The 11th Mirchi Kaan Awards, which celebrates the success of effective use of radio advertising, saw Scarecrow Communications emerge as a winner with six awards, including five gold and one bronze awards.
For the record, last year's Agency of the Year, Ogilvy & Mather had bagged two silver awards and one bronze award.
Amongst other agencies, JWT Mumbai bagged two golds, two silver and three bronze awards in Mirchi Kaan Awards 2014. Lintas Group walked away with 11 metals, four silver and seven bronze.
Meanwhile, NITCO was bestowed with the title of 'Client of the Year'.
The Mirchi Kaan Awards was introduced in 2004 to celebrate creativity in the challenging field of radio advertising. The 11th edition of the awards, centred on the theme 'Mute the Clichés', attracted over 250 entries from 36 agencies across 20 categories.
This year's jury included eminent creative personalities such as Josy Paul, Prathap Suthan, Agnello Dias, Anurag Agnihotri, Priti Nair, Amit Akali, Manohar Nayak, Tista Sen, Rekha Nigam, Prateek Bharadwaj and Tapas Sen.
Sounds Good Production won 'Excellence in Production' while Madison Media Pinnacle won the 'Best use of Radio as a Medium' for Cadbury Celebrations - Songs for Sisters campaign. At a regional level, Radio Mango won two bronze awards.
G G Jayanta, national marketing head, ENIL (Radio Mirchi), says, "We are extremely delighted to see the turnout of our initiative in acknowledging the potential of radio. The surge in participation is a testament to the acceptance of radio as an important medium in creative communication. This year we have opened the way for regional entries too. We hope to continue our efforts in awarding and showcasing some of the most innovative advertising campaigns on radio. We congratulate all the winners and take this occasion to thank the jury."
The award ceremony will be aired on ET Now on April 26 at 8 pm; and on April 27 at 2.30 pm.