one was being simultaneously played on the other station, and the listener could switch channels to make his/her own tune. The spot ended with the voiceover saying that he hoped that the listener had enjoyed the pleasure of mixing.
JWT's Nike campaign saw the brand taking over three radio stations in Bengaluru every morning for a week. The regular radio jockeys were replaced by three running jockeys, who physically ran in the studio and out on the streets for an hour, while also broadcasting their shows.
The Virgin Mobile campaign had the listener on the radio hearing coins falling from a phone, in the rhythm of a phone ringing while the voiceover later said that users would get paid for receiving calls on Virgin Mobile.
Manohar Nayak, managing director, Lingo India is one of the jury members in the category. The winners of the Radio Lions will be announced today.