MAM
Mirchi Kaan Awards take place next month
MUMBAI: In order to recognise work done by advertising agencies on radio Radio Mirch had launched the Mirchi Kaan Awards last year. The second edition will take place on 22 April 2005.
According to an official release, radio today is acknowledged by national advertisers. At present, the advertising fraternity recognises and credits the work carried by television and print advertising medium through the Abbys and the AAAI awards. While both awards have a radio section adequate prominence has not been given attributed to the category. Hence Radio Mirchi came up with the idea for its awards show
The judging will be conducted by a broad segment of industry professionals, comprising of names known for presiding over a section of awards Cannes, the most recognised awards for the advertising fraternity the world over.
Entertainment Network (India) COO Prashant Panday said, “Category building is an important aspect of radio advertising. With a visible lack of any awards instituted to laud excellence in radio advertising, we decided to institute these awards last year. Our objective is to provide a forum through which the advertising industry can showcase its creativity, reward individual accomplishment, and set new standards against which future advertising will be judged.”
McCann-Erickson regional creative director south and south-east Asia Prasoon Joshi said, “Presentation of awards is solely on the basis of merit and is not mandatory in any category. Thus some categories may have more than one winner whereas other categories may not have top winners. Interestingly, in the first year of these awards, none of the entries qualified for the GOLD category, because of the sheer paucity of talent. But clearly radio advertising has evolved over the last one year as is obvious from the sneak preview of the entries received this year.”
The 20 categories will look at the best in radio advertising. Meanwhile the crystal award will go to the Agency of the Year.
Radio Mirchi will sponsor two radio creative writers below the age of 30, to the Cannes Advertising festival. The panel of judges will comprise professional from advertising stalwarts and names in the business including Abhijeet Choudhary, D Ramakrishnan, Elsie Nanjie, Gangadharan Menon, K.V.Sridhar, Mohammed Khan, Piyush Pandey, Prahlad Kakkar, Prasoon Joshi, R. Balakrishnan, Rajat Dholakia, Ram Madhvani, Ram Sampath, Ravi Deshpande and Rekha Nigam.
There are special awards for the most outstanding voice of the year, radio writer of the year, excellence in production and client of the year. Last year’s winners included McCann Erickson, JWT Bangalore, Euro RSCG, and Everest Mumbai.
MAM
Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
