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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."
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