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.
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