Seventh Mirchi Kaan radio awards to be held on 3 September

The seventh Mirchi Kaan radio awards, recognising the best in radio advertising, will be held on 3 September in Mumbai.

The awards have seen around 250 entries across 14 categories, with agencies vying for the gold, silver and bronze metals.

Other awards include 'client of the year for the most outstanding advertiser of 2009', 'radio writer of the year', 'agency of the year', 'production house of the year', 'voice of the year' and the coveted 'crystal award' to be awarded to the most outstanding radio commercial of the year.

Also, this edition has seen the introduction of two new awards, the best use of radio as a medium and best radio creative of the year, clients' choice.

The shortlists for the awards were chosen by a jury inclusive of Prasoon Joshi, executive chairman and regional creative director, McCann Erickson Asia Pacific, Priti Nair, managing partner, BBH and Josy Paul, chairman, national creative director, BBDO India.

''Radio is a writers' medium, it is tougher than other advertising media. Radio advertising is about the idea, the writing and finally the execution, unless you get all these right, you cannot have an effective radio ad. It is also tough because it doesn't have a captive audience like TV and print,'' said Joshi.