MUMBAI: Reliance Media World Ltd.’s â€?PediaSure Complete’ campaign won a Bronze at the prestigious International Media Awards recently held in New York. The station bagged the award in the â€?Innovative media solutions worthy of international adaptation’ category
Reliance Media World Ltd. executed this part of campaign using its radio station – 92.7 BIG FM and its strong BTL strength, across the 6 cities of Delhi, Mumbai, Bangalore, Kolkata, Hyderabad and Chennai. The nomination was filed by the media agency – Media Direction, R K SWAMY Media Group at the festival receiving many accolades from the international media fraternity.
When PediaSure, a complete and balanced nutritional product, designed to meet the nutrient needs of children 2-10 years of age was putting together their comprehensive plans for their product â€?PediaSure Complete’, they were approached by the creative integrated sales team at Reliance Media World Ltd., with innovations and options that blended well with the brands marketing requirements. The team offered PediaSure, solutions which were a combination of the excellent use of on-air offerings of the Radio Station coupled with innovative and pioneering on-ground initiatives, which bagged them the account.
The Internationalist Media Award judged the PediaSure Complete Campaign, on parameters ranging innovative use of media, the quality of breakthrough communication thinking, tactical elements for solving marketing problems through media strategy, the ability to demonstrate sustained cross-cultural understanding of marketing issues and results.
The jury of the Internationalist consisted of people like Lauren Richards, CEO of StarcomMediaVest Group Canada, Mark Stewart, VP Global Media Services at Kraft Foods, Daren Rubins, The Managing Director of PHD London, Nick Waters, CEO-EMEA of Mindshare, Manuel Reyes, Co-founder of Cortex Data, Miami.
Parallel to the mass media campaign, the team also recommended on ground activation spread across the 6 cities during the Children’s Day week, which involved high levels of interactivity and opportunities for product sampling.
Abbott Nutrition Manager Customer Relation Priya Shirodkar who designed the children day campaign said, Celebrating Children Day was to gift each and every child and their parents the message for complete and balance nutrition for children, radio station – 92.7 Big FM executed the campaign very effectively on air and also reached out to parents through on their effective ground team, yielding optimal results….
Excited about the win, Reliance Media World Ltd National Sales Head Praveen Malhotra commented, We are thankful to PediaSure and Media Direction for partnering with us on this initiative. This victory on the global stage speaks volumes about our ability to think beyond traditional radio and offer brands an integrated solution to their marketing requirement. I congratulate the very efficient Sales Team who demonstrated their ability in implementing and executing a campaign of this level as we leveraged our strengths in the radio and BTL business to offer a platform of engagement with its consumers, creating high levels of awareness and excitement around the product I am confident that we will see even more good work and ground-breaking solutions for our clients in the future….