Kan Khajura Tesan by PHD India and Lowe Lintas has been named the world’s best campaign by Warc100.

The campaign, which launched a year ago and has so far won 54 awards to date, was developed by PHD India, which launched in 2013, for Hindustan Unilever alongside ad agency Lowe Lintas. The campaign reached ‘media dark’ rural Indian populations with an always-on mobile media channel offering music, jokes and Bollywood content, interspersed with ads. The channel gained 12 million subscribers in less than 10 months from launch, including one million unique callers per month.

Mike Cooper, PHD Worldwide’s CEO said “”It’s an honour to see that the top two most effective campaigns in the world over the past 12 months are both for work that PHD has carried out for Unilever. Both ‘Kan Khajura Tesan’ for Hindustan Unilever from PHD in India and ‘Real Beauty Sketches’ for Dove from PHD International are examples of how creativity and innovation are at the heart of effective and strategic communications planning.”

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CampaignIndia