The Radio & Audio Lotus awards creativity through the use of the audio medium including radio, podcasts, and other audio streaming platforms. Audio Craft sub-categories also award craftsmanship.
For Radio Spots (RA01-RA06):
Entries must be aired on the radio.
The same work (that is, identical version & duration) can only be entered ONCE in Radio Spots.
Each execution constitutes one entry. Executions which form a campaign must be entered and paid for as single entries.
For Innovation (RA07-RA08), Sonic Branding (RA13) in Audio Craft, Breakthrough in Radio & Audio (RA14), Resilience Through Creativity (RA15) in CAMPAIGN EXCELLENCE and Lotus Roots (LRRA):
Each execution/campaign/set of execution constitutes one entry.
For RA09-RA12 in Audio Craft:
Each execution constitutes one entry. Executions which form a campaign must be entered and paid for as single entries.
RADIO SPOTS
Food & beverages, beauty & healthcare products, pharmaceutical products, household maintenance & cleaning products, electronics & appliances, home decoration & furniture, fashion, toys, sportswear & equipment, other FMCG & consumer durable goods.
Vehicles, boats, and other automotive including automotive accessories.
RA03
Retail, Leisure & Entertainment
Retail stores including online stores, restaurants including cafes & bars. Transportation & travel services, hotel & resorts, sports, gaming, gambling, and other recreational facilities, festivals & events, museums. Film, music, publications, broadcasting stations, digital platforms, streaming service providers, podcasts, music services, and other media & entertainment services.
RA04
Finance, Business & Commercial Public Services
Financial & investment institutions, insurance, and real estate. B2B, B2C, and other professional business services. Commercial Public Services including telecommunications, waste management, education, law enforcement, utilities, healthcare.
RA05
Corporate Image & Corporate Social Responsibility
Brand’s concerted effort and commitment to address social, environmental, or economic issues for the betterment of society and also increases positive corporate image.
RA06
Public Services & Cause Appeals
Announcements by non-profit organisations, foundations, charities, or NGOs to raise awareness, change public attitudes, or change behaviour on health & safety, environmental issues, societal issues, and public services issues.
INNOVATION
RA07
Use of Audio or Voice Technology
Innovative use of audio or voice technology such as software, apps, AI, voice activated technology, or other technology in the audio or voice production process to enhance the audience experience.
RA08
Branded Content/Podcasts
Brand commissioned content created for radio, podcasts or other audio platforms to enhance the audience experience in the brand communication.
AUDIO CRAFT
How the use of music (existing, composed, or rearranged) enhances the radio spot/audio work.
RA10
Casting & Use of Talent/Celebrity
How the use of voice talent, celebrity, or influencer whose script delivery enhances the radio spot/audio work.
How the use of sound including sound effects, ambient sound, etc. enhances the radio spot/audio work.
How the scriptwriting enhances the radio spot/audio work.
How the creation of a brand’s sonic identity including sonic logos, brand music, UI sounds or brand voice enhances brand value and elevates brand identity.
Criteria for consideration includes Appeal (creative concept & technical execution), Brand Fit (amplification and connection to brand identity), Uniqueness (distinctive & ownable by the brand), and Recognition (association with the brand).
Note: Entrants must submit video presentations with details on the creative process and range of sonic branding applications and executions to demonstrate the flexibility of the sonic brand assets.
CAMPAIGN EXCELLENCE
RA14
Breakthrough in Radio & Audio
Innovative use of radio or audio as a medium, it can be innovatively utilised audio driven elements or channels that complement and build on each other to communicate the brand’s message and/or change consumer awareness and attitudes. It celebrates work that goes beyond convention—introducing new ideas, formats, technologies, or creative executions that shift the possibilities of what radio and use of audio campaigns can achieve.
RA15
Resilience Through Creativity
Ideas and creative solutions that demonstrate the brand’s resilience and resolve in the face of challenges such as budget constraints, changes in market conditions, societal issues, and/or changes in consumer behaviour.
LOTUS ROOTS
The Lotus Roots is an award unique to ADFEST that is awarded to works that embody local values whether in terms of culture, religion, beliefs, traditions, language, insights, or context. Lotus Roots recognizes works that preserve and celebrate the rich heritage and value of each local culture.
