The '5th Mirchi Kaan Awards' organised by Radio Mirchi is scheduled to happen on July 18, 2008. Initiated in the year 2004 by Radio Mirchi 98.3 FM, Mirchi Kaan Awards is the media industry's most prestigious award to felicitate creative excellence in radio advertising. The awards will provide a platform to appreciate and recognize the creativity that goes into making all those radio jingles and commercials that we are so used to hearing. According to Prashant Panday, CEO, Entertainment Network (India) Limited (Radio Mirchi), "The Kaan Awards is recognition of the best creativity in radio advertising. It honours the best creative people who are dedicated to the business of radio creative." From ideating and conceptualising, to writing the ad to the voice over, enacting it all, radio advertising just like radio is the theatre of the mind and hence all the more difficult to establish an idea. So what really are the judges looking for? Says Prahlad Kakkar, jury member, Mirchi Kaan Awards, “The criteria usually is originality of the script, how well it has been written or performed in terms of the addition of the words and caricatures that has been used. When you close your eyes, can you see what they are talking about.” "We except that best creative work will be recognised. I am waiting myself to see who the winners are. The process is ruthlessly tied. Nobody knows who are the winners are eventually expect for the auditors and jury members," said Panday. So with the Mirchi Kaan Awards setting the stage to recognise the power of creativity in radio, we are all ears for that big night of the Mirchi Kaan Awards. ... read more »