MUMBAI: The first edition of the 2006 Promax India Radio Awards, which reward creative brilliance in radio, unfolded the Indian talent in radio marketing and promotion.

Radio City stole the limelight by bagging seven awards which included three gold and four silver awards. The radio station pocketed the gold awards for best promotional item for a radio station or programme (Musical-e-Azam), best original music composition for a promo (Namma Naadu Karunaadu) and best promotional campaign by a radio station or programme (Musical-e-Azam).

The brand took home silver awards for best original music composition for a promo (RC song), best promotional item for a radio station or programme (Musical-e-Azam), best interactive promotion for a radio station (city bajao car le jao) and best use of outdoor advertising (Asha Bhosale live on Musical-e-Azam).

The newly re-launched Radio One, which was formerly called as Go FM, took home two gold for best print piece for a radio station or programme (Legends) and best interactive promotion for a radio station (The Go FM website). The station picked up one silver award for best promotional campaign by a radio station or programme (Jaggu's Mission 10k).

Radio Mirchi pocketed a silver award for best radio promo in-house; music station/programme (Mirchi Delhi Bollywood under arrest) and gold for best use of library music for a promo (Mirchi Delhi cricket India England '06 series promos).

Red FM won the gold for best radio promo in-house; music station/programme (Prayas-Breaking News) and silver for best use of library music for a promo (Anda Mix).

O&M bagged gold for the best use of outdoor advertising for its Worldspace campaign Unwind. The agency also won the best print piece silver for a radio station / programme for its work Genre Based for Worldspace.

The highlight of the evening was the presentation of the inaugural Living Legend Award, which has been presented to the eminent radio personality Ameen Sayani. The living legend award has been jointly constituted by the Ficci and the India Radio Forum.

The awards statuette presented to the award recipients renders a human figure reaching skyward in triumph. The award jury included Abraham Thomas (Red FM), Arun Raman (Media Futures), G Sharath Chandra (Radio Mirchi), Gaurav Narula (Deep Emotion Music), Jaikishin Chhaproo (Hindustan Lever), Kahlid Sayed (IMG), Kartik Mani (Madison Communications), Nirupam Sonu (Adlabs), Vikas Varma (Radio City) and Vishnu Ahtreya (Radio One).