[HCDX] Radio One emerges top favourite at Emvies

[sakthi vel <ardicdxclub@xxxxxxxxxxx>]

Radio One FM92.5 is making a habit of winning its
advertisers awards for creatively executed ideas on
its radio station. In the recently concluded EMVIES,
Radio One FM 92.5 was the hero in the media innovation
(radio) category with two of the nominated brands for
creatively using radio, being nominated for their work
on Radio One. One of them going on to win the EMVIES
Gold. Madison was nominated for Saffola for the
Jaggu?s Mission 10k, and Mindshare won the gold for
the Pepsodent campaign on Radio One.

?The popularity of Jaggu as an overweight RJ and his
intention to get in shape was the starting point of
our thought process. The idea was for the brand to
partner him in living a healthy life, i.e. the Saffola
way of life. The uniqueness of the idea was further
enhanced by it being the first ever reality show on
radio. The challenge was to convert this idea into
memorable radio execution. This execution was driven
to excellence because of healthy partnership between
Madison, client and Radio One FM 92.5? Says
R.Chandraseker Category Head, Marico.
Interestingly, the Mission 10K was also nominated for
the Best Radio Innovation at the Cannes and was the
only shortlisted entry from India. There were only 4
shortlisted entries worldwide.

?In the span of the activity we had listeners so cued
in on the weight loss program of Jaggu (our breakfast
host) that some went on a diet along with Jaggu and
the others were recommending options of diets for him
to achieve Mission 10k. Saffola on their part,
provided scientific and health monitoring tips to
ensure he does achieve it. A simple idea that catches
the eyes of everyone only because it?s a larger than
life brand integration? says Shariq Patel Vice
President Operations, Radio One.

?The Pepsodent Campaign started with Pepsodent talking
about "Bhoot Police" where kids were taking part in a
contest to become the Bhoot Police. The campaign got
about 12 lakh kids pledging that they will brush their
teeth before going to bed. The brand team then wanted
to amplify this aspect on radio since the case in
point was "to let the world know that 12 lakh kids
have taken a pledge to brush at night". The idea was
to basically convey to the consumers that Pepsodent
has answered Mothers' prayers. With Radio One the
prayer jingle brief was given, which they willingly
agreed to take up as a programme promo for The Mid Day
Show. The script and the promo was recorded by GO (now
Radio One) and it went on to become so popular that
even other radio stations started talking about it?
Says Atit Mehta Business Director, Mindshare. 

Incidentally last year too, Go 92.5 FM (now Radio One)
had won the best media innovation for Close- up for
the programme spot with Jaggu and Tarana, following
the earlier EMVIE GOLD win for Scorpio?s launch only
on the station. This launch was carried out by a
cavalcade, which traveled in various parts of the city
and was covered by on-air exclusively. 

?We?re happy to win nominations and awards for our
client?s campaigns on our station. It helps to
strengthen our position as the only network that gives
solutions based on strong ideas and an understanding
how this medium works beyond the 30 second spot? says
Rajesh Tahil, Chief Executive, Radio One.
++++++++++++++++++++
Source:
http://www.agencyfaqs.com/media/media_newslets/Media/9002.html
++++++++++++++++++++
Jaisakthivel,
Chennai.


		
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