Proving the power of innovation and ideas, PHD India’s campaign ‘Rin Career Ready Academy’ shone on a global awards platform – the 27th edition of the Montreux International Advertising & Multimedia Festival held in Montreux, Switzerland. PHD India won a Gold for the Hindustan Unilever campaign in the Best Use of Mobile Media category.
‘Rin Career Academy’ is a collaboration between PHD India and Hindustan Unilever. Rin, a dominant detergent brand in some regions of India, created a mobile “career academy” to improve the career prospects of rural Indian women leading to better brand affinity. The campaign converted an entire curriculum for English language training into snackable content customised for mobile which rural women can learn from and also get evaluated by. More than 200,000 people registered for the courses, with 70% accessing the course modules, compared to its target of 50%. The campaign helped rural women in various pockets of India take their first step towards self-sufficiency and true empowerment by making them career ready courtesy Rin Career Ready Academy.
The Golden Award of Montreux at the International Advertising and Multimedia Festival was the first international advertising, multimedia, event and corporate film competition in Europe – starting the global season for awarding creative excellence. The awards are recognized as an independent forum committed to improving the standard of creative excellence. Find out more here.