MUMBAI:  For last 11 years, Radio Mirchi has honoured the radio advertising fraternity with its Mirchi Kaan Awards which celebrates the success of effective use of radio advertising. Now, the network has join hands with Goafest to present Radio Abbys which will be a different way of appreciating the radio advertising fraternity.

On 10 April 2015, Radio Abbys by Radio Mirchi will “acknowledge the contribution of individuals and organisations that have created path breaking and innovative radio campaigns”, said Radio Mirchi national marketing head G.G. Jayanta.

Confirming the partnership, Mahesh Shetty COO ENIL said, “Goafest is one of the most anticipated events in the industry as it brings together the biggest names of Indian advertising on one platform. Radio as an advertising medium is growing exponentially and we are very happy to be partnering with Goafest.”

Even though it is completely an on-ground activity, there will be few mentions of the campaign on Radio Mirchi. Radio Mirchi along with McCann has conceptualised the campaign #MirchiRadioKing on social media to promote Radio Abbys at Goafest. As part of building up the campaign, a series of videos were made available on Radio Mirchi’s YouTube page urging ad gurus to let loose the Radio King in them and be prepared to be acknowledged and praised at Goafest’s Radio Abbys.

Seven videos of 90- seconds titled ‘The Reception’, The Briefing, The Accountant, The All Nighter, The Massage, The Client Meeting and The Fight, were available on YouTube as prelude to the announcement.

Jayanta said, “We have tried to depict the life of the radio advertising fraternity through the videos. From rejection to late nights, the videos cover all the aspects of radio advertising.”

For the first two days of the festival, Radio Mirchi will request ad gurus to wear King’s crown, take a selfie and upload it on their social media with hashtag #MirchiRadioKing. The best selfie will be awarded with an all expenses paid one day extended stay in Goa.

The awards are spread across 19 categories. Gold, silver and bronze awards will be presented across various categories encompassing a range of financial services, retail, F&B and healthcare advertising amongst others. Apart from these, Radio Craft awards will also be presented for original music score, voice performance, writing, innovation etc.

Goafest is a three-day long Indian advertising festival which commenced on 9 April.