Golden Mikes Awards for Best first time effective use of Radio

The award was won in the CREATIVITY category - Best first time effective use of Radio for the “Rumour has it… Zara Soongh ke toh Dekho” campaign. The activity was conceptualised to amplify the impact of TV campaign through Radio. Hence JKHC did an exclusive deal with Radio Mirchi, the leading radio station in the country, for a radio cum on-ground campaign across four major cities – Mumbai, Delhi, Kolkata and Chennai. The communication of the campaign revolved around Park Avenue deodorants being so good that a man could go to any lengths for it… “Zara Soongh ke toh Dekho”. This award winning campaign was a perfect supplement to the TV campaign creating a lot of buzz around the “Zara Soongh ke toh Dekho” concept. Over 2500 consumers sampled Park Avenue deos at the activity, while the market share in the four metros grew by ~50%.