The campaign, Imitate your Idol, was conceptualised with the learning that every young creative professional has an idol he aspires to be like. The campaign lets anybody and everybody look like their idols. People could don wigs and prosthetic features of their National Creative Directors to look like them, such as the famous moustache, hair, floral shirt and a beer mug for Piyush Pandey; the wig, glasses, black shirt and Filmfare Award for Prasoon Joshi; or the head, the beard and the iPad for KV Sridhar; and so on.

Commenting on the conceptualisation of the activity, Rahul Mathew and Akshay Kapnadak, Executive Creative Directors, McCan Erikson said: "The client's brief was quite clear. They wanted us to enhance the reputation of the Mirchi Kaan Awards and get more entries for it. So what better way to do it than an engaging campaign that helps creatives live their dreams?"

Commenting on the activation, Sriram Kilambi, Marketing Head, Radio Mirchi said: "McCann has been our creative agency right from the start. They have been working with us to arrive at the theme for the awards. The activity took place in eight leading creative agencies on Aug 23. We are expecting 20 per cent more entries in response over the previous year. This year, we have hired an event agency to manage the final event."

The activity is also supported by a digital version of the same. The website features 15 Creative Heads across 13 top agencies in India. People can upload their picture and get a digital makeover through an app on the website.