Zenith shines at India Radio Forum Awards

MUMBAI: Media planning and buying firm Zenith has bagged two big awards at the ‘The Excellence in Radio Awards’ hosted by the India Radio Forum (IRF) in Mumbai, for ‘Childsurance Radio Film Festival’ ’ in the ‘Most Effective Use of Radio in an Activation Campaign’ category, and secondly for ‘OLX Sunday Is Bech Day’ in the ‘Most Outstanding Use of Radio in an Ad Campaign’ category.

The Childsurance Radio Film Festival was the first of its kind radio programme, consisting of audio movies created by children for which over 500 children auditioned. The process involved a call for entries, selection through screening auditions, recording at the Big FM studio and finally, the airings on Friday evenings and Sunday mornings. The campaign gave the brand an opportunity to interact with parents during auditions. For OLX, Sunday was positioned as ‘Bech Day’ where people were asked to de-clutter and put up listings of used goods. This was done through innovative jingles, spoofs and one-liners on radio – a lot of the spoofs were by popular Bollywood stars such as Irfan Khan, Saif Ali Khan and Ajay Devgan.

Zenith  MD Hari Krishnan said, “Both the ideas were break-through and delivered the creative punch. More importantly, they used the radio medium effectively, a medium which, if used well gives widespread reach, engagement and recall. I’d like to congratulate the Zenith teams who put in immense effort behind these exemplary campaigns, and also our clients OLX and IDBI Federal for putting faith in us and allowing us to experiment and innovate.”

IDBI Federal, products and strategy head and CMO Karthik Raman too added,  “We took complete departure from regular advertising and used outdoor and radio as the lead mediums for our campaign. Our radio film festival was a unique approach to designing the radio campaign. With Zenith’s strategic partnership, we could very well amplify the message that we had conveyed using the outdoor media. Recognition from a prestigious platform like IRF has only reaffirmed our faith in the chosen strategy.”

Hari Krishnan was also a speaker at the India Radio Forum and delivered a key address on ‘Radio killed the video star?’ which revealed loopholes on video and television mediums, such as the limitation on ad inventory on television, in context of the 10 + 2 ruling. This and other loopholes could give radio the opportunity to reclaim and demonstrate strength, he said in parting.

Latest Reads
L&K Saatchi & Saatchi wins integrated creative mandate of Embassy

Mumbai: Real estate company Embassy Group has roped in L&K Saatchi & Saatchi as its creative partner. The agency would begin its partnership with the real estate group by managing the integrated creative mandate for its premium residential portfolio Embassy Springs.

MAM Media and Advertising Account
ICICI Lombard names Sheena Kapoor as marketing, corporate communications & CSR head

Mumbai: Private general insurance company ICICI Lombard has named Sheena Kapoor as its new head - marketing, corporate communications and CSR.   In this role, Kapoor will focus on developing and strengthening corporate advertising and branding, customer-oriented awareness strategies, across all...

MAM Media and Advertising People
CredAvenue onboards Abhishek Mehrotra as its CHRO

Mumbai: Homegrown debt markets platform CredAvenue has announced the onboarding of Abhishek Mehrotra as chief human resource officer (CHRO). In this role, Mehrotra will be responsible for leading the company’s human resource function, thereby bolstering CredAvenue’s people culture while cultivating...

MAM Media and Advertising People
Kiran Anthony, Mahesh Gharat step down as Ogilvy South CCOs

Mumbai: Ogilvy India (South) has announced changes in its creative leadership with chief creative officers (CCOs) Kiran Anthony and Mahesh Gharat having put in their papers and deciding to move on from the agency. Gharat will be moving into a full-time direction and Anthony will continue to lead Vi...

MAM Media and Advertising People
Amin Lakhani elevated as Mindshare CEO, Parthasarathy Mandayam is GroupM CSO

Mumbai: GroupM, the media investment group of WPP on Tuesday announced the appointment of Parthasarathy Mandayam (Maps) as GroupM South Asia's chief strategy officer (CSO) and Amin Lakhani, who is elevated to the role of Mindshare South Asia's chief executive officer (CEO), which was earlier led by...

MAM Media and Advertising People
Kumar Varun rants about WFH in Man Matters' #LetsTalkMan campaign

Mumbai: Work from home (WFH) was perhaps the most common outcome worldwide for offices amid a coronavirus-ridden world. We went from being paranoid about Covid-19 and its impact on health to normalising it. Now, with the world battling another wave of the pandemic, Man Matters - a digital health...

MAM Media and Advertising Ad Campaigns
AdEx zoomed 37% in 2021 despite Covid second wave: Pitch Madison Report 2022

Mumbai: The total advertising expenditure (AdEx) in 2021 grew at an unprecedented 37 per cent to Rs 74,231 crore, despite the treacherous second Covid-19 wave, which crippled the economy and AdEx for almost three months of May, June and July for the second year running. This is according to the...

MAM Marketing MAM
Fido Dido comes up with 'fresh solutions' to everyday problems in 7UP's new TVC

Mumbai: Soft drink brand 7UP has launched a quirky campaign to ring in the new year, featuring its much-loved, curly-haired brand mascot Fido Dido in his trademark cheeky avatar. The central concept of the brand campaign, a part of its ‘Think Fresh’ series, is to address everyday curveballs through...

MAM Media and Advertising Ad Campaigns
Timex celebrates its rich heritage with ‘Given for Generations’ campaign

Mumbai: Watchmakers Timex Group celebrates its rich heritage with the launch of a new campaign called ‘Given for Generations.’  Timex believes that every watch has a soul and it comes from a relentless pursuit of craftsmanship, quality and design. The brand has also democratised timekeeping by...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required