Mindshare strikes gold at the Mirchi Kaan Awards

03 Oct,2011

By A Correspondent

Mindshare, the flagship media agency of GroupM won a Gold metal for its exceptional radio campaign for Idea Cellular at the ceremony for the eighth Mirchi Kaan Awards. Held at the Comedy Store in Mumbai on September 28, this year, the awards saw participation from over 20 agencies, receiving more than 220 entries from all over India. The entries were judged across 15 categories.

Mindshare’s ‘Team ABG’ struck Gold for its work on Idea Cellular in the ‘Best use of Radio in a Campaign ‘ category. Titled Ajab Premki…On-Air Kahaani….in true Bollywood style, Mindshare along with Red FM scripted the story of a lovelorn outsider – Muthuswamy, a young man from Madurai who’s travelled to Mumbai in search of a girl who he’s fallen in love with. Muthu doesn’t know a word of Hindi, Marathi or English and yet, he braves the big city to try and find this girl he’s lost his heart to. Muthuswamy’s story unfolded over a week on Red FM – and all the RJs got the city involved in helping Muthu with the local language.

Following the success of the campaign in Mumbai, Muthu’s story was also executed across the cities of Pune, Delhi, Ahmedabad, Kolkata, Hyderabad and Bengaluru, where Muthuswamy morphed into the Marathi manoos Godbole (for Delhi) and the Malayali Joby Matthew (in Bangalore).

Mr R Gowthaman, Leader, Mindshare South Asia, said “I am extremely delighted with this win. It reaffirms my faith in the collaborative work that Mindshare Exchange and Invention teams have been doing with media partners for delivering great communication solutions that build our clients’ business, especially in a difficult medium like Radio.”


Mr Sashi Shankar, Chief Marketing Officer, Idea Cellular, said “The radio idea and activity put together by Mindshare was able to successfully amplify the campaign and help establish Idea’s theme campaign “Break the Language Barrier”. This demonstrated Mindshare’s ability to work out and deliver creative communication solutions that engage consumers. This also leveraged the power of the medium and helped bring the campaign alive.”

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