Hindustan Unilever’s Kan Khajura Tesan campaign done by PHD India has been awarded two Golds in Media Lions category at Cannes Lions this year, making PHD the only Indian media agency to get a gold at Cannes this year.
Kan Khajura Tesan innovative campaign has won 22 media, mobile and innovation awards for PHD this year at various local and regional award shows.
With this campaign, PHD India helped HUL reach the ‘media dark’ rural population in India by creating a dedicated entertainment platform on mobile.
Commenting on the campaign, Jyoti Bansal, Managing Director, PHD India said, “Kan Khajura Tesan is a media first for India and Hindustan Unilever. We brought mobile operators and content providers together to create our very own innovative entertainment platform on mobile. We are now able to identify listener trends to provide personalised content. It’s a campaign that has not only made a difference to HUL’s brand presence, but also a significant difference to the lives of the people living in these rural communities.”
With around 82 per cent of households in India considered ‘media dark’ due to daily powercuts and only 20 per cent traditional media coverage, the challenge was how to reach consumers for HUL’s mass consumer brands.
With mobile phone ownership three times higher than TV, it has become the main source of entertainment despite content being expensive and limited.
The campaign that overcame the challenge
The solution was to create HUL’s very own media channel on mobile. The mobile-based platform delivers free, on-demand and always on entertainment, all interspersed with radio advertisements for HUL brands.
In just six months the mobile-based channel became the biggest entertainment platform in both the launch regions of Bihar and Jharkhand. Listeners simply had to give a missed call to a unique number and hang up for a call back with the popular content.